THE FACELESS STAR

TitleTHE FACELESS STAR
BrandSUNTORY BEVERAGE & FOOD LIMITED
Product / ServiceCOFFEE BOSS
CategoryA01. Fiction & Non-Fiction Film: Up to 5 minutes
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production GEEK PICTURES Tokyo, JAPAN

Credits

Name Company Position
Shin Takaue Suntory Beverage & food Limited Creative Director
Yusuke Shimano Dentsu Inc. Creative Director + Copywriter
Yoshiaki Sakashita Dentsu Inc. Planner
Kamome Nomoto Dentsu Inc. Art Director
Ataru Iwahashi Dentsu Inc. Business Producer
Hiroki Nakasone GEEK PICTURES INC. Producer
Tomohisa Imagawa GEEK PICTURES INC. Production Manager
Nobuaki Hongo EPOCH Inc. Director
Masatoshi Hasegawa AKIIRO Inc. Assistant Director
Ryuhei Watanabe dep Management Director Of Photography
Masayuki Noda invisible designs lab. Music Composer
Fumio Yasue Freelance Sound Effect
Yoshihiro Sato TOHO CO.,LTD. Godzilla Producer
Tetsuya Yoshikawa TOHO CO.,LTD. Godzilla Producer

Why is this work relevant for Entertainment?

This film is a commercial of Suntory's coffee "BOSS" in collaboration with the new Godzilla movie. But we see this as one of a movie series of Godzilla. Using the original Godzilla suit, and making a set of SFX, we designed to enhance the value as content. Godzilla's SFX shooting was the first time in 15 years, and fans had a long-awaited it. Therefore, this work is suitable for the entertainment department.

Background

The client is the BOSS of Suntory Canned Coffee. BOSS has long been popular with consumers as "partners of working people". We looked for "a way to be more loved by consumers while penetrating that attitude". Meanwhile, a great opportunity to collaborate with Godzilla's new movie came. There are many fans in Japan who love Godzilla deeply. We thought that we could create a big topic by grasping their hearts, and we wanted to express our respect for Godzilla sincerely. I also wanted to make a movie in which not only fans but also everyone would be moved. By producing the movie from the standpoint of "partners of working people", we thought that we could achieve the purpose of being more loved by consumers while maintaining the attitude of the BOSS.

Describe the creative idea

We focused on Haruo Nakajima, Godzilla's first suit actor. Although his face never show up, he made a lot of effort behind the scenes to make Godzilla's performance better. There are many episodes left, such as training to carry a Godzilla suit over 100 kg, and a zoo visit to study movement. We thought that by describing the steady battle, we could express the BOSS's conviction of "partners of working people".

Describe the strategy

The center of the target was Godzilla fan. We thought that they could spread to more than fans if they talked enthusiastically. We used the original Godzilla suit and shot a set of SFX, to make the fans interested. The explosion scene also used gunpowder rather than full CG. Showing respect by reproducing the work that was being done at the time of the first release of Godzilla, and also succeeded in acquiring rare video expressions in recent years.

Describe the execution

TVCM during the past Godzilla movie roadshow, the new Godzilla movie Cinead. We broadcast around the place where Godzilla fans gather, and we uploaded it to youtube. Especially in Cinead, Haruo Nakajima's name and photo were posted at the end of the new Godzilla movie's end roll, so it was possible to have a great impact on the audience along with this work.

Describe the outcome

This film has won over 1.5 million plays on Youtube videos. It was taken up by 92 web media and became a big topic. Consumers have had many positive responses, mainly on twitter. In the account seen as a Godzilla fan, there was also a message to convey the impression that "Thank you Suntory!" "Coffee drinks only BOSS"

Links

Video URL