MARATHON WITH NO START LINE

Bronze Spike
TitleMARATHON WITH NO START LINE
BrandAFLAC
Product / ServiceTOMOSNOTE
CategoryA01. Fiction & Non-Fiction Film: Up to 5 minutes
EntrantHAKUHODO KETTLE INC Tokyo, JAPAN
Idea Creation HAKUHODO KETTLE INC Tokyo, JAPAN
Idea Creation 2 HAKUHODO INC. Tokyo, JAPAN
Media Placement HAKUHODO INC. Tokyo, JAPAN
Production AOI PRO. INC. Tokyo, JAPAN
Production 2 ONGAKUSHITSU Tokyo, JAPAN
Production 3 IMAGICA CORP. Tokyo, JAPAN

Credits

Name Company Position
Shota Hatanaka Hakuhodo Kettle Inc. Creative Director
Koga Shimura Hakuhodo Kettle Inc. Art Director
Shinya Ota Hakuhodo Kettle Inc. Planner
Ichiro Tamura Hakuhodo Account Director
Ryo Ota AOI Pro. Director
Orie Ichihashi Kayoko Sato Office Cinematographer
Takuya Sakimoto Freelance Lighting
Etsuko Takeuchi Takeuchi Design Land Production Designer
Mana Hisamatsu AOI Pro. Producer
Hiroto Hashimoto AOI Inc. Producer
Kazuki Nakanishi AOI Pro. Production Manager
Norihiko Maeda Freelance Editor
Yohei Takagi IMAGICA Lab Inc. Editor
Joji Kita IMAGICA Lab Inc. Editor
Setsu Fukushima Ongakushitsu Inc. Record producer
Ayako Osumi THE DIRECTORS GUILD colorist
Ayako Takagi kujira stylist
Eito Furukubo Otie Hairmake
Chika Mogi Sense Casting
Emiko Matsuoka Ohta Production Cast
Koume - nico film Cast
Akari Kinoshita Breath Cast
Fusako Urabe Ono Office Cast
Hajime Nakagaki Groove. Location coordinator
Yoshinobu Ishikawa TEN GOOD GRIP Grip

Why is this work relevant for Entertainment?

This film is an entertainment that creatively and metaphorically expresses the emotions cancer patients go through during their long path of treatment as “a lonely marathon with no starting line”.

Background

“tomosnote” is a community started by Aflac, a cancer insurance company to support cancer patients Our mission was to provide a place for cancer patients to make them realize that they are not alone. By communicating this message, our aim was also to earn the understanding from families, friends and those around cancer patients of the pain and loneliness that they are going through.

Describe the creative idea

We produced a branded movie depicting the emotions of cancer patients by illustrating the loneliness and worries that they go through as a “marathon that suddenly begins with no start line”.

Describe the strategy

According to research by National Cancer Center Japan, 75% of cancer patients feel that cancer treatment is a lonely fight, and suffer from psychological stress. On the other hand, research shows that many feel that connections with other cancer patients help them emotionally as they can let out and share the kinds of worries and troubles that they cannot with their family and friends. We approached this insight to aim and create a story depicting the loneliness that the patients go through, but in the end, realizing that cancer treatment is not a lonely fight.

Describe the execution

We produced a branded movie depicting the emotions of cancer patients by illustrating the loneliness and worries that they go through as a “marathon that suddenly begins with no start line”. Women in different places suddenly receive a marathon bib along with their medical examination results. (The figures on their bib show the yearly number of new cancer patients in Japan) They hear a start pistol being fired, and head outside without knowing where to go. The women running in empty roads depict the loneliness of nobody understanding their pain. But as they keep running, they encounter other runners and realize they are not the only ones fighting cancer. They also see their families, doctors, friends supporting them from the roadside. This leads to the message from “tomosnote” (Aflac’s supporting community for cancer patients) that cancer treatment is not a lonely path.

Describe the outcome

The branded movie realistically depicting the emotions of cancer patients became a popular topic between cancer patients and people around them. This resulted in an increase of the number of users by five times. In addition, not only was this movie used as a TVC and online film, it is now used in seminars conducted throughout the country targeting cancer patients as a movie that can take away their worries.