Write a short summary of what happens in the film

Our road movies feature male and female Japanese millennial influencers with many Japanese millennial followers (who represent our target) actually traveling in Peru. The movie with the male influencer, full of unforgettable scenery and experiences, is the story of his surprises and adventures while traveling in Peru. The other movie, with female influencer, presents her viewing scenery she has never seen, experiencing warm Peruvian hospitality, and looking back on her own life in the end.

Cultural/Context information for the jury

Japanese still tend to glorify hard work and find it difficult to take long vacations. Two weeks, for example, is longer than most Japanese are able to take off. (In fact, Japanese on average only take half their available vacation time. From 2019, companies will be fined if they do not force their staff to take off at least 5 paid days of vacation a year.) As a result, most Japanese consider Peru a South American country on the other side of the earth that is simply out of reach. When presented with conventional promotions of Peru’s attractions, they feel they would love to visit someday, but never make real plans.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

Learning from the recent popularity of photogenic Salar de Uyuni in Bolivia, which gained 4.5 times more Japanese visitors than four years ago, we can assume Japanese enthusiasm for marvelous South American views is probably higher than ever. We believed we could stimulate desire and inspire action to travel to Peru by showing Japanese they can enjoy many of Peru's photogenic views in just one week. (The newly enforced minimum 5 days of annual paid vacation in combination with public holidays makes it more realistic than ever for Japanese to take vacations longer than 10 days, about four times a year.) Since 2019 is the 120th anniversary of Japanese immigration to Peru, and Princess Mako’s visit to Peru is scheduled for July, we decided to launch this promotion in June when people’s interest in Peru would be especially high.