| Title | DESIRE FOR RECOGNITION |
| Brand | JAPAN EDUCATIONAL FOUNDATION |
| Product / Service | MODE CAREER COLLEGE OF FASHION & DESIGN |
| Category | E01. Local Brand |
| Entrant | QUARAS Tokyo, JAPAN |
| Idea Creation | QUARAS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| KAZUYA OKABAYASHI | Quaras Inc. | Executive Creative Director |
| KENTARO OUCHI | Quaras Inc. | Creative Director |
| MASAHIDE HARUNA | Quaras Inc. | Art Director |
| SATOSHI WATANABE | Quaras Inc. | Copywriter |
| KAZUKI HAGIWARA | Quaras Inc. | Copywriter |
| KANADE SAKURAI | Quaras Inc. | Copywriter |
| FUMIKAZU MATSHUBARA | ROBOT COMMUNICATIONS Inc. | Producer |
| KOUJI MITAKE | Quaras Inc. | Account Director |
| TADAHITO NAGATA | Quaras Inc. | Account Director |
| TAKAMASA YASUDA | Quaras Inc. | Account Director |
| TAKASHI OJIMA | Quaras Inc. | Account Director |
| TAIJU SAKUMA | Quaras Inc. | Account Director |
| SHINICHI TATSUMI | Quaras Inc. | Account Director |
| KEITAROU KOBAYASHI | ROBOT COMMUNICATIONS Inc. | Producer |
| KANAKO KAWASE | Ray Corporation | MA |
| TATSUROU YOKOYAMA | Ray Corporation | Composite |
| MAYU YUKISHITA | MAYU YUKISHITA | illustration |
This TVCM is a single visual with two girls staring at the viewer with a strong gaze. It’s a 15-second animation TVCM in which only their eyes blink. They say, “Want more ‘Like!’ Want more ‘Like!” And, with the narration of "Then better yourself through what you like." "It's you to 'Like!' Yourself.", the Kanji "Desire for Recognition” representing the strong feelings of those who want to be recognized as a creator appear in the background.
MODE Career College, where future talents in the fields of fashion, graphics, and design are nurtured, has no entrance exams. As long as the message in the TVCM of the college resonates with you, it means you've already passed these so called exams. So a TVCM plays an important role. There are more than 4000 higher-education institutions across Japan. Yet, the number of children in Japan has been decreasing for the last 37 consecutive years. In the midst of this harsh competition, the biggest mission is to leave an impression on as many young people as possible, in a way that they can relate to, within just 15 seconds. By receiving 'likes' from other people on social media, young Japanese people fulfill their desire for recognition. In order to be sympathetic to many young people, the theme of TVCM was "Desire for Recognition".
MODE Career College, where future talents in the fields of fashion, graphics, and design are nurtured, has no entrance exams. As long as the message in the TVCM of the college resonates with you, it means that you have already passed the so called exams. By receiving 'likes' from other people on SNS, young Japanese people fulfill their desire for recognition. While MODE Career College conveys the message through a catchphrase that you should be recognized through your own work compared with receiving 'likes' from other people. This TVCM takes advantage of the age of SNS to give awareness to young people.