Title | MY FATHER THE CONFECTIONIST |
Brand | SAGAWA EXPRESS CO.,LTD. |
Product / Service | CORPORATE IMAGE |
Category | B11. Corporate Social Responsibility (CSR) / Corporate Image |
Entrant | NAGAIHOSHI CO. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Production | NAGAIHOSHI CO. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Taketo Suzuki | DENTSU | Executive Creative Director |
Tomokazu Muraki | DENTSU | Creative Director |
Keiko Susuki | DENTSU | Planner, Copywriter |
Kazuyuki Kokubun | DENTSU | Agency Producer |
Youhei Sagara | DENTSU | Account Supervisor |
Yuki Hasegawa | NAGAIHOSHI | Producer |
Ryota Nakao | NAGAIHOSHI | Producer |
Takada Hirotaka | Takada Office | Director, Director Of Photography |
Masao Kato | Freelance | Lighting Director |
Kazuhiro Suzuki | Target | Production Designer |
Kazumi Kojima | Kopple | Food Stylist |
Saori Kato | Freelance | Hair Make |
Atsumi Yamazaki | SOUP | Stylist |
Katsumi Kanno | Leinwand | Casting Director |
Masunobu Motokawa | RAPALLO | Casting Director |
Maki Yoshida | Freelance | Offline Editor |
Aya Haramoto | CAPRA | Offline Editor |
Yuji Amano | Freelance | Online Editor |
Yoshiro Kamei | SONY PCL | Colorist |
Yu Mitamura | Freelance | Sound Mixer |
Akihiko Miyara | ONPa | Sound Effect |
Takeshi Yoshida | Q | Music Producer |
Azusa Noda | NAGAIHOSHI | Production Manager |
Yuka Nishio | NAGAIHOSHI | Production Manager |
Yousuke Watanabe | Freelance | Production Manager |
A wagashi confectionist father is strongly opposed to his daughter’s marriage. The wedding goes ahead but without the father, and the bride is faced with an unexpected delivery - a wagashi wedding cake made by her father. As her eyes start to water, we see the Sagawa Express delivery man who delivered this special cake bowing deeply. This corporate ad tries to relay that delivering things is really all about connecting people’s thoughts.
A driver we interviewed said, “Carrying packages is like connecting the feeling of people” which became the core message and we have developed story based on it which we believed it will inspire many people and will become a solution to enhance the corporate image. The film features a family of a Japanese sweet shop made connection to audience. Sagawa Express is ranked 2nd within Japanese market, this campaign have helped reached out to wider audience and brought deeper interest to the brand.