A NEW ERA

TitleA NEW ERA
BrandSOFTBANK CORP.
Product / ServiceSOFTBANK CORP.
CategoryA11. Corporate Social Responsibility (CSR) / Corporate Image
EntrantGEEK PICTURES Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 DRILL Tokyo, JAPAN
Idea Creation 3 POLARNO Tokyo, JAPAN
Production GEEK PICTURES Tokyo, JAPAN

Credits

Name Company Position
Yoshimitsu Sawamoto DENTSU INC. Creative Director/Planner/Copywriter
Ryu Tamogami DENTSU INC. Planner/Copywriter
Noriaki Onoe DENTSU INC. Planner/Copywriter
Shimpei Mizumoto DENTSU INC. Planner/Copywriter
Yu Takiguchi DENTSU INC. Producer
Naohiro Tanimura GEEK PICTURES INC. Producer
Yuki Taniguchi GEEK PICTURES INC. Production Manager
Kazuaki Seki KOE Director
Makoto Okuguchi tsujimanagement Cinematographer
Masami Noguchi Freelance Gaffer
Naoki Soma ATAKKANTE Production Design
Masanori Matsumoto Freelance Offline Editor
Haru Murata Freelance Online Editor
Mitsuharu Hayakawa digital egg inc. Online Editor
Daisuke Kawamura digital egg inc. Mix

Write a short summary of what happens in the film

A man takes out his smartphone, but it slides out of his hand and lands on the ground, taking on a life of its own and running away. The man runs through crowds to catch the naughty smartphone. He loses sight of it, as it peers at him from hidden corners. He goes to grab it, but it snaps a close-up and uses an application to deform his face. The smartphone runs wild, much to the man’s chagrin. It turns into night, and next the phone uses electronic payment to buy a load of drinks that come pouring out of a vending machine, tripping up the man. Pleased with the mischief, the smartphone jumps for joy, but then things take a turn. Almost out of battery, it begins to stagger. The man changes from desperation, to the calming realization, “Be used by your smartphone, or master it”.

Cultural/Context information for the jury

The piece was aired at the time when the Japanese era name changed from Heisei to Reiwa (due to the Imperial succession). Along with the new era name and an atmosphere of moving in a new direction, it conveyed the corporate message, “Be unbound”.

Links
Video URL