THE KAWAII TWEAK HAZARD SONG

Gold Spike
TitleTHE KAWAII TWEAK HAZARD SONG
BrandMANDOM
Product / ServiceGATSBY PERFECT SKIN LOTION
CategoryB02. Other FMCG
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production KEYPRO Tokyo, JAPAN
Production 2 DENTSU CREATIVE X INC. Tokyo, JAPAN
Production 3 DIGITAL GARDEN Tokyo, JAPAN
Production 4 77HOSHI MUSIC Tokyo, JAPAN

Credits

Name Company Position
Yusuke Sato DENTSU INC. Creative Director
Yujin Akita DENTSU INC. Creative Team
Kazunori Kawagoshi DENTSU INC. Art Director
Kyo Nishiyama DENTSU INC. Art Director
Yohei Nemoto Dentsu Public Relations.INC Creative Team
Masashi Araki DENTSU INC. Creative Team
Keisuke Fujita Cyber Communications.INC Social Media Manager
Yoshiki Miyaguchi DENTSU INC. Account Team
Kei Hashimoto Dentsu Tec inc. Account Team
Atsuyuki Shimizu Dentsu Creative Force inc. Creative Team
Hibiki Ikezawa HandY Co. ,Ltd. Creative Team
Hiroki Kidono KEY pro INC. Executive Producer
Yuji Iida Dentsu Creative X inc. Producer
Akiyoshi Fujii KEY pro INC. Product Manager
Kakuto Nakada Dentsu Creative X inc. Product Manager
Akira Ozawa Dentsu Creative X inc. Designer
Wataru Sato TYO INC. Director
Ryoken Okamura Sturgeon INC. Photographer
Susumu Takakura FRE-X INC. Lighting Designer
Ryo Sugimoto Nouvelle Vague co.,ltd Product Designer
Keiya Ito Nouvelle Vague co.,ltd Product Manager
Midori Ogyu Freelance Creative Team
Haruka Yamaguchi Freelance Creative Team
Junko Imai MaQuillage Yuko co.,ltd Creative Team
Mizuki Maruyama MaQuillage Yuko co.,ltd Creative Team
Ayumi Koide TOKYO VISUAL ARTS Creative Team
Cha Kato Izawa office co.,ltd Creative Team
Ayana Kato Izawa office co.,ltd Creative Team
Chihiro Kurioka Ray Talent Promotion,inc. Creative Team
Morirou Matsuura Ray Talent Promotion,inc. Creative Team
Masataka Igarashi Ray Talent Promotion,inc. Creative Team
Youhei Sasaki Ray Talent Promotion,inc. Creative Team
Hiroki Jinbou Ray Talent Promotion,inc. Creative Team
Hiroto Abe Ray Talent Promotion,inc. Creative Team
Shota Oishi Ray Talent Promotion,inc. Creative Team
Shunsuke Kubouchi Freelance Creative Team
Tetsuya Takekawa DIGITAL GARDEN INC. Editor
Soyoung Kim DIGITAL GARDEN INC. Editor
Golomidov Max DIGITAL GARDEN INC. Creative Team
Masahiro Nose DIGITAL GARDEN INC. Creative Team
Masanari Hirashima DIGITAL GARDEN INC. Creative Team
Kota Ikeda 77HOSHI MUSIC Music Supervisor
Takahito Yoshikawa DIGITAL GARDEN INC. Sound Designer

Write a short summary of what happens in the film

A group of men are gathered at a meeting spot. These men are all victims of non-consensual photo filtering. One after the other, men with peculiar faces come on stage and sing about how they themselves became victims. With sad, but loud, voices, they continue to sing a song and at the end they call for people to also look at their real faces. Because yes, some men also take care of their skin and have “skin they want others to see.”

Cultural/Context information for the jury

GATSBY PERFECT SKIN LOTION is a men’s skincare product. There is a perception in Japan that skincare is something only women do, so even if a straightforward campaign were carried out, men would think the message doesn’t apply to them. In that context GATSBY released a web video about “photo filter apps,” a relatable theme among our target demographic of men in their 20’s. We coined the phrase “non-consensual filtered photo sharing” to describe the phenomenon of having photo filters applied to your face and shared without your knowledge and wrote a humorous song in which victims of this phenomenon lament their embarrassment at being made fools of. The video features ultra-famous comedian Cha Kato, who became the posterboy of this phenomenon when his much younger wife posted a heavily-filtered photo of him. The photo has become a popular meme in Japan.

Links

Video URL