Title | TODAY’S WEATHER FORECAST FOR AIRING FUTON |
Brand | KAO |
Product / Service | RESESH PROTECT GUARD |
Category | D01. Use of Film |
Entrant | I&S BBDO Tokyo, JAPAN |
Idea Creation | I&S BBDO Tokyo, JAPAN |
Media Placement | WEATHERNEWS Chiba, JAPAN |
Name | Company | Position |
---|---|---|
Tsukasa Ohara | Kao Corporation | Senior Creative Director |
Yuka Yajima | Kao Corporation | Creative Director |
Takaaki Ikeda | Kao Corporation | Copywriter |
Ken Sugimoto | Kao Corporation | Art Director |
Takeaki Taniguchi | Kao Corporation | Producer |
Takahiro Sakai | I&S BBDO | Creative Director |
Junji Kiriki | I&S BBDO | Creative Director |
Maiko Fukuda | I&S BBDO | Creative Planner |
Tatsumasa Koson | I&S BBDO | Digital Planner |
Koji Yamamoto | I&S BBDO | Digital Planner |
Koichiro Tomita | I&S BBDO | Communication Design |
Astushi Komatsubara | I&S BBDO | Digital Media Planner |
Hitomi Sugiyama | I&S BBDO | Account Planner |
Naoto Yokoi | I&S BBDO | Account Planner |
Tsubasa Baba | I&S BBDO | Account Planner |
Takahiro Nishi | I&S BBDO | Account Planner |
Kento Tanaka | I&S BBDO | Account Planner |
Takeshi Negoro | WEATHERNEWS INC. | Producer |
Kantaro Fukushima | WEATHERNEWS INC. | Director |
We use the format of a weather forecast, where the weathercaster explains the weather with a futon bedding in hand. They declare that the air is actually dirty even if the sun shines. They convey the product message that Resesh is needed when airing futons, and pitch the product.
The Japanese have a habit of airing futons outside on sunny days. That makes the weather on the day important, so most people check the weather forecast in the morning. However, the air has become dirtier due to exhaust gas, pollen, and so forth in recent years. The issue has been that the futons get dirty when aired outside.