Title | GLOBALIZED WORKFORCE |
Brand | NIKKEI SHINBUN |
Product / Service | NIKKEI DIGITAL |
Category | A08. Media / Entertainment |
Entrant | McCANN TOKYO, JAPAN |
Idea Creation | McCANN TOKYO, JAPAN |
Production | TYO DRIVE Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
ISAMU NAKAMURA | McCann Tokyo | Executive Creative Director |
YUTAKA TSUDA | McCann Tokyo | Creative Director |
HONO NAKANO | McCann Tokyo | Copywriter |
YOSHIHIKO INOUE | McCann Tokyo | Copywriter |
RIKO KOIDE | McCann Tokyo | Art Director |
KAORI MAEDA | McCann Tokyo | Copywriter |
TATSUHIRO ISHIKAWA | TYO drive. | Producer |
HAJIME BABA | TYO drive. | Producer |
KEISUKE KUROYANAGI | freelance | Director |
KEI SAKURAI | pict | Cinematographer |
MITSUGU ISOZAKI | pict | Lighting |
CHIE ARAI | CINQ-ART | Production Designer |
Compared to other Asian countries, young people in Japan have extremely low interest in politics and the economy. They only read the headlines of online news or a couple of lines on a compilation site. However, there are some young people that diligently follow the news and have an understanding of what is going on in the world. This is creating a knowledge disparity among the young. This ad is designed with the aim of depicting this disparity and triggering a sense of urgency among those that are choosing ignorance.
In the Japanese language, there is a style of speech called “keigo,” which is used in situations that require a show of respect or politeness (i.e., talking to a superior, an older person, or a stranger). In this ad, we intentionally excluded the use of “keigo.” By only using casual, everyday language of young people who are the target of this ad, we aimed at creating a sense of accessibility and familiarity among the target.