VACATION RENTAL

TitleVACATION RENTAL
BrandNIKKEI SHINBUN
Product / ServiceNIKKEI DIGITAL
CategoryA08. Media / Entertainment
EntrantMcCANN TOKYO, JAPAN
Idea Creation McCANN TOKYO, JAPAN
Production TYO DRIVE Tokyo, JAPAN

Credits

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

Write a short summary of what happens in the film

Nikkei is the most popularly read economic newspaper in Japan, but today’s younger generation of readers is finding it hard to see the benefit of subscribing. These series of ads show the Aha! moment when a scene from everyday life suddenly connects to news headlines and you see the world better. In a world flooded with fake news, true news is essential in helping to interpret and correctly understand what’s going on around you.

Cultural/Context information for the jury

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.