Title | HIKOKI |
Brand | KOKI HOLDINGS CO., LTD. |
Product / Service | MULTI VOIT |
Category | B04. Consumer Durables |
Entrant | HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
Production | HAKUHODO INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
TSUYOSHI TAKADA | HAKUHODO | Senior Creative Director |
TAKEHARU YOSHIOKA | HAKUHODO | Creative Director/ Copywriter |
TAISEI FUJIMOTO | HAKUHODO | Art Director |
KEISUKE TOYOTA | HAKUHODO | Planner |
SUNSUKE ENTA | HAKUHODO | Planner |
DAISUKE KITAZAKI | HAKUHODO | Planner |
SHINJI ASANO | HAKUHODO PRODUCTS | Producer |
SUSUMU SHINKAI | TOWER FILM | Producer |
SHUN NAGATA | HAKUHODO PRODUCTS | Director |
SHO YAMAMOTO | TOWER FILM | Production Manager |
The era of cordless electric tools has come. Being cordless, HiKOKI’s Multi Volt Series boast the power equivalent to corded tools. The film compares their smartness with a messy construction site. The film’s humorous depictions of workmen struggling with corded tools have attracted much attention and gained tons of views.
On the contrary to the worldwide trend valuing more flexibility and maneuverability, in Japan, workmen tend to pick corded tools from assumption that they have more power than cordless ones. By surfacing frustrations caused by corded tools once again, the film successfully launched the new cordless brand and changed the rule of the game.