HIKOKI

TitleHIKOKI
BrandKOKI HOLDINGS CO., LTD.
Product / ServiceMULTI VOIT
CategoryB04. Consumer Durables
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO INC. Tokyo, JAPAN

Credits

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

Write a short summary of what happens in the film

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.

Cultural/Context information for the jury

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.

Links

Video URL