|Title||RED BLOOD CELLS|
|Product / Service||BODYPEDIA|
|Category||B01. Brand-led Education & Awareness|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Idea Creation 2||PARTY Tokyo, JAPAN|
|Production||GEEK PICTURES Tokyo, JAPAN|
|Hiroki Nakamura||PARTY||Executive Creative Director / Founder|
|SHUMPEI MURATA||DENTSU||Creative Director|
|Mai Shibatani||DENTSU||Art Director|
|Kai Oe||GEEK PICTURES||Director|
|Masaharu Hasebe||GEEK PICTURES||Cinematographer|
|Shinichi Kawahara||GEEK PICTURES||Gaffer|
|Takehiko Mori||GEEK PICTRES||Production Designer|
|Masato Sato||GEEK PICTURES||Executive Producer|
|Masaaki Niiyama||GEEK PICTURES||Film Producer|
|Kyohei Kaneko||WINK 2||Editor|
|Shigeyori Toma||WINK 2||Colorist / Flame Artist|
|Manabu Tanaka||WINK 2||Post Producer|
|Gakujin Ariki||WINK 2||Sound Designer|
|Tetsuo Akutsu||NHK EDUCATIONAL||Client|
|Takehiro Asai||Japan Broadcasting Corporation||Client|
|Tomoyuki Shirakawa||NHK EDUCATIONAL||Client|
Being a public broadcasting, NHK Educational TV is prohibited by law from airing commercials.
Our target was children between 4 and 9 years old. Especially those who are not good at science as a subject.
We created a fictional company called "ORGAN" as an advertiser of these TV commercials, where each organ was advertised as if it is products of "ORGAN" company. These organ commercials were broadcast during the science educational TV programme for kids. In this film, "Red Blood Cell", Santa Clause comes in a room of kindergarten with a white big bag. Children get excited about what they will get as Christmas gifts. However, he just gives them air. We cut to see hero cut and realise he carries oxygen. This story expresses the function of red blood cells.
While the Japanese educational level is quite high in the world, there are many elementary school students who are not good at science. Moreover, statistics show they have less interest especially in the “human body”. This decline in students' positive attitude toward science is one of the big social issues in Japan and our government has been tackling the problem.