|Title||A NEW ERA|
|Product / Service||SOFTBANK CORP.|
|Category||A05. Use of Original Composition|
|Entrant||GEEK PICTURES Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Idea Creation 2||DRILL Tokyo, JAPAN|
|Idea Creation 3||POLARNO Tokyo, JAPAN|
|Production||GEEK PICTURES Tokyo, JAPAN|
|Yoshimitsu Sawamoto||DENTSU INC.||Creative Director/Planner/Copywriter|
|Ryu Tamogami||DENTSU INC.||Planner/Copywriter|
|Noriaki Onoe||DENTSU INC.||Planner/Copywriter|
|Shimpei Mizumoto||DENTSU INC.||Planner/Copywriter|
|Yu Takiguchi||DENTSU INC.||Producer|
|Naohiro Tanimura||GEEK PICTURES INC.||Producer|
|Yuki Taniguchi||GEEK PICTURES INC.||Production Manager|
|Naoki Soma||ATAKKANTE||Production Design|
|Masanori Matsumoto||Freelance||Offline Editor|
|Haru Murata||Freelance||Online Editor|
|Mitsuharu Hayakawa||digital egg inc.||Online Editor|
|Daisuke Kawamura||digital egg inc.||Mix|
We expressed the inner mentality of the message of “Be unbound”, by having a rock musician becoming unbound to his established genre, and taking on the new challenge of singing rap.
Many people are controlled by the data limits of their smartphones, but we wanted to show people that they should not let such things control them; that they should face smartphones and other technologies properly.
In the current state of affairs where people let their lives be controlled by the data limits of their smartphones, we used video and music to convey the message that people need to properly tame their smartphones as the ones in control.
As a movie that criticizes the situation of people being bound by their smartphones, we had a famous rock singer who had never once tried to rap, sing the hip-hop song “Be Unbound”.
Mainly aired as a TV commercial, as well as on the web. The artist also actually released the song on CD.
Centering on the artist’s fans, it attracted quite a lot of attention. Many tweets were made about it on social media, and the rock musician's first foray into rap echoed broadly.