Title | THE WATCH STAND |
Brand | SEIKO WATCH CORPORATION |
Product / Service | WIRED |
Category | D04. Brand / Product Video |
Entrant | HAT INC. Tokyo, JAPAN |
Idea Creation | CHERRY Tokyo, JAPAN |
Idea Creation 2 | ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN |
Media Placement | ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN |
PR | ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN |
Production | HAT INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shotaro Nieda | CHERRY Inc. | Creative Director |
Masato Nakamura | ADK Marketing Solutions Inc. | Account Executive |
Akina Okabe | ADK Marketing Solutions Inc. | Account Executive |
Aya Shibata | ADK Marketing Solutions Inc. | Account Executive |
Yusuke Watanabe | HAT INC. | Producer |
Masaki Uesugi | HAT INC. | Production Manager |
Naoya Yamaguchi | HAT INC. | Director |
Tetsuro Hirano | Freelance | Cinematographer |
Tomohiro Takahashi | Freelance | Lighting |
Enzo - | R.mond inc | Art designer |
Tsuyoshi Takahashi | Decoration inc. | Stylist |
EBARA - | W inc. | Hair & Makeup |
Airi Takesaki | HAT INC. | Casting Director |
Udai Iwasaki | Sun Music Production | Actor |
Reiya Masaki | FIT Co., Ltd. | Actor |
Karin Ono | ALPHA AGENCY | Actor |
Fumika Kakizaki | WAX | Location Coordinator |
Toshiki Kamei | CUTTERS STUDIOS | Colorist |
Tsuyoshi Igawa | Freelance | Editor |
Kiyoharu Matsuzaki | IMAGICA inc. | Mixer |
Kyohei Isomura | Rokuonjo | Sound Effect |
Monaural mini plug - | Freelance | Music Artist |
With cell phones and smartwatches now widely used, the habit of wearing wristwatches and the idea that they are status symbols are fading among the younger generation. WIRED, a casual watch brand that has a 20-year history going back to 2000, wanted to get young people to go to watch stores while conveying to watch store staff how they should communicate with young people to show the value of watches when they come as customers.
This movie portrayed a skit that constructed a setting and worldview that is the exact opposite of a real watch store while also focusing on the “interaction between customers and staff selling merchandise.” It is specifically set on the street of a fictional city with a diverse mixture of Asian cultures. Placing various languages and street food in various places on the street, we created a street and stall (street vendor) that evokes memories in many people even though it is not an actual place. The content of the skit also portrayed the real feelings of young people about watches, and became an unskippable piece of entertainment with its fast-paced mismatched dialogue between the couple and the stall owner doing his sales pitch.
Set on the street of a fictional city with a diverse mixture of Asian cultures, by melding art that mixes various Asian elements with a market used until a year ago, it created a street and stall that evokes memories in many people even though it is an imagined place. The video shows the conversation between a young couple that comes across a wristwatch stall owner. The couple thinks watches are unnecessary because of smartphones, and responds coldly to the man’s fevered sales pitch in the beginning. Later, the stall owner takes a softer approach and gradually breaks the ice with the couple and shows them the good points of the watches that best suit them. But the story ends with the couple deciding to buy them at an actual watch store and leave while thanking the man. It aptly reached both young people and those working in watch stores.
It has become the most widely viewed and engaging content in the WIRED brand’s 20-year history, and the number of target audience viewers actually visiting watch stores reached 220% the number from the same period of the previous year.