Title | UNLOCK YOU |
Brand | SEIKO |
Product / Service | WW |
Category | D04. Brand / Product Video |
Entrant | CHERRY Tokyo, JAPAN |
Idea Creation | CHERRY Tokyo, JAPAN |
Idea Creation 2 | ADK CREATIVE ONE Tokyo, JAPAN |
Production | HAT INC. Tokyo, JAPAN |
Production 2 | PYRAMID FILM Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
SHOTARO NIEDA | CHERRY | Creative Director+Planner+Copywriter+Web Director+PR Director |
YUTO TAMURA | TM INC. | Art Director |
TAIKI KAWAKAMI | CHERRY | Producer |
SATOSHI ICHISIMA | ADK Creative One | Copywriter |
YOSHIAKI YAMAMOTO | YOSHIAKI YAMAMOTO PHOTOGRAPH OFFICE | Photographer |
HAYATO ONO | SHIRO | Retoucher |
MASATO NAKAMURA | ADK Marketing Solutions | Account Executive |
HISAHIRO ASAHI | ADK Marketing Solutions | Account Executive |
AKINA OKABE | ADK Marketing Solutions | Account Executive |
AYA SHIBATA | ADK Marketing Solutions | Account Executive |
YUSUKE WATANABE | HAT | Film Producer |
MASAYUKI SHIOBARA | HAT | Production Manager |
SPIKEY JOHN | GROUNDRIDDIM | Director |
MIKUL ERIKSSON | FLEELANCE | DP |
YASUSHI MIYATA | FLEELANCE | SHOOT 1st |
MOE ARIIZUMI | FLEELANCE | SHOOT 2nd |
ALEX DIAS | FLEELANCE | SHOOT 3rd |
TAKEHIRO NAKAMURA | FLEELANCE | MOVI Operator |
SEIYA UEHARA | GROUNDRIDDIM | MOVI Assistant |
TETSUICHIRO KITAGAWA | GRID_FPV LLC. | MICRO DRONE Operator |
SEIJI KOGAMI | L'ESPACE VISION | DIT |
REGGI WHITE | FLEELANCE | 1st AD |
SOICHIRO IIDA | JAMBOREE | 2nd AD |
HIKARU SATO | FLEELANCE | Production Assistant |
RYOTO NAKAO | NAKAO | Production Assistant |
YUTA NARUMI | HAT | Production Assistant |
SHOGO KANDA | HAT | Production Assistant |
TATSURO NAKAZAWA | HAT | Production Assistant |
NAOKI HAGIO | HAT | Production Assistant |
MEI EGUCHI | HAT | Production Assistant |
TAKETO KOBAYASHI | AVEC | Production Assistant |
KATSUYA CHIDA | DHARMASTAR | Location Coordinator |
Amazing JIRO | JUR | MOLDING |
SHINICHIRO NISHIYAMA | JUR | MOLDING |
KANOH KEISUKE | FLEELANCE | Stylist |
LILHONEY PRINCESS | GROUNDRIDDIM | Casting |
AIRI TAKESAKI | HAT | Casting |
PABLO TUFARO | LAPOSTA | VFX EP and Producer |
PAUL LAVADO VERDU | LAPOSTA | Color Collection |
PABLO VERETTONI | LAPOSTA | Character Development |
GONZALO CANEPA | FLEELANCE | CG LEAD+Cloth Set Up |
LO BO | LAPOSTA | Character RIG |
IGA MOTO | FLEELANCE | Animator |
HERMAN CARATTOLI | FLEELANCE | Animator |
NICOLAS BRONER | FLEELANCE | Animator |
NICOLAS CANTARELLII | FLEELANCE | CG Artist |
MA CCA | FLEELANCE | CG Artist |
ALEJAND LIBMAN | FLEELANCE | MatchMover |
FEDERICO QUIROS | FLEELANCE | Compositor |
PABLO MAIESSE | Compositor | FLEELANCE |
CHI DO | FLEELANCE | Compositor |
SANDRA OSORIO | FLEELANCE | Compositor |
GONZALO CANEPA | FLEELANCE | Lighting Artist |
NICOLAS CANTARELLI | FLEELANCE | Lighting Artist |
KIM QUIROZ | FLEELANCE | VFX Producer |
CELESTE DE DIOS | FLEELANCE | VFX Producer |
ANTONIO GALLARDO | FLEELANCE | FLEELANCE |
THOMAS TAKAMURA | A VERY SMALL COMPANY | VFX Coordinator |
SPIKEY JOHN | GROUNDRIDDIM | OFF-LINE |
YU AZUMI | FLEELANCE | OFF-LINE |
KOJI YOSHIDA | PTHREE | OFF-LINE |
DJ UPPERCUT | GROUNDRIDDIM | MUSIC |
HIDEKI WATANABE | ZERO C SEVEN | Motion Capture |
YOSUKE KUBOE | L'ESPACE VISION | 3D Scan |
SHINTARO NAKAYAMA | FLEELANCE | Test Skater |
REN FUJIWARA | LCDJ | Performer |
HIKARU SHIIKI | PYRAMID FILM QUADRA | Interactive Producer |
YUTA SUMI | PYRAMID FILM QUADRA | Assistant Producer |
REIKO MOROTOMI | PYRAMID FILM QUADRA | Production Manager |
AZUMI TAKEYA | MEDIA CONCIERGE | Media Development |
TEPPEI ICHIHARA | PYRAMID FILM QUADRA | OOH Graphic AD |
ATSUSHI SANAGI | PYRAMID FILM QUADRA | OOH Graphic Designer |
NOBUAKI ARIKATA | Kirifuda | Web Technical Director+Programmer |
KENSHIRO NAKASHIMA | Kirifuda | Programmer |
TATSUYA TOBE | Kirifuda | Assistant Programmer |
TATSUYA TOBE | Kirifuda | Assistant Programmer |
HIROFUMI NAKAGAWA | ANDMADE | Web Art Director+Designer |
SYUJI HIRAI | DEP MANAGEMENT | Motion Graphic Designer |
SHOGO KAWATA | GORAKU | CG CD |
RYOUICHI KOYANO | GORAKU | CG DE |
TOMOAKI OKUMURA | PA Communication | PR Planner |
SHOYA KATO | PA Communication | PR Planner |
Young people do not feel the need to have a watch as long as they have a smartphone (even if they were to wear one, it would be a smartwatch.) Promoting the new street watch brand WW simply as a watch will not resonate with them. With that in mind, we publicize WW’s branded contents as the symbol of the community of people who are expressing themselves on the streets.
Youths these days don’t have the idea of wearing a watch to flaunt their social status. That’s why WW redefined the role of the watch as a “symbol of community and friends who aspire to the same values.” In doing so, they focused on street sports. Various brands are using street sports in their ad campaigns targeted at youths, showing skaters in parks and on the streets in their ads. However, it has become increasingly hard to enjoy street sports in town now. What they really want is "not to skate in parks, in competitions or in ads, but through the streets, where the sport comes from." By producing the brand's mascot and branded contents that embody their insight by combining reality (live-action), fiction (VFX), offline (streets), and online (Web), we bolstered the image of the "WW brand that unlocks (Unlock You) you."
We developed the masked mascot WW Man and released a web movie, "Who Owns the Street?" which showed him skating freely through Shibuya, Tokyo, the epicenter of Japan's street culture. At the same time, we placed figurines of WW Man in action throughout Shibuya. Anyone finding one could see an AR movie by scanning it with their smartphone, which prompted them to visit a special site where they could see WW Man skating the streets unchallenged. We also opened WW Man's Instagram account. We posted images of him living in Shibuya. We later revealed that the masked man was Japan's top inline skater, and brought an element of surprise and created a topic of conversation by also disclosing that we used WW Man's motion capture data in the VFX scenes.
WW was accepted by Japan's street culture community, and famous street sports people came out in full force to post selfies with WW Man on their Instagram pages. It attracted the endorsement of Zeebra, a legend in Japan's Hip Hop circle, and the sympathy of skaters all over the world, and turned the campaign into one that was most supported by young people in SEIKO's history, as the engagement score exceeded 1.5 million in a month, and the target expressed that the ad represented their voices.
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