MEMORIES FOREVER

TitleMEMORIES FOREVER
BrandNTT DOCOMO
Product / ServiceDATA RECOVERY SERVICE FOR FEATURE PHONES
CategoryD01. Branded Content & Entertainment Film
EntrantADK CREATIVE ONE Tokyo, JAPAN
Idea Creation ADK CREATIVE ONE Tokyo, JAPAN
Idea Creation 2 HAT INC. Tokyo, JAPAN
Media Placement ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN
Production ADK CREATIVE ONE Tokyo, JAPAN
Production 2 HAT INC. Tokyo, JAPAN

Credits

Name Company Position
TORU FUJII ADK CREATIVE ONE INC. SENIOR CREATIVE DIRECTOR
YUSUKE WATANABE HAT INC. Producer
KARIN TANINOGAMI HAT INC. Production Manager
NAOYA YAMAGUCHI HAT INC. FILM DIRECTOR
TOMOHIRO HORI - Cameraman
NAOYA IMAOKA - Lighting
TAKANORI KAKO - HAIR & MAKE
AZUSA KIKUCHI - Editor
TSUTOMU HORIUCHI ADK MARKETING & SOLUTIONS INC. Account Executive
HIROKI TSUCHIDA ADK MARKETING & SPLUTIONS INC. Account Executive

Write a short summary of what happens in the film

This is an experimental movie asking some people like, "Who would you like to meet again?" "You just might have the chance." "What if you could revisit the memories waiting in your old mobile phone?" People are revisiting their memorial photos, movies, messages, and animations in the old mobile phones. "Is there someone you want to meet again through your old mobile phone?Bring your old mobile phone to a docomo shop to revisit your memories." NTT docomo, Your memories, forever.

Cultural / Context information for the jury

-In Japan, feature phones are more used than smartphones by 2014. -The reason why people liked the feature phones more than smartphones is that Japanese feature phones were brilliantly useful. -NTT docomo is a No.1 mobile career company in Japan and its main customers have been senior or family people who use feature phones. -To create a fresh brand experience among such conservative people was strategically important for NTT docomo. -This campaign has worked very effectively by understanding the aging society of Japan.

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