MEMORIES FOREVER

TitleMEMORIES FOREVER
BrandNTT DOCOMO
Product / ServiceDATA RECOVERY SERVICE
CategoryB06. Consumer Services / Business to Business
EntrantHAT INC. Tokyo, JAPAN
Idea Creation ADK CREATIVE ONE Tokyo, JAPAN
Idea Creation 2 ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN
Production HAT INC. Tokyo, JAPAN
Post Production TTR INC. Tokyo, JAPAN
Additional Company ACE INC. Tokyo, JAPAN

Credits

Name Company Position
Toru Fujii ADK Creative One Inc. Senior Creative Director
Jin Kameno ADK Creative One Inc. Agency Project Manager
Hiroki Tsuchida ADK Marketing Solutions Inc. Senior Account Executive
Tsutomu Horiuchi ADK Marketing Solutions Inc. Senior Account Executive
Yusuke Watanabe HAT INC. Producer
Karin Taninogami HAT INC. Production Manager
Naoya Yamaguchi HAT INC. Director
Tomohiro Hori TTR Inc. Cinematographer
Naoya Imaoka Freelance Lighting
Takanori Kako ACE Inc. Hair & Makeup
Azusa Kikuchi TTR Inc. Editor

Write a short summary of what happens in the film

This is an experimental movie asking 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 have been more used than smartphones for a long time. -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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