Title | BEHIND THE MAC — CREATE A STORY THE WORLD'S NEVER SEEN |
Brand | APPLE |
Product / Service | MAC |
Category | F05. Cultural Insight |
Entrant | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Production | AOI PRO. INC. Akasaka, Tokyo, JAPAN |
Production 2 | NOMAD TOKYO, LLC, JAPAN |
Name | Company | Position |
---|---|---|
Katrien De Bauw | TBWA\Media Arts Lab LA | Global CEO |
Brent Anderson | TBWA\Media Arts Lab LA | Global CCO |
Taro Sato | TBWA\Media Arts Lab Tokyo | Managing Director |
Ricardo Adolfo | TBWA\Media Arts Lab Tokyo | Executive Creative Director |
Naoto Ichikawa | TBWA\Media Arts Lab Tokyo, TBWA\HAKUHODO | Creative Director |
Yo Kimura | TBWA\Media Arts Lab Tokyo, TBWA\HAKUHODO | Creative Director |
Naoto Ichikawa | TBWA\Media Arts Lab Tokyo, TBWA\HAKUHODO | Senior Copywriter |
Masahira Mizuta | TBWA\Media Arts Lab Tokyo | Copywriter |
Masao Ishida | TBWA\Media Arts Lab Tokyo | Designer |
Masao Sudo | TBWA\Media Arts Lab Tokyo | Account Director |
Taiki Kazama | TBWA\Media Arts Lab Tokyo | Strategic Planner |
Patrycja Sojka | TBWA\Media Arts Lab Tokyo | Strategic Planner |
Yuya Mimasu | TBWA\Media Arts Lab Tokyo | Head of Production |
Francois Lemaire | TBWA\Media Arts Lab Tokyo | Assistant Producer |
Yuki Hamajima | TBWA\Media Arts Lab Tokyo | Assistant Producer |
Hayato Chaki | TBWA\Media Arts Lab Tokyo | Producer |
Yuko Kuwabara | TBWA\Media Arts Lab Tokyo | BA Manager |
Daisuke Hijikata | TBWA\Media Arts Lab Tokyo | BA Manager |
Claire Macaraeg | TBWA\Media Arts Lab Tokyo | Editing / Translation |
Seiya Matsumiya | Black Cat White Cat | Music Supervisor |
Joe Connor | Black Cat White Cat | Associate Music Supervisor |
Josh Marcy | TBWA\Media Arts Lab LA | Director of Music |
Sarah McMullen | TBWA\Media Arts Lab LA | Music Supervisor |
Aron Helfet | TBWA\Media Arts Lab LA | Music Supervisor |
Aya Nagao | OMD Hakuhodo | Media Planner |
Rina Kimura | OMD Hakuhodo | Media Planner |
Ayumi Dejima | OMD Hakuhodo | Media Planner |
Kei Aota | OMD Hakuhodo | Senior Media Director |
Shunsuke Osada | Nomad TOKYO | Producer |
Masateru Kugishima | Nomad TOKYO | Producer |
Ryosuke Fujimoto | Nomad TOKYO | Editor |
David Warren | Nomad LONDON | Editor |
Nanako Kawasaki | Nomad TOKYO | Assistant Editor |
Toru Nakahata | REDHILL | Flame Artist |
Shuji Aonuma | REDHILL | Sound Mixer |
Keisuke Mizusako | AOI Pro. | Executive Producer |
Rikiya Saito | AOI Pro. | Producer |
Taiki Hakari | AOI Pro. | Production Manager |
Yukina Eto | AOI Pro. | Production Manager |
In the past, anime was seen as something reserved for children and geeks. Currently, however, it has become central to the youth culture in Japan. Anime has dominated over 60% of Japan’s box office hits in the past 3 years. Students were the biggest contributors to this and they are often portrayed as the main characters in anime films and TV series. Anime directors in Japan have been creating their films with MACs and their love for the brand has been expressed in endless variations of the fruit logo, which showcase how Mac is an integral part of the creative culture in Japan. Sometimes it’s an apple with two bites, a pear or even an heart. Based on the insight that students are most often the heroes of anime films, we’ve created an OOH campaign targeting the youth where their beloved characters go through their daily adventures behind the Mac.