UNLOCK YOU

TitleUNLOCK YOU
BrandSEIKO
Product / ServiceWW
CategoryB06. Innovative Use of Influencers
EntrantCHERRY 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

Credits

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

Why is this work relevant for PR?

Street Sports is now a typical Youth Culture. Its top players have great influence over young people. In this campaign, we used Ren Fujiwara who is Japan's top inline skater, without revealing his identity at the beginning in order to leave people wondering "Who is that?" and make our contents become topics of conversation among street sports community. Through this campaign, we could convey the insights of street sports community "not to skate in parks, in competitions or in ads, but through the streets, where the sport comes from.".

Background

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.

Describe the creative idea (20% of vote)

We ran a campaign to turn the new street watch brand WW into one that is recognized as a symbol of the street culture community in just one month, by publicizing its debut to youths engaged in street culture. We focused on the street sports community, which is often used in ads by youth-oriented brands and used their insight, “We want to skate on the streets, where the sport comes from, not just in parks and in competitions or in ads.” We released a web movie “Who Owns the Streets?” which showed the brand’s mascot WW Man in a mask 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. We also opened WW Man's Instagram account. We posted images of him living in Shibuya.

Describe the PR strategy (30% of vote)

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."

Describe the PR execution (20% of vote)

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.

List the results (30% of vote)

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.

Links

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