ADULT, BE COVERED WITH PRIDE.

TitleADULT, BE COVERED WITH PRIDE.
BrandTOKYO CITY KEIBA
Product / ServiceLEISURE
CategoryA03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantADK MARKETING SOLUTIONS INC. Tokyo, JAPAN
Idea Creation ADK CREATIVE ONE Tokyo, JAPAN
PR ADK Tokyo, JAPAN
Production ADK CREATIVE ONE Tokyo, JAPAN
Production 2 TOWER FILM Tokyo, JAPAN
Production 3 BUZZIN Tokyo, JAPAN

Credits

Name Company Position
Ju Nishihara ADK Creative One Inc. Chief Creative Officer
Kensaku Kamada camada Copywriter
Syunsuke Miki ADK Creative One Inc. Art Director
Hideaki Mizutani C-dash Copywriter
Satoru Watabe freelance Director
Yoshihiko Uemoto Tower Film producer
Tatsuro Yamazaki Tower Film Producer
Yoshitaka Nomura ADK Creative One Inc. Communication Planner
Tatsuki Okubo ADK Creative One Inc. Planner
Ryosuke Kagata ADK Creative One Inc. Planner
Nao Tanahashi ADK Creative One Inc. PR Director
Ayumu Furukawa ADK Creative One Inc. Communication Director
Naoki Muroi A-Bridge Casting
Takashi Kanai A-Bridge Casting
Miho Yamamoto Tower Film Production Manager
Higashi Ishida masuda management Director Of Photography
Samon Nagai freelance Gaffer
Karin Konishi freelance Production Designer
Kyohei Ito PTHREE Post Production
Yosuke Terui PTHREE Post Production
Koji Yoshida PTHREE Post Production
Tomonori Sakaguchi ADK Marketing Solutions Inc. Account
Junsei Katori ADK Marketing Solutions Inc. Agency Producer
Shigetoshi Takamoto Bazzin Producer
Hiroki Watanabe ADK Marketing Solutions Inc. Account
Yudai Ogura ADK Marketing Solutions Inc. Account
Hikaru Wachi ADK Marketing Solutions Inc. Account
Fumitoshi Yamamoto ADK Marketing Solutions Inc. Account

Write a short summary of what happens in the film

An impressive narrative is spun by the adults who symbolize Tokyo City Keiba. "Pride? It'll disappear like dust. "Before you know it, you'll be proud of yourself." The film stylishly depicts Tokyo City Keiba by overlaying the racing scene of an authentic dirt horse race and the cool adults.

Cultural / Context information for the jury

Japan's horse racing market can be divided into two categories: central horse racing, which has a nationwide presence, and local horse racing, which is scattered throughout the country. In order for Tokyo City Keiba, one of the local horse races, to spread its wings nationwide, it is essential to differentiate itself from the central horse races. In order to differentiate itself from the central horse races, which are held during the daytime on weekends and use blue skies and grass for cheerful communication, Tokyo City Horse Racing, which holds dirt races on weekday evenings, should establish an image of being mature and authentic. We also wanted to improve the image of horse racing as a whole by encouraging the adults in Japan who have lost their energy after the Corona disaster.