Title | THE MAN WITH TOO MUCH LOVE |
Brand | CREDIT SAISON / SAISON CARD |
Product / Service | THE SUPPORTING COMPANY OF THE JAPAN NATIONAL FOOTBALL TEAM |
Category | A05. Consumer Services / Business to Business |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Production | DENTSU CREATIVE X INC. Tokyo, JAPAN |
Production 2 | DAINICHI Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Wataru Yamamoto | Dentsu | Creative Director |
Hideaki Nakagawa | Dentsu | Creative Director |
Naoki Hayasaka | Dentsu | Copywriter |
The series of four films has a main character who loves football so much that everything he does ends up playing out like something from a football match. The first scene is a group photo that ends up turning into a scene from a pre-match photo. The second scene is a morning assembly, during which the main character acts as if he’s an athlete during the singing of the national anthem. In the third scene, the main character helps a coworker put up a poster and directing him like a kicker during a free kick. In the fourth scene, during a meeting, the main character takes a coat from his boss and, rather than hanging it up, takes off his own clothes and hands them over, almost like a post-match uniform trade.
Football has a special place in Japan, where there is a tendency towards being quiet. The passion surrounding football is so great that it has become customary for young people to gather and celebrate noisily in Shibuya after national team matches. Regardless of age, when playing football people often unconsciously imitate the actions of players, especially those on the nation team. In these films, we took scenes everyone is familiar with - the pre-match photo, the signing of the national anthem, the free kick, the uniform trade - and had them play out in the office. The idea was to give some positive affirmation towards this kind of passionate behavior in the context of the often more reserved culture in Japan. By lining up the release with the national team matches we succeeded in getting people more excited about football in Japan.