Title | THE REASON I'M HERE |
Brand | MCDONALD'S JAPAN |
Product / Service | FAMILY |
Category | B05. Visual Effects |
Entrant | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | TBWA\HAKUHODO INC. Tokyo, JAPAN |
Idea Creation 2 | CATCH INC. Tokyo, JAPAN |
Production | HEADLIGHT Tokyo, JAPAN |
Post Production | HEADLIGHT Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazoo Sato | TBWA HAKUHODO | CHIEF CREATIVE OFFICER |
Satoshi Chikayama | TBWA HAKUHODO | EXECUTIVE CREATIVE DIRECTOR |
Akihiro Fukube | catch | Creative Director |
Hiroko Ichinose | TBWA HAKUHODO | Copywriter |
Eimi Iida | TBWA HAKUHODO | Copywriter |
Yuki Tokuno | TBWA HAKUHODO | Head of Art |
Hikari Ono | TBWA HAKUHODO | Designer |
Yohei Sugimoto | Freelance | Planner |
Sayaka Ono | TBWA HAKUHODO | Group Account Director |
Takahiro Takeoka | TBWA HAKUHODO | Senior Account Director |
Yuji Arai | TBWA HAKUHODO | Account Director |
Kosei Arakane | TBWA HAKUHODO | Account Director |
Megumi Yoneda | TBWA HAKUHODO | Account Supervisor |
Yu Hashimoto | TBWA HAKUHODO | Account Executive |
Masahiko Okazaki | TBWA HAKUHODO | Executive Strategy Director |
Kenji Enomoto | TBWA HAKUHODO | Strategic Planning Supervisor |
Rei Sasaki | TBWA HAKUHODO | Strategic Planner |
Takashi Aso | Headlight | Executive Producer |
Shinya Sato | Headlight | Production Manager |
Tsugihisa Tanaka | voyager | Director |
Kenshi Chiyotani | DAYTORA | Assistant Director |
Mikiya Takimoto | MIKIYA TAKIMOTO PHOTOGRAPH OFFICE | Cinematographer |
Norikiyo Fujii | Freelance | Lighting |
Hiroshi Kono | Lunch | Production Designer |
Tsunenobu Tsukimura | T2trust | Key Grip |
Daisuke Iga | band | Wordrobe |
Eito Furukubo | Ottie | Hair&Makeup |
Jean Pascal | Gambit | Casting |
Noritaka Imamura | Freelance | Offline Editor |
Yoko Izumi | Freelance | Online Editor |
Hisamichi Kido | AnimationCafe | Special Effects Computer Graphics |
Temujin Shimizu | Freelance | Sound Mixer |
Katsuya Yamada | AIIN CO.,LTD. | Music Arranger |
The scene is set in 1971 at the first McDonald's restaurant in Japan. A teenage girl, played by one of Japan's most famous actresses, Yoshiko Miyazaki, is on her first date. She doesn't eat the Big Mac and her date, walks away. The scene changes to a modern-day McDonald's, and Ms. Miyazaki is now 60-years-old and a grandmother. When asked by her grandson why she didn't eat it, she replies, "Because it's embarrassing opening your mouth so wide in front of the boy you like!" She laughs saying "but that's not an issue in front of grandpa" and takes a big bite into her BigMac.
The film features Yoshiko Miyazaki, who is a popular actress who had a breakthrough in the 1970s when the first McDonald's restaurant in Japan opened and is still active today. Miyazaki was de-aged into her young self at the time of her debut using VFX, creating a sense of nostalgia and surprise, especially for her fans who grew up with McDonald's for the past 50 years. The TVC won the top spot in the CM favorability rankings in August during a time when Olympic-related commercials filled the airwaves, thanks in part to the topicality of the casting of one of Japan's leading actress in two roles, both as her younger and current self, and the spot significantly boosted the Brand Trust and Affinity scores.
We referenced the photographs that made Ms. Yoshiko Miyazaki famous in the 1970's, and recreated her likeness using AI. By combining the latest technology with the manual retouching for each shot, we were able to recreate Ms. Miyazaki in her teens.