Title | KIDS' VOICES - SUMO |
Brand | GOLDBEAR |
Product / Service | HARIBO |
Category | A01. Direction |
Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
Idea Creation | BEACON COMMUNICATIONS Tokyo, JAPAN |
Production | ONION INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Koji Okada | Beacon Communications k.k. | Creative |
Yukichi Shikata | Beacon Communications k.k. | Creative |
Naoko Mizuno | Beacon Communications k.k. | Creative |
Yuko Nakajima | Beacon Communications k.k. | Creative |
Naoko Adachi | Beacon Communications k.k. | Brand Strategy |
Toshiji Kimura | Beacon Communications k.k. | Production |
Johan Ahlner | Beacon Communications k.k. | Business Management |
Toshihiro Furuya | Beacon Communications k.k. | Business Management |
Mayu Sato | Beacon Communications k.k. | Project Managing |
Izumi Arakawa | Beacon Communications k.k. | Business Management |
Takao Kuramoto | Onion Inc | Production |
Yena Kim | Onion Inc | Production |
YUKI TASAKITAKA | Onion Inc | Production |
Koya Yokoyama | Onion Inc | Production |
Chie Okamoto | Onion Inc | Production |
Takaaki Muraki | Onion Inc | Production |
Ryogo Tachiwada | Onion Inc | Production |
Noriyuki Numata | Onion Inc | Production |
Yuko Takagi | Onion Inc | Production |
Yasuhiro Nakahara | Freelance | Production |
KATSURA YAMADA | Freelance | Production |
Yasuhiro Tanaka | Freelance | Production |
Yoshinori Tashiro | Way | Production |
Under the theme of "Eating Haribo can bring smiles to the faces of adults and children alike," the sumo wrestlers, who were tired during the break, started talking in a child's voice when they ate Haribo.
Big sumo wrestlers eating gummy bears in a sumo stable. Their voices are so different from their appearance that it is as if cute children are talking. This is based on Haribo's global Kids' Voices campaign, in which children's voices are recorded first. We collaged the natural words that came out while asking questions about Haribo and sumo wrestling to create a story. To express reality, the location was an actual sumo stable, and all the wrestlers were former sumo wrestlers. “It was the first time for me (director) to have already recorded the voices, but since the children's voices sounded so cute, I wanted to bring out the innocence and cuteness of the wrestlers as well.” "I moved in close to the camera as if the camera were another member of the circle. I asked the wrestlers to act as if they were communicating with the camera."