Title | THE ROOM OF INNER FEELINGS |
Brand | LIFULL |
Product / Service | FILM |
Category | A01. Glass |
Entrant | LIFULL Tokyo, JAPAN |
Idea Creation | LIFULL Tokyo, JAPAN |
Media Placement | LIFULL Tokyo, JAPAN |
PR | LIFULL Tokyo, JAPAN |
Production | AOI PRO. INC. Tokyo, JAPAN |
Production 2 | NION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kohei Kawasaki | LIFULL | Creative Director / Planner |
Katsuhiro Hashimoto | LIFULL | Project Manager / Planning Director |
Takashi Yoshioka | LIFULL | Project Manager / Planner |
Megumi Tanaka | LIFULL | Planner |
Takaya Masuda | LIFULL | Art Director |
Akihiro Kuwahara | LIFULL | Art Director |
Hisaya Kato | AOI Pro. | Producer |
Toshiyuki Takei | NION Inc. | Producer |
Mirai Shiotani | AOI Pro. | Production Manager |
Kohei Miyazato | NION Inc. | Production Manager |
Makoto Sometani | Freelance | Production Assistant |
Janmaiko Nonomura | Freelance | Production Assistant |
Kosai Sekine | NION Inc. | Director |
Senzo Ueno | NION Inc. | Director of Photography |
Takao Baba | Freelance | 1st AC |
Kiyotaka Nogami | Freelance | 2nd AC |
Keisuke Murata | Freelance | 2nd AC |
Shunta Ishizuka | Freelance | 2nd AC |
Natsumi Tsuji | Freelance | 3rd AC |
Satoshi Igarashi | Freelance | DIT |
Tomohiro Takahashi | Freelance | Gaffer |
Tomohiro Kawana | Freelance | Electricians |
Hiroko Yamanishi | Freelance | Electricians |
Hideto Ishii | Freelance | Electricians |
Hiroyuki Asami | Freelance | Electricians |
Ken Takahashi | Freelance | Recording |
Shohei Funamoto | Freelance | Recording Assistants |
Takeshi Sugawara | Freelance | Recording Assistants |
Saori Kameda | Freelance | Prop Master |
Mana Oto | Freelance | Assistant Prop Master |
Tadashi Baba | weeds | Carpenter |
Miho Tokiwa | Freelance | Hair & Make Up |
Satoru Suzuki | bonds | Driver |
Yusuke Wakita | Freelance | Editor |
Masahiro Hasegawa | Freelance | Colorist |
Seiya Matsumiya | Black Cat White Cat Music | Music Producer |
John Shyder | Freelance | Composer |
Temujin Shimizu | Freelance | Re-recording Mixer |
Hayato Makinose | Twinkleland | Online Editor |
Yohei Kataoka | Twinkleland | Online Editor |
Yuriko Iino | The University of Tokyo | Advisor |
Japan ranked 120th out of 156 countries, in the most recent Global Gender Gap Report announced in 2021, positioned in the the bottom group among other developed nations. About 60% of the Japanese population do not feel comfortable of talking about the topic of gender. LIFULL, a leading social enterprise in Japan, committed to contributing to the fifth goal of the SDGs of “achieving gender equality and empowering all women and girls”, introduced this work to the society, aiming to provide a platform that can spark conversations about gender and diversity.
In Japan, “gender” is perceived as a taboo subject for corporate advertising. Therefore, LIFULL took a novel approach to work directly with the production crew of the project. The non-interrupted relationship between the advertiser, LIFULL and the production team, without involving an advertising agency who is the usual intermediary in creative development processes in Japan, enabled the work to create and convey an unconventional message which did not exist in Japan.
“Home” is an iconic element of LIFULL company who hosts the largest real-estate information service in Japan. Featuring the essence of the company’s core business of “LIFULL HOME’S” and using the idea of “home” as a metaphor of the safest place for people, LIFULL created a space where participants could have open and unscripted dialogues to share their true feelings. The only given rule to the panelists was to respect every comment and listen to all opinions without judgement. LIFULL made sure to secure the participants’ psychological safety by giving them the right to delete their remarks lat post-editting if not desired to go out in public, and by also having the film director and two employees of LIFULL attending the conversation. The safe environment empowered the participants to exchange their “rue and real feelings.
The phrase of “Diversity and Inclusion” has acquired an awareness rate of 70% in Japan. However, the level of understanding of what it means, remains at 30%. Behind these numbers, we can see historical and cultural implications of the ethnically homogeneous nature of Japan as an island nation. LIFULL hosted a platform where viewers could watch conversations among panelists discussing about gender which has been one the most challenging topics in Japan. The film offered an opportunity to think of ways of bringing more diversity into the individual values in Japan. LIFULL, a company that strongly embraces diversity, made sure of avoiding expressions in the film of specific point-of-views about male/female mindsets or stereotypical opinions of LGBTQ+. It is a demonstration of the company’s attitude of accepting every different value.
Gender is a challenging topic in Japan. LIFULL created a film which was made with an intention to spark conversations about this topic. The film was published online in two versions, one in Japanese audio only and the other with English subtitles, which were viewed in total of more than 100,000 times. Sept 26: LIFULL invited journalists to a press conference and previewed the corporate documentary film which became covered by many media who had strong interest in gender issues. Sept 27: Famous celebrities of younger generations who were advocators of gender differences posted comments on social networks. Nov 21: Screened the film at Peace Day, an event to facilitate dialogues related to the topic of “peace”, providing an opportunity to the event participants to experience the stories introduced in the work. Dec 13: Tokyo University used the film as a material to think about this issue with young students.
Lifted LIFULL’s brand awareness rate by 2.1 points, equivalent to 3 million of the Japanese population. Efficiency in awareness-building was 40% higher than other adversing formats including TVC and internet ads. This film marked an outstanding record of users’ film-viewing time of 17min 20sec in average, which is a remarkable result against the normal average of time-spent on long films limited to only 4min 50sec. Introduced as an educational material at Japan’s highest academic institution, Tokyo University.