Bronze
Online Film
Humor Campaign
| Entrant: | VML & Ogilvy Japan, Tokyo |
| Brand: | Fanta |
| Title(s): | "Mr. Drone", "Mr. Wild", "Ms. Hot Spring" |
| Corporate Name of Client: | The Coca-Cola Company |
| Client Company: | The Coca-Cola Company, Tokyo |
| Media Company Integration Manager - Hakuhodo Inc.: | Shoko Tokuda |
| Media Company Account Executive - Hakuhodo Inc.: | Hiroki Sakurai |
| Agency: | VML & Ogilvy Japan, Tokyo |
| Agency Creative Chairman: | Doug Schiff |
| Agency Chief Creative Officer APAC - Ogilvy: | Reed Collins |
| Agency Chief Creative Officer APAC - VML: | Paul Nagy |
| Agency Chief Creative Officer: | Yasushi Arikawa |
| Agency Chief Creative Officer - Landor: | Takayuki Niizawa |
| Agency Creative Director: | Naoto Nishio |
| Agency Copywriter: | Hokuto Ishikawa |
| Agency Art Directors: | Fumihiro Tokue/Kaname Kimura |
| Agency Category Lead: | Ryuzo Mamiya |
| Agency Integration Lead: | Masatake Fujimori |
| Agency Integration Manager: | Keiya Kimura |
| Agency Operation Lead: | Hideki Miyazawa |
| Agency Studio X Lead - Grey Tokyo: | Sayaka Adachi |
| Agency Program Director - Grey Tokyo: | Yoshikazu Shimano |
| Agency Chief Strategy Officer: | Rui Nago |
| Agency Executive Strategic Director - Landor: | Masahiko Iiyama |
| Agency Strategic Director - Grey Tokyo: | Manabu Kudo |
| Agency Account Executive: | Mirai Saito |
| Agency Planner: | Masaya Abe |
| Production Company: | AOI Pro. Inc., Tokyo |
| Production Companies Producer(s): | Go Ito/Takehiro Yamada |
| Director - WHOAREYOU / TYO Inc.: | Wataru Sato |
| Cinematographer - OND° / Tohokushinsha Film Corp: | Hiroshi Machida |
| Production Companies Planners: | Mahomi Uno/Shin Imai |
| Production Company Production Manager: | Maho Miyakawa |
| Post-Production Company: | OMNIBUS JAPAN Inc., Tokyo |
| Post-Production Company Producer: | Shuhei Kato |
| CG - TREE Digital Studio Inc.: | Shoji Takagi |
| Location Coordinator - Groovre Inc.: | Tomofumi Kaminaga |
| Sizzle - TOPUP Inc.: | Moeno Kanda |
| Lighting Freelance: | Makoto Tsukayama |
| Offline Editors - Freelance: | Norihiko Maeda/Takeo Yamashita |
| Art - Freelance: | Naoki Soma |
| Sound Mixer/SE etc. - Freelance: | Toru Komatsu |
| Casting Company: | GOLD CAST Inc., Tokyo |
| Casting Agent: | Mizuki Horiuchi |
| Stylist - the few Inc.: | Mie Minagawa |
| Hair & Make-Up - GLASSLOFT inc.: | Shiho Sakamoto |
Cultural Context:
Students in Japan can be overwhelmed with all the rules of their strict schools, and even more so with the unconventional and often unreasonable teaching styles of their instructors.
We found this to be a fruitful well to draw from for the campaign’s scenarios, while showing the brand understands the kids’ need to refresh.
The challenge was to connect with the market in a way that was fun, authentic, distinctive and refreshingly Fanta.
In ‘Mr. Drone, the teacher is a geeky type who, while returning test papers, moving about the room via an out-of-control drone, ends up flying out the window, test papers flying. In 'Mr. Wild' the teacher is consumed by the ultra-strict school dress codes is seen badgering kids for their very minor sartorial violations, all the while going shirtless.
And 'Ms. Hot Springs' is a teacher obsessed with Japanese onsens (hot springs, which is a passion for many middle-aged ladies in Japan), and so has one planted inside the classroom, issues ensue. The kids in all three recover together after the trauma with a Fanta that refreshes.