Cannes Lions

IICHIKO

FLACOCO, Tokyo / SANWA SHURUI CO. / 2012

Film

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Description

The devastating destruction of the Great Touhoku earthquake, on March 11th 2011, has impacted the course of Japanese lives.The destruction and the ongoing nuclear fears surrounding the Fukushima Nuclear Plant had overwhelmed the Japanese people with fear, hardship and a feeling of hopelessness. In the midst of the recovery-effort, and as TV-commercial broadcasting started to return, what was being aired were endless public announcements. While convinced that the TV commercials will get back to normality, we were endlessly thinking about the concept of what a TV commercial should express after such a devastating event. We did not want the people affected directly and indirectly by the tragic events to feel resentful or be fearful toward nature itself. We felt that a TV commercial can heal and communicate a feeling back to love and appreciate nature, to move forward, and to look up towards the light with a vision of a hopeful future. It was through these strong thoughts and compassion that this commercial was produced.The naturally-occurring, majestic northern lights in the midst of an expansive starry night-sky were shot without any visual manipulation.

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