The prize: "A poignant documentary of things fading away or being destroyed". Our idea was to award "time-capsule movies", to preserve people's memories on DVD for future generations. Selected from the numerous entries on the "what-would-you-like-to-preserve" theme, the grand prize went to "a long established school facing closure because of the declining birthrate". We shot an in-depth documentary of this school, set to close its doors on 131 years of history with the graduation of its last three students in March 2007. "131 years of history. The last 7 days" was screened for and presented to those involved.

The documentary footage broadcasted once as a TVC on national networks. It made the headlines on news programs and newspapers throughout Japan.

>Over 500,000 hits when it posted on Maxell's website>Was the topic of over of 300 website and blogs. >Brand familiarity rose to 68%>Sales share went up to 22% (top share)The ad received Japan's only journalist-selected award for TVC as a seminal production reflecting contemporary social trends. Amidst public outcry over education (bullying and declining standards), parents and teachers are clamoring for the footage to be used in schools, an unprecedented outcome for an advertisement.