Cannes Lions
DENTSU INC., Tokyo / HYUGA CITY / 2017
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Hyuga city, located at the south end of Japan, is known as a holy surfing location among top surfers. Warm waves can be enjoyed throughout the year, and the location is filled with relaxing atmosphere. The challenge is to make the location known to more people and have them come visit. In Japan, we have a custom where when one gets heart broken, he heads to the sea. Taking advantage of such custom, this story documents a heart broken internet geek losing 20 kg and turning healthily into a real surfer, over a course of time as he stays in Hyuga.
This movie spread widely on social media, and was picked up on various TV programs as a viral movie that boosted local attention.
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