Most TV commercials in Japan are 15 or 30 seconds long, and simply designed to promote the product. Few commercials are made to shape their brand through entertainment.

Confidential Information

All supporting materials (case films, digital images ) can be released, but ONLY for the judging, and at the award presentation and the exhibition use due to copy right concerned.

DO NOT release online if awarded.

To draw interest, we first produced and aired a 15-second commercial. We also made a 180-second long version for YouTube along with an 8-minute documentary with behind-the-scenes footage from the making of the commercial. This documentary got people interested and spread widely through Facebook, Twitter and other social media. And through PR exposure in various media on the setup of the event we were planning, we drew the audience to YouTube and our website.

#1 share in market.

The sight of the players living out their dreams built excitement among the audience, and that excitement became a TV commercial.

21,033 fans assembled for one brand.

YouTube commercial: 713,583 views

Making-of documentary: 228,512 views

7709 likes on Facebook

Exposure in 16 TV, 93 print, and 322 online media

PR equivalent of $3,770,290 (\383,740,186)

(The commercial aired 4600 times on TV and online between January 24 and February 28.)