Cannes Lions

THE LAST TRAIN

DENTSU INC., Tokyo / SUNTORY HOLDINGS LIMITED / 2018

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Case Film
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Overview

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Credits

OVERVIEW

Description

In an empty station, a surprise awaits the station master who will be retiring in spring.His long career has been full of ups and downs.The only constant has been the expectation that the trains run according to schedule.Working tirelessly behind the scenes, he and his staff have kept the trains running smoothly and safely for many years.A collaboration between the Tokyo Metro staff and the worker’s best friend Suntory BOSS results in an unforgettable surprise and a fitting send-off.

Execution

The collaboration between the Tokyo Metro staff and the worker’s best friend Suntory BOSS results in an unforgettable surprise and a fitting send-off. In March, when many people retire, we released the surprising film on YouTube and each station advertisement screens at the same time.

Outcome

After the release of the film, it was spread on the social media.Also, it drew enormous media attention from TV and other social medias and gained approximately 3,000 likes on YouTube.It created the strong brand image of Suntory coffee, Boss; the worker's AIBO; a reliable partner with long years of experience that could be trusted.This video got a lot of empathy throughout Japan and was awarded Grand Prix at Japan's prestigious advertisement award "The 56th JAA -Japan Advertisers Association- Advertisement Contests Chosen By Consumers".

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