Film > TV/Cinema Film: Sectors
HIGH SCHOOL GIRLS AND FOUNDER JUBE
SPOON, Tokyo / HOUSING JUBE / 2024
Overview
Credits
OVERVIEW
Why is this work relevant for Film?
The direction, character design and editing made it worth watching even without spending that much money on filming,
This film was made with an awareness of the unprecedentedness that Japanese advertisement used to have.
We think it would be competitive enough in the film section, where there are many high-level films.
Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
Housing Jube was founded as a carpenter in Katori-gun, Chiba Prefecture, Japan. On the occasion of the 125th anniversary of the company's founding, the company wanted to create a new banner. Knowing that Housing Jube is regularly nicknamed 'Jube-san（Mr. Jube）' in the local area, we decided to express the fact that the company is rooted in and loved by the local community and its roots as the founder of the company.
Write a short summary of what happens in the film
Jube Sugaya, founder of Housing Jube, time travels to help people out with their renovation needs. Summoned by the wishes of people passing by the company’s memorial—whether it’s a school girl wanting to get rid of the outdated bathroom in her home, or a housewife wanting a new kitchen—Jube is here to see what can be done.
Background:
Housing Jube was founded in 1899, starting as a construction company in a small neighbourhood by Tonosho in Chiba prefecture, Japan. It continues on today as a local home renovation company working on renovations mainly in Chiba and its surrounding areas. This TV advert was made to reach out to customers across Japan and to bring up their brand’s name recognition. Just as founder Jube Sugaya helps out each person’s needs in the advert, this film expresses how reliable this local home renovation company can be.
Describe the Impact:
In order to leave a strong visual impact of Jube, founder Jube Sugaya’s character was designed with an extra large head that seems even larger on a small man. His height is also based on the Meiji period male’s average height of 155cm. By having him appear by the company memorial, it also leaves a strong impression of him being a historical figure. His sudden appearance also adds onto the visual impact, while also leaving a very strong impression of Housing Jube’s renovation services.
The advert was released online, which allowed for it to be seen by a wider range of audiences including the younger generation, and to their general target audience of people in their 50’s who are more interested in home renovations. This simple advert that focused on leaving a strong visual impact of Jube Sugaya successfully gained brand recognition.
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