RED B.A: CALL HER NAME

Credits & Description:

SUB CATEGORY : LOTUS ROOTS
COMPANY ENTERING : HAKUHODO INC., TOKYO
ENTRY TITLE : CALL HER NAME
BRAND : RED B.A
ADVERTISER : POLA
ADVERTISING AGENCY : HAKUHODO INC., TOKYO
CREATIVE DIRECTOR : SHOTA HATANAKA
COPYWRITER : AIKA TAMIYA
ART DIRECTOR : TAIGA MATSUGUMA
ACCOUNT DIRECTOR : YUMIKO WATANABE
ACCOUNT MANAGER : TAIKO OOIZUMI
ACCOUNT EXECUTIVE : KEISUKE KONDO/MIKI IWASAWA
STRATEGIC PLANNING DIRECTOR : YOSHITAKA MATSUURA
PRODUCTION COMPANY : TOKYO, TOKYO/TAIYO KIKAKU CO.,LTD., TOKYO
DIRECTOR : KAZUMA KITADA
CINEMATOGRAPHER/D.O.P : SHINGO IKEURA
GAFFER : HIROKI NISHIGAYA
EDITOR : MICHINARI MAEDA/TOMOHIKO KAMINOGOU
PRODUCTION PRODUCER : TOSHIYUKI TAKEI
PRODUCTION MANAGER : MAKOTO TAKAHASHI/YURI EBINA/RINTARO KOZASA/TOMOYA TAJIMA
STYLIST : NAOKI YAMADA
HAIR & MAKE-UP : MAYU
SOUND PRODUCTION COMPANY : AUDIOFORCE, BERLIN
MUSIC COMPOSER : THOMAS SUESS
MUSIC ARRANGER : THOMAS SUESS
SONGWRITING : ROBERT
MIXER : KANAKO KAWASE
SPECIAL EFFECTS COMPANY : AUDIOFORCE, BERLIN
CULTURAL EXPLANATION : IN JAPAN, WHEN WOMEN GET MARRIED AND HAVE CHILDREN, ABOUT 70% OF THOSE PEOPLE ARE NO LONGER CALLED BY THEIR FIRST NAME BY THEIR PARTNERS, BUT RATHER AS “MOMMY” OR “MOM” AS THEIR CHILDREN CALL THEM. (BASED ON MARITAL RESEARCH) THIS IS A UNIQUE TRADITION FOUND HERE IN JAPAN AMONGST MARRIED COUPLES WITH CHILDREN. FOCUSING ON THE CUSTOM OF MARRIED JAPANESE WOMEN NOT BEING CALLED BY THEIR FIRST NAMES, THIS CAMPAIGN ACTUALLY SCIENTIFICALLY ATTEMPTED TO PROVE THAT WOMEN COULD BECOME BEAUTIFUL THROUGH SUCH A SMALL TRIGGER. AS A RESULT, THERE WAS A 15.9% INCREASE IN THE LEVEL OF OXYTOCIN, THE BEAUTY HORMONE, WHICH PROVED THAT WOMEN COULD BECOME BEAUTIFUL BY BEING CALLED BY THEIR FIRST NAMES ONCE AGAIN. THIS SCIENTIFIC DISCOVERY LED TO THE DEBATE OF RETHINKING THE CONCEPT OF MARRIAGE ITSELF AND BECAME A SOCIAL ACTIVITY INVOLVING THE WHOLE NATION.
ENGLISH CONTEXT EXPLANATION : IN JAPAN, WHEN WOMEN GET MARRIED AND HAVE CHILDREN, ABOUT 70% OF THOSE PEOPLE ARE NO LONGER CALLED BY THEIR FIRST NAME BY THEIR PARTNERS, BUT RATHER AS “MOMMY” OR “MOM” AS THEIR CHILDREN CALL THEM. (BASED ON MARITAL RESEARCH) THIS IS A UNIQUE TRADITION FOUND HERE IN JAPAN AMONGST MARRIED COUPLES WITH CHILDREN.
THE BRIEF : IN JAPAN, WHEN WOMEN GET MARRIED AND HAVE CHILDREN, ABOUT 70% OF THOSE PEOPLE ARE NO LONGER CALLED BY THEIR FIRST NAME BY THEIR PARTNERS, BUT RATHER AS “MOMMY” OR “MOM” AS THEIR CHILDREN CALL THEM. (BASED ON MARITAL RESEARCH) THIS IS A UNIQUE TRADITION FOUND HERE IN JAPAN AMONGST MARRIED COUPLES WITH CHILDREN. WITH THE BELIEF THAT “EVERY WOMAN HAS THE INSTINCT TO BE BEAUTIFUL”, COSMETICS BRAND RED B.A FELT THAT A MOTHER’S “INSTINCT TO BE BEAUTIFUL” IS KEPT DORMANT DUE TO THE UNIQUE CUSTOM OF JAPANESE MARRIAGE. SO THEY AIMED TO AWAKEN THE INNER BEAUTY WOMEN POSSESS THROUGH A SOCIAL ACTIVITY. WE CONDUCTED A SCIENTIFIC EXPERIMENT ON MOTHERS WHOSE PARTNERS NO LONGER CALL THEM BY THEIR FIRST NAME TO ONCE AGAIN BE CALLED BY THEIR NAME. THE EXPERIMENT WAS CONDUCTED ON 19 MOTHERS TO SEE THE CHANGES IN THE LEVEL OF HORMONES WITHIN THEIR BODY BEFORE AND AFTER BEING CALLED BY THEIR FIRST NAMES. (BASED ON SALIVA TEST RESULTS) THE RESULTS LED US TO UNDERSTAND THAT THERE WAS A 15.9% INCREASE IN THE LEVEL OF OXYTOCIN, “THE BEAUTY HORMONE”. IT SHOWED SCIENTIFIC PROOF THAT WOMEN COULD BECOME BEAUTIFUL BY BEING CALLED BY THEIR FIRST NAMES. THIS SMALL DISCOVERY IMMEDIATELY SPREAD ACROSS JAPAN CAUSING DEBATES TO BREAK OUT THROUGHOUT THE COUNTRY, INCLUDING DEBATES ON THE WHOLE CONCEPT OF MARRIAGE.
THE STRATEGY : FIRST OF ALL, TOGETHER WITH A RESEARCH INSTITUTE, RED B.A PERFORMED AN EXPERIMENT ON 19 MOTHERS TO RESEARCH IF THERE ARE ANY CHANGES WITHIN THE BODY BY CALLING THEM BY THEIR FIRST NAMES THE EXPERIMENT WAS PERFORMED AS FOLLOWS. 1. THE EXPERIMENT WAS AIMED AT WOMEN WHO HAVE NOT BEEN CALLED BY THEIR FIRST NAMES FOR AT LEAST THREE YEARS AND IN THEIR DAILY LIVES ASKED THEIR HUSBANDS TO CALL THEM BY THEIR FIRST NAMES INSTEAD OF “MOMMY” OR “MOM”. 2. EXTRACT SALIVA FROM THE 19 MOTHERS BEFORE AND AFTER (ONE MONTH) THE EXPERIMENT. 3. ANALYZE THE LEVEL OF HORMONES IN THE SALIVA, ESPECIALLY THE CHANGE IN THE LEVEL OF OXYTOCIN HORMONES KNOWN AS THE “BEAUTY HORMONE”. AS A RESULT, THERE WAS A 15.9% INCREASE IN THE LEVEL OF OXYTOCIN, THE BEAUTY HORMONE, WHICH PROVED THAT WOMEN COULD BECOME BEAUTIFUL BY BEING CALLED BY THEIR FIRST NAMES. WE THEN RELEASED A FILM WHICH WAS SHOT THROUGHOUT THE EXPERIMENTAL PROCESS TOGETHER WITH SPECIFIC EXPERIMENTAL DESCRIPTIONS ON THE PROJECT WEBSITE. THE RESULTS WERE ALSO DISTRIBUTED AS DIGITAL DATA FOR PEOPLE TO DOWNLOAD. THIS DISCOVERY IMMEDIATELY SPREAD ACROSS JAPAN AND MADE HEADLINE NEWS THROUGHOUT VARIOUS MEDIA GENERATING A DEBATE ABOUT THE WHOLE CONCEPT OF MARRIAGE IN JAPAN. ADDITIONALLY, THE LABORATORY ANNOUNCED THE RESULTS OF THE EXPERIMENT OFFICIALLY IN AN ACADEMIC CONFERENCE. THE SMALL DISCOVERY FOUND BY THE COSMETICS COMPANY HAS NOW BECOME A SCIENTIFIC FACT.
THE RESULT : FOCUSING ON THE CUSTOM OF MARRIED JAPANESE WOMEN NOT BEING CALLED BY THEIR FIRST NAMES, THIS CAMPAIGN ACTUALLY SCIENTIFICALLY PROVED THAT WOMEN COULD BECOME BEAUTIFUL THROUGH SUCH A SMALL TRIGGER. THIS DISCOVERY LED TO THE DEBATE OF RETHINKING THE CONCEPT OF MARRIAGE ITSELF AND BECAME A SOCIAL ACTIVITY INVOLVING THE WHOLE NATION. DETAILED RESULTS ARE AS FOLLOWS. ・ IT HAD GENERATED 10 MILLION DOLLARS WORTH OF MEDIA PUBLICITY INCLUDING THE RESEARCH PRESENTATION. ・5,440% INCREASE ACROSS 10 DAYS IN THE DAILY RATE OF TWEETS ABOUT THE BRAND. ・ AN INCREASE OF 27% IN THE BRAND’S REPUTATIONAL RATING. ・ A 144% BOOST IN SALES. ・ THE RESULTS OF THE EXPERIMENT WAS OFFICIALLY ANNOUNCED IN AN ACADEMIC CONFERENCE AND THE DISCOVERY BECAME A SCIENTIFIC FACT.