Yuki Precision Co.: Industrial Jp [image]

Credits & Description:

Title: Industrial Jp
Agency: Dentsu Inc.
Brand: Komatsu Spring Industrial Co., Ltd., Asaiseisakusyo.Co.Ltd., Shin Ei Industry Co., Ltd., Sakamoto Factory Ltd., Goko Hatsujo, Co., Ltd., Iwasahaguruma Co., Ltd, Yuki Precision Co., Ltd
Country: Japan
Entrant Company: Dentsu Inc., Tokyo
Advertising Agency: Dentsu Inc., Tokyo
Pr Agency: Dentsu Inc., Tokyo / Dentsu Creative X, Tokyo
Production Company: Digital Egg, Tokyo / Dentsu Creative X, Tokyo / Deltro, Tokyo
Additional Company: Bushitsu, Tokyo
Chief Creative Officer: Yasuharu Sasaki (Dentsu Inc.)
Chief Creative Officer: Hirozumi Takakusaki (Dentsu Inc.)
Executive Creative Director: Hidetoshi Kuranari (Dentsu Inc.)
Ceo: Masato Otsubo (Yuki Precision Co., Ltd.)
Creative Director / Sound Director: Toshihide Kimura (Dentsu Inc.)
Art Director: Rintaro Shimohama (Dentsu Inc.)
Strategic Planner: Hajime Yakushiji (Dentsu Inc.)
Strategic Planner: Dan Ushikubo (Dentsu Inc.)
Strategic Planner: Yuki Shintani (Dentsu Inc.)
Art Director / Web Desginer: Masanori Sakamoto (Deltro Inc.)
Technical Director: Ken Murayama (Deltro Inc.)
Film Producer: Masafumi Fujioka (Dentsu Creative X Inc.)
Production Manager: Ryotaro Omori (Dentsu Creative X Inc.)
Music Composer: Dj Tasaka (Freelance)
Music Composer: Dorian (Freelance)
Music Composer: Dj Gonno (Freelance)
Music Composer: Cherryboy Function (Freelance)
Music Composer: Sountrive (Freelance)
Music Composer: Inner Science (Freelance)
Mastering Engineer: Naoya Tokunou (Freelance)
Film Director: Ryosuke Sone (Dentsu Creative X Inc.)
Cinematographer: Mamoru Asami (Freelance)
Cinematographer / Photographer: Keisuke Inoue (Freelance)
Cinematographer / Photographer: Dosei. (Freelance)
Film Editor: Seiji Shirasaki (Digital Egg Inc.)
Production Manager: Wataru Kitamoto (Dentsu Creative X Inc.)
Production Manager: Ryo Ishii (Dentsu Creative X Inc.)
Outcome:
The videos were not only picked up by technology related media, but music, culture, and art media as well. Interviews with the presidents of the factories and performance by musicians were featured on a popular live streaming website. Over 15,000 people enjoyed the program at the same time. As a result, the people who have the least contact with Japan’s small factories are, young people in Japan with no interest in their country’s technology. People from outside Japan who are interested in Japanese technology offered a lot of support.
Campaign Description:
We noticed minimal repeated movements and sounds of machines in the plant are similar to techno music. So we made music videos with images and sounds taken in the factories. Taking a process to spread information usually performed by a record label, we redesigned the communications of SMEs.
Strategy:
First we attract people with no interest in SMEs in Japan by using music and movie. Next we prompt them to understand these SMEs doing and their situations in Japan with subtitles of the movie, GIFs, photos and articles in the website.
Execution:
We redesigned images and communications of SMEs. Record the footages and sounds of the small factories as materials. Using these materials, like DJs select music to play, select musicians match with the materials and offer to make tracks to design images of each SMEs. And then a collaboration between a filmmaker and musician begins. Distribute the videos as Music Video in Youtube, not only as a promotion of the technology. The tracks themselves are also sold on online music site. The factories can use the videos for PR and recruitment, and the artists can use them to increase their name value.
Synopsis:
There are many SMEs in Japan but very few people know what kind of work these SMEs are doing. So we started a project to convey their charm. But the SMEs have no budget for PR.