| Cannes Lions, 2015 | ||
|---|---|---|
| BRANDED CONTENT AND ENTERTAINMENT | BRANDED ENTERTAINMENT: ORIGINAL USE OF MUSIC | GOLD |
| Ad Stars Awards, 2015 | ||
| Innovation | Product & Service | Crystal |
| Clio Awards 2015 | ||
| Branded Entertainment | Product/Service: Film - Scripted | Bronze |
| Spikes Asia, 2015 | ||
| Branded Content & Entertainment | Branded Content & Entertainment: Fiction: Series or Film | Silver Spike |
| Film Craft | Film Craft: Achievement in Production | Bronze Spike |
| LIA (London International Awards), 2015 | ||
| Digital | Weird Wonderful Work | Bronze Winner |
| Branded Entertainment | Online Series | Gold Winner |
| Digital | Viral | Silver Winner |
| Digital | Campaign | Bronze Winner |
| Ciclope International Festival of Craft, 2015 | ||
| Sound | Original Music | Bronze |
Title: Shrimp Frying Cannon
Title: Shrimp Frying Cannon and Super Fried Dumpling
Client: NTT DOCOMO
Product: EXPANDED LTE NETWORK
Product/Service: EXPANDED LTE NETWORK
Advertising Agency: TOKYU AGENCY Tokyo, JAPAN
Advertising Agency 2 :: NTT ADVERTISING Tokyo, JAPAN
Production Company: AOI PRO. Tokyo, JAPAN
Creative Director/Copywriter/Planner: Tetsushi Kawachi (Tokyu Agency Inc.)
Planner/Art director: Daisuke Hasegawa (Tokyu Agency Inc.)
Planner: Yoko Osoegawa (Tokyu Agency Inc.)
Planner/Designer: Maori Sato (Tokyu Agency Inc.)
Producer: Hisaya Kato (AOI Pro. Inc.)
Production Manager: Shuhei Terada (AOI Pro. Inc.)
Director: Yoshihiro Mori (AOI Pro. Inc.)
Cinematographer: Masami Funatsu (Gonshiro)
Gaffer: Masaaki Sakamoto (AUN)
Device Developper: Mitsuaki Kayanuma (GIVS)
Sound Designer: Shingo Suzuki (origami PRODUCTIONS)
Editor: Kazuhide Adachi (Freelance)
Account Exective: Shinichi Kumazawa (Tokyu Agency Inc.)
Account Exective: Tsubasa Matsumoto (Tokyu Agency Inc.)
Description of the Project:
BRIEF:
To create buzz for the speed of the advanced LTE network provided by DoCoMo, Japan’s largest wireless carrier.
SOLUTION:
We developed the world’s fastest cooking device. The super-speed cooking device was created to promote the speed of DoCoMo network. We used a dual-barreled cannon to promote that there are two 4G networks in the deep-fried shrimps version; and, on the other hand, to feature the technology that enables the network speed runs faster by bundling the two 4G networks in one, we used a cannon that is able to combine two ingredients, the meat and the vegetables, to make a piece of dumpling in the dumpling version. The film was shot in live-action, all controlled by PC and has formed a program to trigger a comma unit to match the injection timing. No CG was used.
RESULT:
Beating the viewers’ prediction, 3 second cooking instruction gave an astonishing moment and laughter. Expected poke comments on the movie were raised from many of the viewers like, “Not fully cooked!”, “it’s not deep-frying!”, “LOL. What a waste of technology!”, and the movie was shared and retweeted to the social media channels. The access to the new LTE website was boosted by 15 times more, compared to the normal running time.
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*With the 1st episode, it was to promote the two bandwidths dedicated to the LTE network, while, the 2nd episode was to claim the carrier aggregation technology that DoCoMo has succeeded to provide the fastest network by combining the two bandwidths.
*This film mimics the format of a typical Japanese cooking show.
?Within the movie, “3 second cooking” was the parody of “3 minute cooking”.
*When the last captions of word were literally translated into English, it would eventually be shown as “feel the sense of “SakuSaku” with the expanded LTE, not only the fried shrimp but also the network”. The word “SakuSaku” is a local cultural homograph, whose meanings are crunchy texture and super high-speed.