Campaign Japan
Jun 16, 2017

Cannes Lions: contenders from Japan

We asked four leading creative directors in Tokyo each to pick the pieces of work they feel deserve to represent Japan at Cannes this year.

Sony PlayStation's Gravity Cat
Sony PlayStation's Gravity Cat

Here are some Cannes Lions contenders picked by four leading Tokyo creatives. Also, see if you agree with our pundits' choices in Australia/New ZealandSoutheast Asia and Greater China

Go Sohara, ECD, J.Walter Thompson Japan

  • 'Gravity Cat' for Sony PlayStation by Hakuhodo Inc.: A classic and eye catching film the likes of which we haven't seen for a long time in this category.  

  • 'KIBO Science 360' for JAXA+Google by Dentsu Inc.: Smiles and excitement from future astronauts are more compelling than Samsung’s frantic ostrich.

  • Olympic/Paralympic Games flag handover ceremony from Rio to Tokyo, Tokyo: I’m not sure if these were entered at Cannes, but I think they were fantastic ads for Japan and Tokyo.

Chris Rudz, creative director, UltraSuperNew Tokyo

  • Daihatsu Wake: The Wake campaign plays on the feeling of being jealous of another person's ride in a hilarious way.

  • 'Gravity Cat' for Sony PlayStation by Hakuhodo Inc. (see above): This film is pure ‘wow’. It surprised me and it sells the feeling of the game in a delightful way. I wish someone would make VR version of this film.
  • 'Tackle the Risk' for AIG Japan by TBWA\Hakuhodo: Surprising and powerful. I like how AIG used a rugby team they sponsor to promote their brand and services. Spot on.

Jiro Hayashi, management partner, creative division, Dentsu Y&R

  • 'Super Cub Riders' (Honda): I felt a real connection to Vietnam and its local people, where they call their bike a Cub. Liked the cute twist in the ending.

  • 'Second Life Toys' for Green Ribbon Campaign by Dentsu Inc. Tokyo: A simple idea and a very positive execution to engage people of all ages of people in a very serious social and medical issue.

  • Gender Switching VR for Okamoto Condoms: Advanced VR content design which allows you to switch from or to the point of view between men and women anytime. Nice to watch on a smartphone as well.

Claudia Cristovao, group creative director, AKQA Tokyo

  • Gravity Cat (Sony PlayStation) by Hakuhodo (see above): Virality is embedded in this. It has schoolgirls, a cat, and a topsy-turvy but endearing world. I also love that its gaming connecting with a female target.
  • Washi Lingerie (Ricca Lingerie) by Hakuhodo: Beautiful craft, simplicity, uniqueness. The idea of lightness, and the use of a paper that everyone knows is soft as fabric, elevate these into objects. A nod to small and simple things that are just beautifully done.

  • The Study of Human Being (Dentsu): This reminded me of an old iconic Shiseido poster. The project poses a typically Japanese query: how to understand people’s behaviour. In spite of the scale, it remains charming. Black and white in 2017 is a bold move and it’s used well in this project.
Campaign Japan

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