Dentsu Tokyo uses football fans’ messages to create the Panasonic Neymar Jr Chant
In this World Cup year of 2014, Panasonic wanted to increase its support for Neymar Jr, the Brazilian ace it has supported since 2010. However, since Panasonic is not an official FIFA or Team Brazil sponsor, it was unable to show up at the actual game venues. So Dentsu Tokyo focused on how there were tens of millions of Neymar Jr. fans around the world who were in exactly the same situation – who couldn’t buy a World Cup ticket, and Barcelona was too far away to go see Neymar Jr. play. Together with those fans, they wanted to express their passionate support and do what they could to build up enthusiasm around the world for the 2014 soccer scene; this is what has given rise to the “Neymar Jr. Chant”.
The Neymar Jr. Chant was created from fans’ messages and the best Neymar Jr. goals and moves on Panasonic Facebook Pages. Lyrics were created from fans’ messages, a beat was created from the chosen top 10 goals and moves. Within 3 days of the release of the chantit received over 500,000 views and news coverage in over 10 countries. A week later Åc Barcelona and Brazil fans start chanting! They also managed to strengthen the connection between Neymar Jr. and his fans.
Credits – Concept/Creative Direction: Reietsu Hashimoto, Creative Direction: Daima Kawamura (TAGRU Inc./Projector inc.). Account Executive: Hiroaki Nakamura . Casting: Koichiro Fujino. Producer: Shingo Hiraoka. PR Planning: Yohei Nemoto. Director: Masato Seto (Padme Film). Chant Producer: Gota Yashiki. Chant Recording Engineer: Takanori Ishigami. DJ performance: DJ TAKAKI. Performance & Recording Engineer: Michinori Sato. Beat Track Create and Manipulate: ECCY. Music and Performances Producer: Junichi Takekawa (DAVID WATTS inc.). Chant Supervisor: Chikuhi Koichi (trive inc.) Film Director: Toyokazu Shinoto (FINAL IMAGE Inc.) Film Producer: Tsuyoshi Hashimoto (INVITAION Inc.) Film Editor: Yuichiro Hayashi (INVITAION Inc.) Film Production Management: Ray Kikuchi (INVITAION Inc.) Demo Film: Nohiro Yako (flapper3 inc.) Designer: Tetsuhiro Sugawara (Stilllife) Film Planning: Takashi Ohashi. Film Planning: Subaru Matsukura (ovaqe inc.) Film Planning: Maya Fukuda (dentsu inc.) 3DCG animation: Yoshiyuki Odajima (DGZ) 3DCG animation: Keisuke Ito (KEITOON) Technical Cordinator: Yasuo Ishikawa (Joytoy Promotion Inc.) Technical Director: Takeru Kobayashi (BIRDMAN inc. / OROTI) Production Design: Kiyoshi Kagiyama (NITTO inc.) Assistant Producer: Shinzi Hagiuda (DGZ) Facebook App Development: Shohei Yokoyama (Motion Picture inc.) Server Engeering: Masato Okajima (MONSTER DIVE inc.) Text Supervisor: Chikuhi Koichi (trive inc.) Production Manager: Raitaro Hayashi (RAIDEN)
Assistant: Ryo Nakagawa (dentsu inc.) Client Account Manager Creative: Goro Osawa (Panasonic Corporation inc.) Client Account Manager PR: Ktsuyuki Ito (Panasonic Corporation inc.)