Award-winning director Chie Morimoto brings brand vision to life for Haagen-Dazs in "Happy Ending" campaign via J. Walter Thompson Japan

Moe.jpgHäagen-Dazs and J. Walter Thompson Japan have launched "Every Day Deserves a Happy Ending", an online film directed by award-winning artist and film director Chie Morimoto that delivers a fantastical surprise to a hard-working woman who normally brings joy to others.

To create the film, Morimoto creates a real-life surprise for Moe, a cheerful young woman who does her best to deliver happiness each day to visitors to a Tokyo amusement park, where she has worked for the last three years.

VIEW THE SPOT
Moe3.jpgMorimoto and the J. Walter Thompson team brought Moe's family, friends and colleagues together for a magical thank-you celebration, in recognition of her hard work and cheerful attitude. As she leaves work on this particular night, two magical-looking twin children suddenly appear in a spotlight to invite her back to the park; as she enters the park, which is now decorated with colorful lights, she discovers her parents, friends and colleagues, who are all part of a dreamlike choreographed sequence of fantastical scenes.  Dancers covered in fairy lights unfold themselves, slowly lighting up as she walks past; her friends call to her from a Tea Cup ride; a real white horse emerges from a merry go round. The film, a fusion of documentary and fantasy that Morimoto is known best for, ends with the tagline, "Every day deserves a happy ending."

Morimoto worked with three popular movie directors, Daisuke Kamisaku, Shigehiro Moriya and Yuko Yasunaga, on the film, as well a senior stylist, Daisuke Iga, and choreography group CONDORS. The team installed special decorations at the park, and the chandelier-bedecked Cups and Saucers on which Moe's parents and friends ride are decorated with Haagen-Dazs colors.  

Moe2.jpgMoe's wonder and emotion are captured on film. "I keep doing this job because I like to see the smile of visitors. This wonderful surprise gave me much happiness. It also made me feel glad after all my hard work and encouraged me toward another day. I hope I will repay the favor for everyone came today apart from work," she says.

"I think everyone deserves a treat after a long day of hard work, not only on special days. So this project intended to express appreciation with a surprise for as many hard working people as possible," said Morimoto. "Starting from Moe working at this amusement park, I'd like to pass such moments to others and help people who are working hard every day enjoy a happy ending. Let us present this wish to you through the movie and with Haagen-Dazs.

"Haagen-Dazs, is not just a luxurious dessert for a snack time or after supper. It's a dessert for your day that gives you sweetness, happiness and positive energy for tomorrow.  There is a strong emotional relationship between the brand and consumers that makes this product special in a cluttered category," said Go Sohara, Executive Creative Director at J. Walter Thompson Japan.  "We would like to keep entertaining and inspiring people by producing other activities based on this new brand message, 'Every day deserves a happy ending'."

Credits -
Executive Creative Director: Go Sohara
Creative Director: Chie Morimoto/goen゜
Art Director: Kazuya Tanino
Copywriter: Kaoru Yabe
Producer: Yuki Takahashi
Script Writer: Mitsuru Kuramoto/ninpop
Producer: Takaya Ohmura/Tohokushinsha Film Corporation
Production: Takashi Ojima
Direction (Documentary part): Daisuke Kamisaku/REAL ROCK DESIGN
Direction/Edit (Surprise part): Shigehiro Moriya
Direction/Visual effect (Surprise Part): Yuko Yasunaga/CAVIAR
Stage-manage: Konosuke Iizuka/Iizuka Stage Office
Shooting: Toyotaro Shigemori/GLASSLOFT inc.
Shooting (Documentary Part): Kyoko Noguchi
Steadicam: Kenichi Taguchi, Yoshinobu Nagamori
Lighting Gaffer: Takeshi Nakasu/Phalaris
Art: Mamoru Furumoto/TRYTRY
Choreography: Ryohei Kondo, Naoto Katori, Gitaro/CONDORS
Animal Casting: Mamoru Satoh/Satoh Doubutsu Production Inc.
Stylist: Daisuke Iga/band
Hair & Make-up: Noboru Tomizawa/CUBE
Sound: Shuichiro Sakaguchi/BAGN. inc
Mixer: Ryo Ishizaka/Omnibus Japan
Account Director: Hajime Kato
Account Supervisor: Yohei Kondo

1 Comments

Say What said:

"every day deserves a happy ending"????!!!!

hahahahahahaha....

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.