Cannes Contenders: TBWA\Hakuhodo Japan

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

GLR 01.jpgadidas Japan: Green Light Run
TBWA\Hakuhodo Japan
adidas Japan created the Green Light Run Tokyo to celebrate the opening of the Brand Core Store Harajuku - its first store focusing specifically on city running. The team brought to life a one-of-a-kind, urban race through the busy streets and offered an opportunity to complete a 42.195km route through the world's most populous city. A 'Get Stopped, Get Dropped' rule required runners to keep up with a blistering designated pace, with those who were stopped by a red light being eliminated from the race. The runners were tracked and alerted when they were in danger of missing the next light. The Green Light Run has effectively led the way for a whole new category in the sport of City Running.
AIG_TackleTheRisk1.jpgAIG Japan: #TackleTheRisk
TBWA\Hakuhodo Japan
AIG Japan partnered with TBWA\Hakuhodo Japan to create a film - #TackleTheRisk, featuring New Zealand's National Rugby Team storming the streets of Tokyo and tackling stunned citizens all over the city. The film illustrates in a humorous and light-hearted way how there can be risks lurking in unexpected places throughout our lives. Most of us don't have guardian angels flying at us in the form of burly rugby players - but the movie demonstrates that AIG will be there to proactively help prevent terrible things from happening with Active Care Insurance. Within three days of the launch, the film exceeded 10 million organic views online across Facebook, YouTube and Twitter.

Rain Design_Production1.jpgTakashimaya: Kimono Wearing the Rain
TBWA\Hakuhodo Japan
TBWA\Hakuhodo Japan was invited to create a kimono design for Takashimaya, one of the largest and most prestigious department store chains in Japan, for their special summer collection. The team designed kimonos inspired by how the Japanese people have always appreciated nature and the simple sight of falling droplets of sparkling rain, with its beauty described in countless songs, poems and works of art. Three individual rain designs were etched into acrylic boards using computerized lasers. Water droplets were then painstakingly applied, one by one, to the design boards, before being photographed and formed onto the kimonos. Each water droplet shimmers with a distinct kind of light, and through these images, a never-before-seen set of patterns emerged into the world.

Nissan 1.jpgNissan: Professional Vans
TBWA\Hakuhodo Japan
Nissan partnered with TBWA\Hakuhodo Japan to launch their online video, promoting the NV350 Caravan. The film is dedicated to the level of master-craftsmanship demonstrated by the professionals of Japan, and showcases how Nissan supports these agile, dexterous and talented individuals who represent the backbone of Japanese artistry. The film features total of 11 professionals, demonstrating how everyday labors have honed impressive abilities - including scenes in which plaster is marvelously transferred from workman to workman; where a truck driver offloads logs in one deft swoop; and where window cleaners suspended in mid-air, flex their amazing skills in absolute synchronicity.

We are inviting agencies to showcase your agency's best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year's festival. Include a link to the case study/TVC or supply jpegs if it is print.

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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

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