Executive creative director at BBDO Japan, Masaki Honda's unique picks showcase the diverse range of some of Japan's work, from sentimental films to humorous TVCs
In a career that has spanned over many years - as an experienced creative director at I & S BBDO, later graduating to the role of executive creative director at BBDO Japan - Masaki Honda works hard day and night to develop ideas with a stance of communication design. The unique projects he has picked for today's first Japanese High Five showcase the diverse range of some of Japan's best recent work.
Calorie Mate - 'What You Can’t See'
Calorie Mate is a handy, nutritious snack for those who lead busy lives and are on the go. Recently, the brand has been cheering up students preparing for their examinations. The film features a teacher and a student, who can’t meet due to the pandemic, the two have been fighting with what they couldn’t see and do. The visuals beautifully tell the story with minimal voice-over. Though they are remote, their hearts are always together.
Nike - 'The Future Isn’t Waiting'
Agency: Wieden+Kennedy Tokyo
Production Company: Nakama
VFX: The Mill London
This film is part of Nike’s global brand campaign, 'You can’t stop us.' Since Japan is a highly homogeneous country, mixed race teens tend to experience discrimination and can experience difficulties in their school life. Some gave up their favourite sports activities due to this distress. The film features three female teens who are struggling. The theme is sensitive and hasn’t been featured in advertisements. Nike courageously picked it up and in doing so encouraged teens and also strengthened the brand itself.
Aron Alpha TVC Series - 'We Still Have Some Time Left'
Aron Alpha is a long-selling adhesive brand in Japan, which is known for the speed of its gluing ability. As it can be demonstrated so quickly, the 15 second TV spots are too long. So, they used the remaining time of the ad slot for something to attract viewers, such as a good-looking guy nose fluting, sleeping cats, photo mosaic of their CEO etc. It’s hilarious and a very clever way to impress viewers by the product.
Shinano-Mainichi Newspaper - 'Fireworks Festival at Home'
Fireworks festivals are one of the most popular events for Japanese. Due to the pandemic, almost all of them were cancelled last year. This is a trial by a local newspaper, which was supposed to sponsor a festival. It looks like a regular newspaper ad at a glance, but by holding your smartphone over the page, you can virtually witness the fireworks festival which was supposed to be held. A unique combination of an old-fashioned medium and an innovative AR technology.
Tokyo Metropolitan Government - 'Governor Koike Yuriko and Fuwa-chan discuss the new normal'
Agency: I&S BBDO group
Lastly, our work in Japan for Tokyo Metropolitan Government. Tokyo Governor, Yuriko Koike and Fuwa-chan, one of the most popular Youtube personalities talking about preventing the spread of Covid-19 and the ‘new normal’ life. The younger generations’ underestimations of the virus are one of the main causes of the spread. Fuwa-chan frankly asks the governor the question as a younger person. There are not many gimmicks and twists, but you can feel the nuance of this unbalanced match-up tinged with humor. It made a big news and contributed to the understanding the virus.