CAFCA Digital, Case study DIGITAL LULLABY by Hakuhodo Tokyo, SIX Tokyo

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DIGITAL LULLABY

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Industry Candies
Media Digital, Interactive & Mobile, Case study
Market Japan
Agency Hakuhodo Tokyo
Director Mai Tominaga
Executive Creative Director Kazuhiro Suda
Creative Director Takayuki Hino
Art Director Hiromi Yoshida
Copywriter Ayumi Kaige, Ai Sakuragi
Designer Kaori Araaki, Shino Atobe
Producer Kouki Yamaguchi, Takehito Shiina
Photographer Masahiro Suzuki
Account Supervisor Masanobu Hino
Agency SIX Tokyo
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Online Video; Video Bronze

Credits & Description

Type of entry: Online Video
Category: Video
Advertiser: LOTTE CO.
Product/Service: CAFCA
Agency: SIX Tokyo, JAPAN
Executive Creative Director: Kazuhiro Suda (Hakuhodo)
Creative Director: Takayuki Hino (Six/Hakuhodo)
Copywriter: Ayumi Kaige ()
Copywriter: Ai Sakuragi (Hakuhodo)
Art Director: Hiromi Yoshida (Hakuhodo)
Photographer: Masahiro Suzuki ()
Producer: Takehito Shiina (Nippon Movie)
Producer: Kouki Yamaguchi (Nippon Movie)
Director: Mai Tominaga ()
Account Supervisor: Masanobu Hino (Hakuhodo)
Sound Supervisor: Dr. Matsumi Suzuki ()
Composer: Yousuke Fukui ()
Designer: Kaori Araaki (F-E)
Designer: Shino Atobe (F-E)
VFX Editor: Tomohiro Matsumoto ()
Stylist: Masae Sakurai ()
Production Manager: Yukie Uchida (Nippon Movie)
Digital Art Director: Tsuyoshi Yokoyama (Gravytrain)
Digital Designer: Ayako Inada (Gravytrain)
Corder: Shinji Yamamoto (Gravytrain)
Brief Explanation
A brand engagement project for the new launch campaign for "Cafca," a chewy candy made under the concept to "give comfort to moms".
We created the world's first "tear stopper movie" which was proven effective on 96.2% of crying toddlers, relieving moms of their most dreadful stress.
It not only became the absolute lifesaver to all moms that could be used anytime and anywhere on their smartphones, but it served as a solid path to engage the target to the brand.