Mamametal by Tokyu Agency for Van Houten Cocoa

Mamametal

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Industry Coffee, Tea, Breakfast Drinks
Media Digital, Interactive & Mobile, Case study
Market Japan
Agency Tokyu Agency
Director Shigeo Matsuyama
Art Director Toshimi Hayashi
Copywriter Tetsushi Kawachi Tokyu Agency Inc.
Production AOI Pro.
Released December 2015

Awards

Asia Pacific Advertising Festival (AdFest) 2016
Direct Lotus Online Gold

Credits & Description

Brand: Van Houten Cocoa
Advertiser: Kataoka & Co.,Ltd
Agency: Tokyu Agency Inc., Tokyo
Creative Director: Tetsushi Kawachi
Copywriter: Tetsushi Kawachi
Art Director: Toshimi Hayashi
Web Director: Yuta Okubo
Artist: Yoshikazu Furuya
Account Executive: Akira Uemoto/Satsuki Nagai
Planner: Tetsushi Kawachi/Yoko Osoegawa
Pr: Daisuke Nishimura
Film Production Company: Aoi Pro. Inc., Tokyo
Director: Shigeo Matsuyama (Club_a)
Cinematographer: Keisuke Imamura
Executive Producer: Hisaya Kato
Film Producer: Kazuki Sato
Production Manager: Takuma Iso
Hair & Make-Up: Miyo Sekiya
Stylist/Wardrobe: Minagawa Bonmie
Lightman: Makoto Oda
Post-Production Company: Amana Inc., Tokyo
Post Producer: Kenji Hashimoto
Assistant Producer: Mayu Yamamoto/Yusuke Hino
Food Cordinator: Jun Okubo
Cg: Tsumiki
Animator: Liberty
Food Advertiser: Kaori Yamaguchi
Sound Production Company: Origami, Tokyo
Music Composer: Renji Kumai
Backband: Barbariancherry
Photographer 2: Hiroshi Ishikawa
Campaign Summary: Cocoa Is Purchased Almost Exclusively By Mothers. Studies Show That Japanese Mothers Avoid Voicing Even The Smallest Frustration To Their Family In Order To Maintain Family Harmony.So, Van Houten Wanted To Become moms Best Friend" - The Brand To Which Mothers Turn To Relieve Their Everyday Stress. We Formed A Heavy Metal Band Called mamametal," Which Released A Series Of Songs Shouting Out The Daily Frustrations That Mothers Normally Cannot Express. A Video Of These Songs Was Launched On Youtube And Facebook With The Aim That It Would Be An Empowering Tool That Mothers Would See On Sns, Think thats What I Want To Say!" And Then Speak Out. The Video Was Viewed Over 2 Million Times In Three Weeks And Received A Great Deal Of Tv Coverage. There Have Many Comments On Sns really Empathy!" i Hope To Participate The Member" want To Mosh Together" i Want To Sing Karaoke"…Etc. Many Moms Find Expression For The Unspoken Daily Stresses Of Home Life Through The Bands Songs, And Find That They Help Them Empathize, Laugh And De-Stress With Their Other Mom Friends. Year-On-Year Sales Of Van Houten Cocoa Increased 160%. Van Houten Cocoa Has Garnered An Image As The Brand For Mothers.
The Brief: Mothers Are The Main Consumers Of Cocoa. Van Houten Wanted To Become moms Best Friend" - The Brand To Which Mothers Turn To Relieve Their Everyday Stress.
The Strategy: Mothers Give All Of Their Time And Energy For The Sake Of Their Families, But It Is A Thankless Job. For This Project We Researched The Daily Stresses Mothers Face, The Things They Hold Back From Saying To Their Families, And Then We Shouted Out Those Frustrations For Them.
The Execution: We Formed A Heavy Metal Band Called mamametal." The Band Released A Series Of Songs Shouting Out The Daily Frustrations That Mothers Normally Cannot Express.A Video Of These Songs Was Launched On Youtube And Facebook With The Aim That It Would Be An Empowering Tool That Mothers Would See On Sns, Think thats What I Want To Say!" And Then Speak Out.
The Result: A Great Many Mothers Have Used This Video To Shout Out Their Frustrations On Sns. Its Contents Have Helped Them Vocalize The Unspoken Daily Stresses Of Home Life And Find Empathy, Laughter And Release With Their Other Mom Friends. The Video Was Viewed Over 2 Million Times In Three Weeks And Received A Great Deal Of Tv Coverage. Year-On-Year Sales Of Van Houten Cocoa Increased 160%.