Mosquito by ADK Asatsu-DK Tokyo for Sunshine Sakae

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Mosquito

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Industry Political/Religious/Trade Organizations
Media Film
Market Japan
Agency ADK Asatsu-DK Tokyo
Art Director Kazuya Nakajima
Producer Kazuo Kawasaki
Account Supervisor Kunio Inagaki, Toshitaka Nasu
Editor Wataru Sato, Takahiro Uchida
Released June 2012

Awards

AD STARS 2012
TV/Cinema Cosmetics/Beauty Silver
TV/Cinema Distribution/Publication Crystal
TV/Cinema Produced by non-profit organizations, NGOs or other similar organizations Crystal

Credits & Description

Category: Script
Advertiser: KYORAKU SAKAE DEVELOPMENT
Product/Service: DEPARTMENT STORE SALE
Agency: ADK JAPAN
Production Company: TYO, Tokyo, JAPAN
Creative Director: Kazuya Nakajima
Copywriter: Kazuya Nakajima
Art Director: Kazuya Nakajima
Agency Producer: Youichi Terasaka
Account Supervisor: Toshitaka Nasu/Kunio Inagaki
Producer: Kazuo Kawasaki
Director: Wataru Sato
Editor: Wataru Sato/Takahiro Uchida
Sound Studio: Imagica/Tokyo
Cinematographer: Shuhei Onaga
Cinematographer: Shuhei Onaga

English Description
Our brief was to develop a high impact ad that would stand out from the competition, once seen, never forgotten. The goal was to attract customers during the winter sales season, when clothing prices are reduced more than at any other time of the year. We focused on the insight, “Buying quality goods at low price puts me in a good mood.”
From this, we developed the core idea of strange people willing to go through what would normally be intolerable or unusual, because the great shopping experience put them in such a good mood.
And so, TV commercials with comic strip-type storylines were developed.
When they were aired, they triggered huge reactions on the internet, drawing comments such as "Never seen anything like this!" and "This totally defies sale announcement commercials!!" and suddenly they were the talk of the Nagoya area. Revenues also reached 115% of the initial sales target.