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Ad Stars 2017

Тип награды: Advertising Awards

AD STARS is a single source international advertising festival representing the Republic of Korea.
AD STARS has been contributing to ‘Creative Economy’ with its role as a platform sharing varied creative solutions for advertisement as well as digital images.
As a festival not just for those in the ad industry but also for everyone, AD STARS operates diverse programs for the public including separate exhibitions for citizens, Young Stars AD Competition for college students in the world, Creative Camp, Creative School, and many others by taking initiative in “Creative Korea".

As an event to promote public interest, AD STARS further places emphasis on public campaigns and aims at a leap towards human development. Marking the 10th anniversary, AD STARS will extend its territory in seminars, exhibition and programs not only from exiting advertising creatives but to digital-technology-based digital marketing field with the theme of ‘Creativity + - x ÷ Technology.’ We will be here waiting for you at AD STARS 2017.


The most loving instruction manual

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Отрасль Общественные сообщения (социальная реклама), Мобильные приложения
Медиа ТВ и Кино, Диджитал
Рынок Япония
Агенство Drill Inc Tokyo
Продакшен агенство Dance Not Act
Creative Yoichi Sano
Выпущено марта 2017


Ad Stars 2017
Film Product & Service: Pharmaceutical/Toiletries Crystal

Кредитсы и описание

Media: Web Film
Category: Health & safety
Client: MTI inc. and Rohto Pharmaceuticals Co., Ltd.
Advertised brand: Luna Luna, dotest
Brand: Hand in Hand Project
Translation of headline to English: THE MOST LOVING INSTRUCTION MANUAL
Advertising Agency: Drill, Tokyo, Japan / Tera Mobile, Tokyo, Japan
Agency website: Tera Mobile http:// http://www.teramobile.net/
Creative Director: Kazuya Nakajima
Planner: Keisaku Ibuki
Planner: Michiru Muraki
Production Company: DanceNotAct, Tokyo, Japan
Production Company creatives: Erika Konno (TYO)
Production Company Producer: Yoichi Sano (Dance Not Act)
Published/Released (Month, Year): March, 2017
Country (Market): Japan
Date of Release: March 8th, 2017

Japanese companies invented a wife’s instruction manual to give to her husband
A biorhythm manual kit made unique to each person
MTI Ltd., the company behind the a women’s health mobile service, “Luna Luna” alongside “Dotest” the ovulation test sold by Rohto Pharmaceutical Co., Ltd have come together to create a support project for couples called the “Hand in Hand Project” (hihp.jp). In order to bury the gap of traditional marriage roles during fertility treatment, an instruction manual called, “THE MOST LOVING INSTRUCTION MANUAL” has been made to give to the husband.
The tendency for women to get married later in life has given Japan one of the highest rates of advanced age maternities in the world. Around 470,000 women are currently involved in some kind of fertility treatment, which is called “Nin-Katsu” in Japanese.
Child care journalist, and mental health counselor Mr. Toshimasa Ota supervised the creation of an instruction manual that connects the differences of the heart and body’s rhythm that occur every month in a woman. To explain the woman’s voice clearly, booklets explaining necessary knowledge of what to expect during a woman’s monthly menstrual cycle are broken into four categories: WARNING, SPECIFICATIONS, MAINTENANCE, and TROUBLE SHOOTING, and finally a letter written by the wife to her husband.
Furthermore, the hormonal changes that occur causing fluctuating changes in a woman’s physical and mental condition each month are explained in a sensible way. The wife’s body temperature and emotional changes that occur each month are explained by using the woman’s data to create a jigsaw puzzle that when arranged show the fluctuations visually with changing colors, also a CD with an original song created using the wife’s personal data is included.
Instruction Manual Contents - Excerpts:
“Women’s bodies go through four different phases. Sometimes I get irritated and become unstable for no apparent reason. 90% of the time this happens, it’s because of these physical changes.” -from Chapter SPECIFICATION
“I get grumpy. If it’s not your fault, it’s probably just a rhythm thing. Leave me alone for a little while.” -from Chapter TROUBLES
“Even if you think my stories are silly, please hear me out. If possible, look like you’re actually listening. All you have to do is let me talk, and I’ll be happy” -from Chapter MAINTENANCE
Project website URL: http://hihp.jp
Brand Information:
MTI inc. – Luna Luna https://pc.lnln.jp/
A women’s health mobile application service for help with troubles and life stages.
Rohto Pharmaceuticals Co., Ltd. – dotest http://jp.rohto.com/dotest/
A urine test that captures LH to predict the day before ovulation starts for best chances of conceiving.