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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

HORSE RACING SHOW ON SCREEN

ClientJAPAN RACING AND LIVESTOOK PROMOTION FOUNDATION
CategoryA01. Best Use of Television/Cinema
TitleHORSE RACING SHOW ON SCREEN
Product/ServiceHORSE RACING
Entrant Company:TOKYU AGENCY Tokyo, JAPAN
Advertising Agency:TOKYU AGENCY Tokyo, JAPAN
Credits
Name Company Position
Tetsushi Kawachi Tokyu Agency Inc. Creative Director / Planner
Riichiro Mashima Idiots Director
Jyuwich Mogy - Narrator
Masayuki Uchida Tokyu Agency Inc. Art Director
Zen Shinichiro Tokyu Agency Inc. Account Director
Tomohiko Fujii Tokyu Agency Inc. Account Director
Eri Saika Tokyu Agency Inc. Account Director
Hiroki Kawashima Jinnes Animation Studio CG Producer
Shigeyuki Watanabe Jinnes Animation Studio CG Director
Mayumi Kawanishi Jinnes Animation Studio CG Designer
Suwapass Duangchingarm Suwapass Duangchingarm CG Director
Tateki Yoshida Bardland Designer
Ikue Tamiya Bardland Designer
Takafumi Shinozawa Bardland Designer
Satoshi Matsuo Bardland Designer
Hiroshi Jingu Engine Film Producer
Naotaka Futami Engine Film Production Manager
Katsu Nakajima Aoi Studio Sound Director
Hiroshi Ishihara - Sound Director
Michiro Kato -

Results and Effectiveness:

We succeeded in directly delivering our message to a total of 500,000 audience in the movie theaters. And the target audience will experience the excitement of cheering for his/her horse. The event appeared on the web news and was much talked about on blogs and Twitter. We found comments on Twitter such as “This is hilariousl! I felt like going to a real race course.”

Creative Execution:

We decided to screen the animated horse racing show in the movie theater. Conducted a mock horse race using the screen at movie theaters in Tokyo where a lot of youth in their 20s visit. Viewers will receive a betting slip at the ticket booth and if the horse wins, the winners will receive premiums. The race shown on the screen was created using humourous computer graphics, the type the target audience enjoys. We wanted to have the viewers experience the excitement of cheering for their chosen horse, and have them discover the joy of horse racing.

Insights, Strategy and the Idea:

In Japan, people in their 20s were less interested in horse racing. The objective of our campaign was to attract those 20s. We needed to have the target to see horse racing, not as lame habit, but as a fun way to spend time.