It’s About Communicating, Not Merely Speaking

Tue 27 Jan 2015 in SSF Tokyo



After a multi-round 5 agency competition, Berlitz Japan Inc has selected Saatchi & Saatchi Fallon Tokyo to develop a campaign promoting their Business English Programme utilizing the unique Berlitz Method.
Berlitz first opened its doors in Japan in 1980 and was acquired by Benesse Corporation in 2001. Berlitz has 28 language centers across Japan.




Wed 10 Dec 2014 in SSF Tokyo



Saatchi & Saatchi Fallon Tokyo has just launched a campaign for TOOT, known for its line of premium men’s undergarments in a wide variety of fun & fashionable designs. However, TOOT goes a step further by designing briefs that, shall we say, help keep things in place. This is an advantage in comfort and in looks for men whether they are playing sports, dancing or just wanting to be as comfortable and appealing as they can be throughout their day.

To humorously demonstrate TOOT’s clever design, the agency created a video entitled Best Position Experiment in-which a model wearing TOOT briefs is subjected to all manner of over-the-top “tests” to measure just how well TOOT does “keep it all together”. Supporting the video are transit station posters as well as a website replete with extra film clips as outrageous as the video itself.





Steaming Through Those Greasy Guys

Fri 5 Dec 2014 in SSF Tokyo


When it comes to keeping your kitchen at its cleanest, is there anything more frustrating than trying to get rid of that greasy grimy buildup that is persistently trying to accumulate on your stovetop? Saatchi & Saatchi Fallon Tokyo personified that grease in the form of macho bodybuilders reveling in their oil, grinning up at you from the surface of your stove, as if mocking your efforts to wash them away.

To demonstrate the effectiveness of the high-temperature dry steam power of Shark the agency not only created the stovetop TVC, but also created a “tutorial video” that further demonstrates the power of Shark versus the greasy macho-men, this time with the help of a fire hose. You can view both TVC and video at:

TV Commercial via YouTube:
“Tutorial Video” via YouTube:
Or visit the Shark microsite directly:

The agency also created a unique mnemonic logo for Shark, which appears in the TVC and the video, purposed to build recognition, recall and comprehension as to what the Shark steam cleaner is all about.






Mon 1 Dec 2014 in Recruit, SSF Tokyo


・コピーライター (正社員)



〒150-0001 東京都渋谷区神宮前4-9-3
株式会社サーチ アンド サーチ・ファロン
採用担当者 宛





Saatchi & Saatchi Fallon Tokyo Helps TenTen Launch New Proximity Marketing Technology

Thu 20 Nov 2014 in SSF Tokyo


Tired of carrying around a wallet full of loyalty cards or having to scramble through your address book to find your account number while standing at a crowded cashier? TenTen Technologies Limited has a solution and Saatchi & Saatchi Fallon Tokyo has been working closely with them for months to help ready the technology for market.

TenTen Co-Founders Eric Hamilton and Douglas Schafer describe their company as providing real two-way communications for consumers and brands, rather than just basic push advertising, creating tighter connections and optimized brand-consumer engagement.

“By downloading TenTen’s app onto your smartphone, retailers and even vending machines will be able to automatically reward you when you make a purchase. That is just one of the ways TenTen’s technology can be put to use,” explains Phillip Rubel, CEO of Saatchi & Saatchi Fallon Tokyo. “Additionally, depending on how much information a customer chooses to allow on their TenTen app, retail staff can be made instantly aware of valuable and helpful information when you enter their store such as preferences and past purchases. This can enable the store’s staff to help you with more relevant information and suggestions, leading to a better in-store experience for the customer and a more efficient and successful relationship for the retailer.”

“We started with loyalty and how to build a better experience for users to increase interaction and participation, then realized that the smartphone could be even more: a true digital assistant that communicated with the user’s favorite places and groups. We arrived at a solution that seamlessly builds relationships with brands and their best customers,” Hamilton explained.

Saatchi & Saatchi Fallon has been deeply involved in various aspects of readying TenTen for market including brand architecture and character creation, advertising communications, social media strategy and content development, input on consumer rewards & prizes and contributed to the development of user interface design and functionality.

“We wanted a partner that understood the potential for new technologies to make seismic shifts in customer engagement, and could provide the creative energy and experience to match our team’s focus and passion to build the next generation of consumer communication tools,” says Hamilton. “Given their digital and consumer behavior expertise SSF was the natural choice.”





Mon 17 Nov 2014 in SSF Tokyo


Lexus International’s LF-C2 concept car will be making its Global Debut at the Los Angeles Auto Show 2014 on Nov 19, but before that, Saatchi & Saatchi Fallon Tokyo and Lexus will be giving fans a sneak peak of close-ups of the exciting new open-air concept through an interactive teaser campaign.

The challenge of this campaign is to introduce an innovative way to unveil a car and give audiences the opportunity to participate directly.
To highlight the beauty of the LF-C2 and how different lighting angles and intensities play off the bodywork, it will be gradually revealed through the intensifying light of a “solar eclipse” for 72 hours leading up to the world premiere at the LA Auto Show.

In addition to experiencing the concept car come to life from the shadows, the audience has the power to vote and unlock exclusive close-up looks at the LF-C2 concept’s striking features.
A “share the moment” button recreates the experience of capturing a unique moment in time, in this case the state of the LF-C2 concept reveal. The campaign aggregates the shared moments and conversations on social media with #LexusInLA.

Lexus International has been successful with previous motor show activations in Tokyo for the RC and Beijing for the NX.
We are confident that this never-before-seen interactive teaser will raise the bar for luxury car reveals online. The campaign will conclude with a live stream from the world premiere at the LA Auto Show.




Lexus International, The Weinstein Company And Saatchi & Saatchi Fallon Tokyo Launch The World’s First Pre-Release Twitter Activation Campaign For Lexus Short Films

Mon 27 Oct 2014 in SSF Tokyo


Lexus International and The Weinstein Company will premiere two short films exploring the theme “Life is Amazing” on October 27th. To promote this, Saatchi & Saatchi Fallon Tokyo developed the idea to partner with Twitter on a campaign providing exclusive early access to both short films for @LexusInt account followers.
The @LexusInt account will be locked for 24 hours on October 26th so that account followers can gain exclusive early access via private link enabling them to watch the short films in advance of the official release on October 27th. Lexus International began teasing the Silver Screen Access campaign with a tweet on October 17th.

tweet campaign

Saatchi & Saatchi Fallon Tokyo have utilized Twitter before for Lexus International with first of their kind innovative campaigns that allowed sneak peaks of new model launches such as the #LexusInTokyo and #LexusInBeijing campaigns. With their advanced targeted advertising tools, Twitter is the natural platform for Lexus International to build and sustain conversations around Lexus Short Films in both their current follower base as well as new audiences. Silver Screen Access will be a Twitter-first: no luxury brand has every locked its account for a follower-only event before.



A Wonderland Of Scent For Twinings Tea

Fri 24 Oct 2014 in SSF Tokyo


One challenge that many brands face that have a long history with their customer base is that people “think they know all there is to know about them”. Our challenge with Twinings Tea was to refresh and reframe the brand – the same way the tea itself refreshes the palette and reframes the moment in-which you’re drinking it.

Saatchi & Saatchi Fallon Tokyo worked closely with our sister agency, Saatchi & Saatchi Italia to take an idea that originated in Italy and make it relevant for Japan. The result: A fabulous dreamlike commercial film that showcases the world of Twinings in an “Alice In Wonderland dreamlike” setting.

The co-production is a great example of how Saatchi & Saatchi is able to leverage the global strengths of our network. It’s not too often that offices from opposite sides of the world are able to collaborate filming and produce one film perfectly suited for the Italian market and another perfectly suited for Japan.

For Japan, we needed to emphasize the Wonderland of Scents, rather than the more obvious Wonderland of Tastes that one would expect from the tea.




Google Creative Sandbox showcases Saatchi & Saatchi Fallon’s Toyota Dream Car of the Day Campaign

Wed 22 Oct 2014 in SSF Tokyo

image A real

Back in May of this year, Toyota Motor Sales & Marketing Corporation (TMSM) and Saatchi & Saatchi Fallon (SSF) Tokyo launched ”Dream Car of the Day” , a first-of-its-kind innovative Vine campaign that brought an exciting new dimension to its 8th annual Toyota Dream Car Art Contest.

The contest encourages children from around the world to imagine the future of mobility through their drawings and for the first time in the history of the contest, TMSM shared the inspiring work of the 90 worldwide finalists using Vine and Google Translate.

In order to showcase the power of kids’ imaginations, SSF created a way to bring each of the 90 finalists’ dream car drawings to life through 3D and 2D animation. Each design was featured in its own Vine video, taking viewers on a ride through the imaginations of the young artists. Google Translate built into the site made it easy for children anywhere to understand the idea behind each creation in their own language.


image b real

For 90 days beginning in late May, one new artwork and accompanying Vine video was released daily on the Dream Car of the Day website and in social channels. Visitors could then view as well as share the contents out to their own network.

The Dream Car of the Day website was home to all 90 dream car designs and featured each child as the “hero” for the day as an inspiring representation of the creativity of the world’s future innovators. This was followed by a “Dream Parade” video featuring a mash-up of winning designs set to music.


The finalist artworks achieved more than 2 million website visits, Over 1.2 million Vine loops and 13,000 shares, helping to spread ideas and spark the imaginations of children everywhere.

The honor of being added to Google Creative Sandbox is part of a growing list of accolades for the campaign including Mobile Site of the Day at FWA and Site of the Day at CSS Design Awards.




Those Cute Animated Forest Creatures Are Mad As Hell And Not Going To Take it Anymore

Mon 6 Oct 2014 in SSF Tokyo

Imagine if all the animals in the forest could tell you what they were really thinking. Watch the new video created by Saatchi & Saatchi Fallon Tokyo for Tetra Pak Japan to find out what’s really on their mind. You might be in for a shock!

In 2014, Tetra Pak Japan became the first and only paper pack manufacturer in Japan to win official endorsement from the Forest Stewardship Council (FSC®), whose rigorous standards ensure that all materials are sourced from well-managed, sustainable forests. Obviously, they wanted their customers – major drink manufacturers – to know about this, and what better way to do so than by encouraging consumers to purchase FSC® labeled packs?

There were just two obstacles in our way.

Firstly, most people in Japan haven’t heard of Tetra Pak®, let alone FSC®.

Secondly, our research confirmed that although nearly everyone claims they want to make a difference to the environment, very few are willing to be inconvenienced to do so – and that even includes spending an extra few seconds at the convenience store to check for eco-friendly packaging).

What we needed was a piece of communication so simple it would appeal to all ages, and so much fun you’d not only be convinced to go out of your way to buy the product, but also pass the message on to your friends.

The solution? Having adorable animated forest creatures speak their minds with new lyrics to an infectious tune.

The song we chose, the “Colonel Bogey March” is well known to all Japanese people as a children’s song with the lyrics “Monkey, Gorilla, Chimpanzee”. Our Tetra Pak® version, sung by famous anime voiceover artist Akira Kamiya, is called “Dobutsu Honne March” (“The Animals Speak Out” March) and includes participation from all sorts of creatures such as a bird of paradise, frog and anaconda to name but a few. During the happy melody, the hand-drawn animals explode with anger at how the forest is being mistreated by careless humans, grabbing the viewer’s attention with a shocking visual transformation in the animation style and witty wordplay.

Just as a bulldozer appears to be spelling doom for the forest, FSC® lumberjacks arrive to save the day, planting new trees and creating harmony between people and animals.

The horizontal scrolling website recreates the march experience, with a few surprises along the way (you can even brush up on your Monkey-ese!).

Check out the website here:

The video here:

You’ll know what the animals are really thinking – and how scary they can be! Perhaps you’ll want to spend that extra couple of seconds to check for the Tetra Pak® / FSC®marks?




Celebrate Your Child’s Birthday At A Toys”R”Us Store!

Thu 4 Sep 2014 in News, SSF Tokyo, Work


A stop motion video invites children to visit Geoffrey & friends.

Could there possibly be a better way to celebrate your birthday than by visiting a Toys”R”Us store!?  It’s a kid’s fantasy come true.

In this campaign developed by Saatchi & Saatchi Fallon Tokyo for Toys”R”Us Japan, children are invited to the store during their birthday month where they receive special treatment, not least of which is getting a birthday medal of honor and a photo opportunity. Photos are uploaded onto a site where they are automatically entered into a contest to be part of an in-store poster.

The campaign generates awareness and activation with a stop action video featuring Geoffrey & friends making secret nighttime preparations to celebrate birthdays at local stores the next day:




Luca Grelli Joins Saatchi & Saatchi Fallon Tokyo As Executive Creative Director

Mon 1 Sep 2014 in About Us, News, SSF Tokyo

Luca blog

Building on a global career that has had him living in Milan, Amsterdam and New York and working for agencies such as Wieden + Kennedy, 180 / TBWA, Johannes Leonardo and Razorfish, Grelli joins the Tokyo creative agency Saatchi & Saatchi Fallon Tokyo from September 1.

His work on brands including Nike, Ikea, Bacardi, Adidas and Mercedes-Benz has received accolades from all major international award shows, from Cannes to The One Show, EPICA, CLIO, Eurobest and D & AD.

Throughout his career, Luca has helped create consumer experiences for brands that go well beyond the traditional and digital realms, persuading them to embrace every form of expression that makes a brand relevant to its audience: music videos, graphic novels, video games, sticker albums , TV branded programming, exhibitions, branded tournaments, and experiences like the Mercedes-Benz Tweet Race, a social media experiment that blurred the lines between digital and non-digital, engaging people and their social networks in ways never tried before.

As a result, his work has also been showcased at international events and festivals outside the advertising world, from the Annecy International Animated Film Festival to the Victoria & Albert Museum in London and the Torino Comics International Expo.

For further information please contact:
Phillip Rubel, CEO Saatchi & Saatchi Fallon Tokyo
T: 81.3.6438.1268 E:




Shop Japan engages Saatchi & Saatchi Fallon Tokyo for Shark Cleaners

Fri 27 Jun 2014 in News, SSF Tokyo




Saatchi & Saatchi Fallon Hosts Portfolio Night Tokyo A Second Time

Wed 4 Jun 2014 in News, SSF Tokyo

On May 21 Saatchi & Saatchi Fallon Tokyo hosted Portfolio Night in Tokyo for a second time. Without a doubt it was a great success, building on last year’s inaugural event.

This year, even more of Tokyo’s best advertising agencies participated and the event was once again completely sold out. The young creative talent took full advantage of being able to show their work to Tokyo’s top creative directors and the judges were impressed with the overall quality of work presented.

In fact, selecting the evening’s grand prize winner was a tough task for the judges who ended up having to vote 3 times before arriving at consensus. Congratulations to Saki Maeda who will be heading to NY courtesy of Portfolio Night to participate in a live global brief with her peers from around the world.

Saatchi & Saatchi Fallon is proud to host an event that helps further the development of creativity in our industry and creates a unique opportunity for creatives to get together for an evening of networking and celebrating up-and-coming talent.

All photos can be seen here

Watch a video wrap-up here:



Encountering The Extraordinary City with “Wonders Of Dubai Quiz”

Fri 30 May 2014 in SSF Tokyo, Work


Emirates Airline is well known for their luxurious experience onboard, offering a comfortable journey to over 140 cities across 6 continents from its global hub, Dubai. Despite their excellent reputation in the air, Japanese are mostly unfamiliar with the many things Dubai has to offer, instead defaulting to a more stereotypical image of the Middle East.

Therefore, many Japanese did not view Dubai as a good place to transit when traveling overseas despite the many advantages it has over other hubs in terms of location, services, attractions and product (planes).

Our task was to engage potential travelers with the many amazing attractions Dubai could offer to the traveler who wished to spend a few days on either side of their overseas trip, to increase the consideration of flying Emirates through its Dubai hub to Europe and beyond.

Under the theme ‘Wonders of Dubai’ we launched a series of online and out-of-home ads leading viewers to a customized YouTube Brand Channel page with videos and images of the many exciting activities offered in Dubai. The content strategy was focused on getting the visitors to uncover those unknown experiences such as one of the world’s biggest water parks, a giant ski dome, and a collection of record holding structures around the city. We arranged the content in such a way that users could feel as if they were on a virtual ‘tour’ of the city, encountering the sites of the city for the first time. We also utilized a movie-quiz component that further encouraged participation with the chance to win a pair of tickets to Dubai on Emirates as well as request to be added to Emirates’ eDM database for access to future special offers.

The results more than doubled the agreed KPI expectations, was featured in many online media and blogs while creating a lot of shares on Facebook and Twitter.

But most importantly we were able to change the opinion that participants had of a layover in Dubai, helping put Emirates more firmly into their consideration set.