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


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:





Mon 1 Sep 2014 in Recruit, SSF Tokyo


・コピーライター (正社員)

・実務経験5年以上 (化粧品業界経験者尚可)。


〒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





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.




Bringing Passion to a Poker Face

Fri 30 May 2014 in SSF Tokyo, Work


For Godiva, Saatchi & Saatchi Fallon again launched an integrated campaign for Valentine’s day.

Japanese women can be quite shy and sometimes hesitate to show emotion on their faces. The ancient Japanese performance art of Noh uses a stoic mask, hiding the actor’s face from the audience. It is said that Japanese women are just as expressionless as these wooden masks.

Due to shyness and other cultural pressures, Japanese women are unwilling and unable to show their emotions via emotive body language and facial expressions. Valentine’s Day is supposed to be about love and chocolate, but can be frustrating if women hesitate to express their true feelings.

With the support of Saatchi & Saatchi Fallon Tokyo, Godiva decided to help Japanese women overcome their shyness and express their love on Valentine’s Day. The idea was to use sophisticated facial recognition technology in a fun way to draw out emotions.

Godiva developed a fun game to help women create a truly special message to accompany their gifts of chocolate, controlled by winks and smiles! As they played, they naturally became better at showing emotion through their facial expressions. Using the game, participants created a GIF animation and message, which became both a shareable image and a tangible memory of their new skill.

By combining cutting edge technology, delicious Godiva chocolate and social media,  we’ve helped Japanese women reveal the sparkle that lay behind their masks.




SSF Tokyo releases Portfolio Night promotional video

Thu 1 May 2014 in News, SSF Tokyo

Saatchi & Saatchi Fallon Tokyo created a short video emphasizing the opportunities Portfolio Night can bring to young creatives. The video uses Google Maps and a playful tone to build awareness & participation for SSF Tokyo’s second consecutive hosting of the Portfolio Night event.

Produced, sponsored and in association with: TOHOKUSHINSHA FILM CORPORATION




SSF Tokyo hosts the second Portfolio Night in Japan

Wed 2 Apr 2014 in News, SSF Tokyo


Following the success of its event last year, Saatchi & Saatchi Fallon will be hosting Tokyo’s second Portfolio Night on the 21st of May.

Saatchi & Saatchi Fallon is the official Tokyo City Host for the 2014 Portfolio Night 12 event, which is held simultaneously in 24 cities worldwide on May 21, 2014.

Saatchi & Saatchi Fallon joins the Portfolio Night Global Team on this international stage to present a fast-paced evening of career advice and networking. The City Hosts comprise a mix of agencies, ad clubs and educational institutions. Each City Host is responsible for bringing together the top Creative Directors in its city with up-and-coming advertising talent – both to provide junior talent with the opportunity to learn from the best, and to provide industry-leading Creative Directors with a chance to mentor and give back to the advertising industry.

It will be an evening to remember at one of Tokyo’s hottest spots – LE G.A in the Midtown district. 25 of Tokyo’s top Creative Directors will be matched with around 100 aspiring young talents for an evening of “speed-dating for creatives”. Delicious food and beverages will be on offer so whether you’re a hopeful young prospect looking for a career in the exciting world of advertising, or a CD looking for the hottest young talent – make sure you come along for an enjoyable evening of fun and invaluable chance to have your work reviewed by top Creative Directors.

For more information:

Global sponsor: Twitter, Shutterstock, Squarespace

Local sponsors: Sendenkaigi, Red Bull, Heineken


Antoine Malin, PN Event Manager, Saatchi & Saatchi Fallon Tokyo | E:

Natsuko Otake, Corporate Management, Saatchi & Saatchi Fallon Tokyo | T: +81-3-6438-1255, E:




CEO Phillip Rubel Speaks At The Economist’s Japan Expert Summit On The Upcoming Tokyo Olympic Games

Fri 14 Mar 2014 in About Us, News, SSF Tokyo

On February 28 Phillip Rubel participated in a panel discussion on what the 2020 Olympic Games can mean to Tokyo and Japan. The event was organized by The Economist and sponsored by Jeffries.

While participants discussed the impact of the Summer Games on such subjects as hotel room consumption and overall economic benefits, Phil focused his presentation on how the Olympic Games can benefit premium brands and hospitality services.





A coded Valentines Day message

Mon 17 Feb 2014 in SSF Tokyo

As usual, the girls at SSF took Valentines Day to a new level on Friday, with a beautiful, delicious SmartCake ™ complete with QR code that when scanned, revealed a tumblr blog showing off the girls’ hidden (until now) performing talents …

Needless to say, the pressure is really on the boys to top this on White Day next month!









SSF Staff Become The Latest Toys”R”Us kids!

Thu 31 Oct 2013 in News, SSF Tokyo
Saatchi & Saatchi Fallon Tokyo celebrates the beginning of an ongoing relationship with Toys”R”Us-Japan.


Saatchi & Saatchi Fallon Tokyo celebrates the beginning of an ongoing relationship with Toys”R”Us-Japan.



Tempur: Extolling The Virtues of Zero Gravity Sleep To Commuters On A Crowded Train

Wed 16 Oct 2013 in SSF Tokyo, Work
Zero G bed system on display in train and transit media

Zero G bed system on display in train and transit media

Tempur has been so successful with its pillow technology, it was at risk of being known by consumers only for pillows despite the excellent technology of its bed & mattress products. Our task was to reassert Tempur’s brand credentials by considerably increasing store visits and encouraging trials of its Zero G bed system.

The campaign developed posed a simple yet enticing question: What is Zero Gravity Sleep?

The campaign was executed primarily via train & transit media – a touchpoint at a moment in time when people are either in a crowded & uncomfortable place on their way to work or when they’re tired and on their way home. The ability to have a particularly good night’s sleep would be relevant in either direction and time of day! Imagine looking at a poster extolling the virtues of feeling like you’re experiencing zero gravity while you are wedged in-between fellow commuters. And the practicality of the posters appearing within the Ginza Metro Line were enhanced by actually pinpointing to consumers where they can go to give the Zero G system a try. Newspaper and direct mail communications helped complete the campaign components.

Results of the campaign were 3X beyond KPI expectations. The trial component of the campaign converted the curious into true believers & advocates for the brand. And Tempur is now well on its way to being known as the company that helps people sleep better, from head to toe.




Saatchi & Saatchi launches ‘Loveworks’ at Cannes Lions Festival of Creativity

Thu 20 Jun 2013 in SSF Tokyo
Loveworks book cover

Loveworks book cover

Loveworks - SSF Reebok campaign example

Loveworks - SSF Reebok campaign example

New Book Showcases Lovemarks Case Stories from Top World Brands

Saatchi & Saatchi is launching Loveworks: How the world’s top marketers make emotional connections to win in the marketplace today at the Cannes Lions International Festival of Creativity 2013.

Loveworks is researched and written by Brian Sheehan, a professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University, New York. Sheehan was with Saatchi & Saatchi for 25 years, having joined in New York as a graduate. He was CEO of Saatchi & Saatchi in Japan and Australia, and at Team One in Los Angeles.

Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, introduced the theory of Lovemarks ten years ago as “the future beyond brands.” Lovemarks, named in 2011 by Advertising Age as one of the top 10 marketing ideas of the decade, forms the basis of Saatchi & Saatchi’s work with clients around the world. Loveworks, a collection of Lovemarks case stories, delivers proof that emotionally-rich relationships between brands and consumers build the strongest businesses.

“Lovemarks has reframed marketing,” says Roberts of the impact of the thinking within Saatchi & Saatchi. “Brian’s new book presents Lovemarks with rigor, acute observation of marketing practice, and animates with great storytelling. I recommend it to all ‘chiefs’ in business and organizations, entrepreneurs, brand managers, academics, and advertisers as timely, relevant, and creative.”

The book features 20 case stories showcasing brands winning in the marketplace by applying the Lovemarks method. Brands featured in Loveworks include Lenovo, Guinness, Pampers, Swiffer, Safeguard, Camry, Lexus, Cheerios, T-Mobile, Visa, Miller, Skol, and The Ritz-Carlton. Stories originate from the consumer markets of USA, China, Brazil, Nigeria, Australia, UK, Japan, Israel and Argentina.

Sheehan’s Loveworks emphasizes the benefits that Lovemarks can have on students of business, marketing and advertising as well as anyone interested in social change. To support their academic efforts, Saatchi & Saatchi has created several teaching and visual resources available on the Lovemarks Campus Facebook, focused on the academic exploration of emotion and marketing.

This is the fourth Lovemarks book in which Saatchi & Saatchi has collaborated with Brooklyn, NY-based independent publisher powerHouse Books. The portfolio of books has sold 275,000 copies including the original book by Kevin Roberts Lovemarks: the future beyond brands, published 18 languages.

Loveworks is on sale at and initially in bookstores across the USA. To preview the book online, please visit the website here:

Reviews of Loveworks

Gary Schwartz, author of The Impulse Economy and Fast Shopper, Slow Store.

“In Loveworks Brian Sheehan passionately illustrates the value in building a circle-of-trust with the consumer. In the 2010s, the fundamentals of marketing remain the same: “Love thy consumer!” Loveworks makes this abundantly clear and informative to any marketing director. There is page after page of proof that investing in a deep emotional connection with your loyalist is rewarded in driving your brand’s objectives.”

Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth, Graduate Business School, Hanover, New Hampshire USA

“In a world of data driven approaches to branding and marketing, it’s refreshing to get back to the emotional connections that connect consumers with products and brands. Sheehan’s book is a fabulous addendum to Kevin Roberts’ work and a must read for anyone seeking to understand how companies can win in the marketplace through emotional rather than purely rational approaches”

About Lovemarks

Lovemarks are premised on the belief that humans are primarily emotional beings. Our decision-making is more emotional than rationale. Saatchi & Saatchi research indicates, for example, that the emotional quotient of decision-making in buying a car is 63%; for breakfast cereals it is 75%; and for magazines 85%. Lovemarks are capable of generating sustainable growth beyond normal expectations. Our research proposes that moving a brand from being highly respected to a Lovemark, where it is both highly respected and highly loved, offers significant increases in preference, market share and revenue margin. The three elements of a Lovemark are Mystery, Sensuality, and Intimacy. Saatchi & Saatchi has a highly developed, formal methodology for raising brands to Lovemarks. At its core are the five key steps which make up the “Path to Love.” These are: Discovery, Exploring, Inspiration, Attraction, and Evaluation.

About Saatchi & Saatchi

Saatchi & Saatchi is a global creative communications company headquartered in New York, with 130 offices in 70 countries. Saatchi & Saatchi is part of France’s Publicis Groupe, the world’s third largest communications group, and is led by Kevin Roberts, CEO Worldwide since 1997. Saatchi & Saatchi is a full-service integrated communications network encompassing ideas, strategy, advertising, digital and mobile, design, and shopper marketing. Through its creative ideas across all media and all disciplines, Saatchi & Saatchi sets to turn brands into Lovemarks which generate “loyalty beyond reason.”

For more information, please visit Saatchi & Saatchi online at and