A Wonderland Of Scent For Twinings Tea

Fri 24 Oct 2014 in SSF Tokyo

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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

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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.

 

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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: http://www.honnemarch.com

The video here: http://www.youtube.com/watch?v=1u0ftebUH4g

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

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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:

http://www.toysrus.co.jp/top/CSfTop.jsp
https://www.youtube.com/watch?v=TTFfznpXRzM

 

 

 

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: phil.rubel@ssftokyo.com

 

 

 

Recruitment

Mon 1 Sep 2014 in Recruit, SSF Tokyo

現在SSFでは次の職種を緊急募集しています。(採用者決定次第、応募締切とします。)

募集職種
・コピーライター (正社員)

応募要件
・実務経験5年以上 (化粧品業界経験者尚可)。

応募職種明記の上、履歴書(写真添付)・職務経歴書を、下記送付先までお送り下さい。

送付先:
〒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

*書類選考の上、通過された方のみ、こちらからご連絡をさせていただきます。
*応募書類の返却はいたしませんので、あらかじめご了承下さい。

その他、ご不明な点等ありましたら、下記メールアドレスまでご連絡下さい。
hr.tokyo@ssftokyo.com

 

 

Shop Japan engages Saatchi & Saatchi Fallon Tokyo for Shark Cleaners

Fri 27 Jun 2014 in News, SSF Tokyo

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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

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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

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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

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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: www.portfolionight.com/12/tokyo/

Global sponsor: Twitter, Shutterstock, Squarespace

Local sponsors: Sendenkaigi, Red Bull, Heineken

Contacts:

Antoine Malin, PN Event Manager, Saatchi & Saatchi Fallon Tokyo | E: antoine@ssftokyo.co.jp

Natsuko Otake, Corporate Management, Saatchi & Saatchi Fallon Tokyo | T: +81-3-6438-1255, E: natsuko.otake@ssftokyo.com

 

 

 

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.

 

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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!

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

Thu 31 Oct 2013 in News, SSF Tokyo
SSFスタッフ、トイザらスキッズに仲間入り!
Saatchi & Saatchi Fallon Tokyo celebrates the beginning of an ongoing relationship with Toys”R”Us-Japan.
 

ToysRus_C

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