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Music & Sound
Music Original - Song

Finalist

Entrant: Tokyu Agency Inc., Tokyo
Van Houten Cocoa - "Mamametal Lazy Boy"

Corporate Name of Client: Kataoka Ltd.

Agency Account Executives: Akira Uemoto/Satsuki Nagai

Agency Planners: Tetsushi Kawachi/Yoko Osoegawa

Agency: Tokyu Agency Inc., Tokyo

Creative Director: Tetsushi Kawachi

Copywriter: Tetsushi Kawachi

Art Director: Toshimi Hayashi

Production Company: AOI Pro., Tokyo

Director: Shigeo Matsuyama (Club_A)

Producers: Hisaya Kato/Kazuki Sato

Production Manager: Takuma Iso

Lead Artist: Yoshikazu Furuya at Kyoei Arts

Animator: Liberty

CG: Tsumiki

Sound Mixer: Renji Kumai @ origami

Photographer: Keisuke Imamura (voyger)

Lightman: Makoto Oda

Birdland Inc Designer: Takemichi Chiba

Assistant Producers - amana: Mayu Yamamoto)/Yusuke Hino

Web Director - amana: Yuta Okubo

Food Coordinator - amana: Jun Okubo

Food Advisor: Kaori Yamaguchi (AL_DD_PP)

Hair/Makeup: Miyo Sekiya @ b-side

Stylist: Mie Bon Minagawa

Band: Barbariancherry


Description of the Project:
Cocoa is purchased almost exclusively by mothers. Studies show that Japanese mothers avoid voicing even the smallest frustration to their family in order to maintain family harmony. So, Van Houten wanted to become "mom's best friend" - the brand to which mothers turn to relieve their everyday stress. We formed a heavy metal band called "Mamametal," which released a series of songs shouting out the daily frustrations that mothers normally cannot express. A video of these songs was launched on YouTube and Facebook with the aim that it would be an empowering tool that mothers would see on sns, think "That's what i want to say!" and then speak out. The video was viewed over 2 million times in three weeks and received a great deal of tv coverage. There have been many comments on sns "really empathy!" "I hope to participate as a member", "want to mosh together", "I want to sing karaoke" etc. Many moms find expression for the unspoken daily stresses of home life through the band's songs, and find that they help them empathize, laugh and de-stress with their other mom friends. Year-on-year sales of Van Houten cocoa increased 160%. Van Houten cocoa has garnered an image as the brand for mothers.

Strategy:
Mothers give all of their time and energy for the sake of their families, but it is a thankless job. For this project we researched the daily stresses mothers face, the things they hold back from saying to their families, and then we shouted out those frustrations for them.

Execution:
We formed a heavy metal band called "Mamametal." the band released a series of songs shouting out the daily frustrations that mothers normally cannot express. A video of these songs was launched on YouTube and Facebook with the aim that it would be an empowering tool that mothers would see on sns, think "that's what i want to say!" and then speak out.