Vol. 25 Creating Recruitment Branding Commercials That Move Students with Cinematic Direction
"Uni-Cre!" introduces topics related to creativity and unique solutions from a creator's perspective.
This time, we will introduce a recruitment brand movie for Nippon Dengei Co., Ltd. that we helped produce.
Creating Recruitment Branding Commercials That Move Students
Nippon Dengei Co., Ltd. consistently handles the design, construction, sales, and maintenance of automatic control systems used in air conditioning and production equipment for buildings and factories.
As the demand for their reliable technical capabilities continues to rise, they are implementing various measures every year to increase their number of employees, ensuring that a lack of personnel does not become a bottleneck for corporate growth.
How can we express the invisible value of Nippon Dengei's "air conditioning instrumentation" and move the hearts of students?
Building on our previous connection where we helped with corporate branding key visual production, we assisted with the planning and production of their recruitment branding commercial.
▼ Click here for the key visual production article
The concept for this project is "Turning thoughts into reality with reliable instrumentation power.", which is also used as Nippon Dengei's tagline.
As this was a recruitment commercial, we received a request during the orientation: "Our business is B2B, not B2C, which is easily recognized by consumers. Please plan based on the premise that students do not know our company name."
Therefore, we redefined their work as "Air conditioning instrumentation professionals = the job of breathing life into buildings", using words that intuitively convey the handling of "air," something invisible to the eye. When we proposed this as a commercial concept, it was evaluated as being "very Nippon Dengei-like," and we proceeded with the implementation.
Commitment to Creativity
1. Location selection that pursues "reality"
Since it is a recruitment commercial, we insisted on filming in a "real building" rather than a studio set, so that students could concretely imagine themselves working there.
With the cooperation of Nippon Dengei, we were able to film in a large building in the city center that the company actually manages. We were able to create a piece of content that gives students who are about to enter society a realistic sense of expectation: "I, too, can handle such a large project!"
2. Casting that embodies "sincerity"
We selected a person through auditions who could embody the corporate image of "sincerity", which Nippon Dengei values. We focused on relatable, true-to-life casting so that students watching the commercial could imagine themselves working there and feel a sense of empathy.
3. Visual direction that evokes a "new beginning"
Inorganic buildings begin to breathe through technology and transform into comfortable spaces.
We superimposed this "moment of breathing life into a building" with the "beginning of life" for students about to step into society, and directed it like a "movie trailer". By using a cinemascope aspect ratio and cinematic image quality, we were conscious of creating an emotional expression that resonates with students.
We asked the people involved
We asked Creative Director Nishikawa, who was in charge of this CM production.
We asked the person in charge at Nippon Dengeki.
They already have high expectations for the renewal next year, and we will continue to contribute to achieving their goals with the positive response gained from this work and even higher quality ideas.
Look forward to next month as well!
Staff Listーーーーーー
Sales: Watanabe, Omachi
Planning & Production: Nishikawa, Shimazaki, Yabe
Cooperating Company: Tower Film Co., Ltd.
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Writing/Copywriter: Ito