Vol. 26 Branding CM Production: Delivering a Company's Vision to Students Through Memorable Storytelling
"Uni-Cre!" introduces topics related to creativity and unique solutions from a creator's perspective.
This time, we will introduce a brand movie for Nittetsu Bussan System Architecture, which we helped produce.
Branding CM Production: Delivering a Company's Vision to Students Through Memorable Storytelling
Adding a "story" with human warmth to "system architecture."
"System architecture" allows for the construction of warehouses and factories with "short lead times, low costs, and high quality." In previous commercials, the main target was B2B, so these strengths were the primary focus.
However, the goal this time was recruitment branding.
While conveying service benefits is important, having students empathize with the company's vision is even more important. Therefore, we were brought on board to plan ideas that would resonate with the hearts of "students."
The concept is "A big dream for someone else.".
By expressing the service benefit of "short lead times" as "something to fulfill a client's wish" to "build it by this date no matter what," we showed that Nittetsu Bussan System Architecture's "reliable technical capabilities" lead to human aspirations and social contribution. We aimed for a "short drama that feels like human warmth."
Commitment to Creativity
1. Incorporating an "unfulfilled promise" into the story
The core of the story is a promise the protagonist, Mamoru, made to his late father as a child: "I'll build a warehouse for you, Dad."
By intentionally developing the plot so that the dream of "building a warehouse for his father" was not fulfilled, we aimed for a memorable story that doesn't end as a simple success story.
Precisely because he has that unfulfilled wish from the past, he can empathize with the client's desire to "build" more strongly than anyone else and pour his passion into it. By depicting that sentiment, the story becomes one that students who are about to enter the workforce can also relate to.
2. Filming in multiple locations to add depth to the story
To create a deeper story, filming in various locations was essential. This time, we filmed in three locations: a house studio, an actual factory, and an office.
Among them, for the factory, we received cooperation from Nittetsu Bussan System Architecture and selected the one that best matched the worldview from over 50 factories they have worked on.
With special permission from the client company, we were able to conduct more realistic filming.
3. Nostalgic visual expression that resonates with students
When people hear "system architecture," they might get an impression that is somewhat efficient and inorganic. To change that image, we finished the overall tone with a film-like look with added noise to create a nostalgic worldview.
Also, by intentionally minimizing the characters' dialogue and layering multi-angle cuts with different framing to express changes in emotion, we added an emotional impression while ensuring that the characters' inner feelings are clearly conveyed.
We asked the people involved
We asked Nishikawa, the creative director in charge of this CM production.
We asked the person in charge at Nittetsu Bussan System Architecture.
At Uni-Cre!, we will continue to introduce topics related to such creative work and unique solutions from a creator's perspective.
Look forward to next month's issue!
Staff Listーーーーーー
Sales: Hayasaka, Suzuki (Takashi)
Planning/Production: Nishikawa
Cooperating Company: 3LYNX Co., Ltd.
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Writing/Copywriter: Ito