| Title | HITOTOKI CLOCK |
| Agency | Dentsu Inc. |
| Campaign | HITOTOKI CLOCK |
| Advertiser | KINGJIM |
| Brand | HITOTOKI |
| Date of First Broadcast/Publication | 2017 / 5 |
| Business Sector | Others |
| Story | HITOTOKI is a Japanese stationery Brand, specializing in items that are used for handmade craft. In a world where everything is so hectic and efficient, we wanted to bring the value of handmade to life. We created HITOTOKI CLOCK, the “world’s most handmade” 24-hour movie clock. There are 1,440 minutes in a day, and we created different combinations of small items to express each and every minute. We actually filmed these in a single, 24-hour cut. At our official website, we released a real-time version of the clock. We created a new kind of branded content that is actually useful in daily life. |
| Philosophy | The value of handmade is most delivered through an experience. Our aim was to create a unique branded experience to deliver the heart of handmade, through a content that is useful in everyday lives. |
| Problem | In a world where everything is so hectic and efficient, we wanted to bring the value of handmade to life. |
| Result | After being publicized by a variety of WEB media, the page view of the brand site increased over 700%, and the site has been visited over 70,000 times. By combining visual identity with content, it has contributed to increased awareness of the brand itself. It succeeds not only in conveying the charm of handmade items, but also in letting everyone experience them as something familiar. |
| Media Type | Web Film |
| Length | |
| More Information | http://www.kingjim.co.jp/hitotoki/clock/ |
| Creative Director | Yuto Ogawa |
| Art Director | RYOSUKE MIYASHITA |
| Art Director | MINAMI SAKAGAWA |
| Copywriter | YUTO OGAWA |
| Copywriter | MAI IWAANA |
| Film Director | MAKOTO KUBOTA |
| PR Strategist | MICHIRU MURAKI |
| PR Strategist | ASAKO FUJIMAGARI |
| Account Executive | TOMOYASU KATAGAI |
| Account Executive | WENNI SHAO |
| Producer | KOTA ENDO |
| Producer | TARO MIKAMI |
| Art Producer | KENICHI SASAKI |
| Art Producer | MIYUKI NAGAO |
| Music | SATOSHI YOSHITAKE |
| Project Manager | YASUTAKA KUBOTA |
| Director of Digital | YASUYUKI MATSUMARU |
| Digital Director | MOTOKAZU FURUKAWA |
| Digital Director | MIKI SHIROKURA |
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