Professional
All. Furniture
/TV commercial & Social (5-sec) / OOH & Print Led concept and idea development, copywriting, and overall direction.
CLIENT
Yamaguchi Furniture co
DATE
Apr 2021
INDUSTRY
Furniture
ROLE
Director
Copywriter
Professional
All. Furniture
/TV commercial & Social (5-sec) / OOH & Print Led concept and idea development, copywriting, and overall direction.
CLIENT
Yamaguchi Furniture co
DATE
Apr 2021
INDUSTRY
Furniture
ROLE
Director
Copywriter
PROBLEM & INSIHGT
Furniture sales have become so similar that people stop noticing them. People ignore ads, but they always notice an incident.
IDEA
Turn a furniture sale into an incident. We introduced the headline “Incident-Level Sale” and created a bold split visual of a woman’s head taken over by furniture. A 5-second film featuring a police siren grabbed instant attention. The campaign ran across TV, social media, and OOH
TARGET AUDIENCE
Women aged 25+ Interested in furniture and interiors, often leading purchasing decisions, and wanting high-quality pieces yet hesitating due to the price.
CREDITS
/ Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Designer Haruo Shibamoto (Urala Communications Co., Ltd.)
/ Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Designer Haruo Shibamoto (Urala Communications Co., Ltd.)
EXECUTION
PROBLEM & INSIHGT
Furniture sales have become so similar that people stop noticing them. People ignore ads, but they always notice an incident.
IDEA
Turn a furniture sale into an incident. We introduced the headline “Incident-Level Sale” and created a bold split visual of a woman’s head taken over by furniture. A 5-second film featuring a police siren grabbed instant attention. The campaign ran across TV, social media, and OOH
TARGET AUDIENCE
Women aged 25+ Interested in furniture and interiors, often leading purchasing decisions, and wanting high-quality pieces yet hesitating due to the price.
CREDITS
CREDITS
/ Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Designer Haruo Shibamoto (Urala Communications Co., Ltd.)
/ Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Designer Haruo Shibamoto (Urala Communications Co., Ltd.)
Professional
All. Furniture
/TV commercial & Social (5-sec) / OOH & Print Led concept and idea development, copywriting, and overall direction.
CLIENT
Yamaguchi Furniture co
DATE
Apr 2021
INDUSTRY
Furniture
ROLE
Director
Copywriter
EXECUTION
TARGET AUDIENCE
Women aged 25+ Interested in furniture and interiors, often leading purchasing decisions, and wanting high-quality pieces yet hesitating due to the price.
PROBLEM & INSIHGT
Furniture sales have become so similar that people stop noticing them. People ignore ads, but they always notice an incident.
IDEA
Turn a furniture sale into an incident. We introduced the headline “Incident-Level Sale” and created a bold split visual of a woman’s head taken over by furniture. A 5-second film featuring a police siren grabbed instant attention. The campaign ran across TV, social media, and OOH
EXECUTION
CREDITS
/ Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Designer Haruo Shibamoto (Urala Communications Co., Ltd.)
