Professional
KANKEN-MAN
/15-sec TV commercial Led concept development, scripting, and overall direction.
CLIENT
Daiichikaken co
DATE
May 2023
INDUSTRY
Pest Controll
ROLE
Conceptor
Director
Professional
KANKEN-MAN
/15-sec TV commercial Led concept development, scripting, and overall direction.
CLIENT
Daiichikaken co
DATE
May 2023
INDUSTRY
Pest Controll
ROLE
Conceptor
Director
PROBLEM & INSIHGT
Pest control is invisible and difficult to evaluate, leading to low trust in the category. What children love becomes familiar and safe to parents.
IDEA
Be their favourite. We used elements children already love, such as heroes, songs and animated illustrations, to make pest control feel familiar and approachable. In the TV commercial, “Kenkan Man” appears as a town hero, paired with a parody of “American Patrol” and a song performed by real elementary school children, making it easy for kids to sing along.
TARGET AUDIENCE
Parents with young children Primary decision-makers in the household, often consulted by older family members.
CREDITS
/ Creative Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Director Toshikatsu Okazaki (Fix Co., Ltd.) / Editor Yuichiro Ishimura (Fix Co., Ltd.) / Assistant Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Illustrator Takafumi Kobayashi (Azure Co., Ltd.) / Audio Producer Kenri Kubo (TERRAstudio Co., Ltd.) / Narrator Elementary School Students (Boy & Girl) (TERRAstudio Co., Ltd.)
/ Creative Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Director Toshikatsu Okazaki (Fix Co., Ltd.) / Editor Yuichiro Ishimura (Fix Co., Ltd.) / Assistant Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Illustrator Takafumi Kobayashi (Azure Co., Ltd.) / Audio Producer Kenri Kubo (TERRAstudio Co., Ltd.) / Narrator Elementary School Students (Boy & Girl) (TERRAstudio Co., Ltd.)
EXECUTION
PROBLEM & INSIHGT
Pest control is invisible and difficult to evaluate, leading to low trust in the category. What children love becomes familiar and safe to parents.
IDEA
Be their favourite. We used elements children already love, such as heroes, songs and animated illustrations, to make pest control feel familiar and approachable. In the TV commercial, “Kenkan Man” appears as a town hero, paired with a parody of “American Patrol” and a song performed by real elementary school children, making it easy for kids to sing along.
TARGET AUDIENCE
Parents with young children Primary decision-makers in the household, often consulted by older family members.
CREDITS
CREDITS
/ Creative Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Director Toshikatsu Okazaki (Fix Co., Ltd.) / Editor Yuichiro Ishimura (Fix Co., Ltd.) / Assistant Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Illustrator Takafumi Kobayashi (Azure Co., Ltd.) / Audio Producer Kenri Kubo (TERRAstudio Co., Ltd.) / Narrator Elementary School Students (Boy & Girl) (TERRAstudio Co., Ltd.)
/ Creative Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Director Toshikatsu Okazaki (Fix Co., Ltd.) / Editor Yuichiro Ishimura (Fix Co., Ltd.) / Assistant Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Illustrator Takafumi Kobayashi (Azure Co., Ltd.) / Audio Producer Kenri Kubo (TERRAstudio Co., Ltd.) / Narrator Elementary School Students (Boy & Girl) (TERRAstudio Co., Ltd.)
Professional
KANKEN-MAN
/15-sec TV commercial Led concept development, scripting, and overall direction.
CLIENT
Daiichikaken co
DATE
May 2023
INDUSTRY
Pest Controll
ROLE
Conceptor
Director
EXECUTION
TARGET AUDIENCE
Parents with young children Primary decision-makers in the household, often consulted by older family members.
PROBLEM & INSIHGT
Pest control is invisible and difficult to evaluate, leading to low trust in the category. What children love becomes familiar and safe to parents.
IDEA
Be their favourite. We used elements children already love, such as heroes, songs and animated illustrations, to make pest control feel familiar and approachable. In the TV commercial, “Kenkan Man” appears as a town hero, paired with a parody of “American Patrol” and a song performed by real elementary school children, making it easy for kids to sing along.
EXECUTION
CREDITS
/ Creative Director & Copywriter Santaro Miyakawa (Media Mix Co., Ltd.) / Director Toshikatsu Okazaki (Fix Co., Ltd.) / Editor Yuichiro Ishimura (Fix Co., Ltd.) / Assistant Editor Tatsuya Matsutani (Media Mix Co., Ltd.) / Illustrator Takafumi Kobayashi (Azure Co., Ltd.) / Audio Producer Kenri Kubo (TERRAstudio Co., Ltd.) / Narrator Elementary School Students (Boy & Girl) (TERRAstudio Co., Ltd.)
