カロリーメイト | 狭い広い世界で | 2024
Watching from the other side of the phone screen, all along / CALORIEMATE "In a World Both Narrow and Wide"
Through the screen of a smartphone, someone had been watching a whole year in the life of a student preparing for exams. The 2019 song "Boku no Koto" gets a new orchestral arrangement, and all three members of Mrs. GREEN APPLE even make cameo appearances.
The problem
When they surveyed students who'd spent their high school years during the pandemic, more than half said they wouldn't go off social media even to focus on studying. Most of them also said they'd check their exam results on their phone. In other words, the thing closest to them, the thing always by their side, was their smartphone.
The insight
Creative director Akihiro Fukube said he felt that for today's exam-taking students, nothing is closer to them than their phone. So the idea became: why not tell the student's story from the phone's point of view? The moment that was decided, eight out of ten parts of the concept were already done. Choosing to re-arrange a song the students themselves had grown up listening to gave the whole concept its backbone.
The idea
The entire commercial was shot in vertical format, from the smartphone's point of view. Soma Santoki acted while touching and swiping at the lens. Studying vocabulary apps in spring, a friend seen through a remote call, dozing off in the bath, sighing over mock exam results—the ad builds up these small, shaky everyday moments as if the phone had been watching all along. It ends with a tap on the screen showing exam results, and a face trembling with joy fills the entire frame.
What happened
In 2023, it won the Minister of Internal Affairs and Communications Award in the Film category and the ACC Grand Prix at the ACC TOKYO CREATIVITY AWARDS, as well as the Grand Prix in the Commercial category at the Galaxy Awards. Takuro Enomoto handled the graphic design, pairing the "view from the phone" with a contrasting "view of CALORIEMATE watching over the student."
Afterthought
The more you watch it, the more the song and the scenes burrow into your memory. The invention of telling the story from the phone's perspective, combined with the choice to bring back a song the students themselves had once listened to, fits together perfectly. This is the kind of work I'd love to make myself.
