MIXI | 生徒指導篇／闇の神殿篇／保冷剤篇／公園篇／友達の兄篇／起床篇／父篇／年越し篇 | 2023
Eight fragments, each one a child's single moment / MIXI "Mitene" Omnibus Commercial
Just lining up the titles already makes you curious about what this ad could be. What on earth is the "Temple of Darkness" episode? And the "Ice Pack" episode has me curious too.
The idea
Each of the eight short films carries a title for a completely different situation. Student guidance, an ice pack, a park, a friend's older brother, waking up, a father, New Year's Eve — every one captures a very specific slice of everyday life. Rather than making one long commercial, the choice to split it into eight separate pieces is itself already a statement about the campaign's approach. The way each title alone makes you imagine what's inside is a device that hooks you before you've even watched anything.
What happened
It won the GRAND PRIX. The fact that it was jointly produced by Hakuhodo and TBWA HAKUHODO is also unusual.
Afterthought
Honestly, I couldn't track down the actual content of all eight films through searching. But the fact that just lining up the titles stirs up this much imagination already tells you how strong the idea is. I'm dying to know what the "Student Guidance" episode is about, and how the "Friend's Older Brother" episode turns out. I love projects that pull you in with nothing but titles like this. I'd really love to watch all eight together.
Awards
- ACC Grand Prix 2023
