家庭教師のトライ | Try IT はじまる | 2016
Is a Thin Font Costing You Something? / Try IT "Try IT Begins"
Dancing to Taylor Swift's "Shake It Off," all kinds of people shake their phones and dance along. This is the launch commercial for Try IT, a free video lesson service. Heidi, Peter, and Grandfather all dance too, in a bright, fun world.
The insight
When people saw this commercial, apparently a lot of them thought, "Wait, is this Benesse?" That's because the thin font used in this Try IT commercial looked similar to the thin font Benesse had started using a little while before for its "People grow their whole lives" campaign. Fonts leave a surprisingly strong impression and shape a brand's personality—so isn't it a bit of a shame to lose that distinctiveness? That's the observation here.
The idea
Try IT has a feature where you can ask a question just by shaking your phone. From that came the idea: "If it's about shaking, wouldn't Taylor Swift's 'Shake It Off' fit perfectly?" And that's how the song tie-in came together. The choreography was handled by the dance crew air:man.
Afterthought
In the end, the commercial works because Taylor's dance carries it through. But font-based tone control is something that's easy to overlook, even though it quietly adds up over time to shape how a brand is recognized. It's a small detail, but an important one.
