ふかふかかふかのうた

LOTTE / Cafca

Sep 2012.

グズッた子が96.2%の確率で泣きやむ不思議な動画。「定位反射」という科学的技術に基づいて開発し、世界130カ国・半年で500万PVを突破。子育てママのやすらぎがコンセプトのソフトキャンディのプロモーション。

Digital Lullaby is a curious video that stops the tears of 96.2% of crying infants. Developed to take advantage of infants’ orienting response to changes in their environment not sudden enough to elicit a startle response, the video amassed 5 million views in 130 countries around the world in just half a year. The video was a promotion for a soft candy whose concept is comfort for child-rearing mothers.

AWARDS

Cannes Lions = Cyber : Bronze

CREDITS

Creative Director : Takayuki Hino(SIX) / Executive Creative Director: Kazuhiro Suda(Hakuhodo) / Art Director : Hiromi Yoshida(Hakuhodo) / Director: Mai Tominaga(cogitoworks) / Soound Supervisor: Dr. Matsumi Suzuki(Japan Acoustic Lab.) / Composer: Yousuke Fukui(Maxman) / Copywriter : Ayumi Kaige, Ai Suzuki(Hakuhodo) / Photographer: Masahiro Suzuki(Freelance) / Producer: Takehito Shiina(Nippon Movie) / AssistantProducer : Koki Yamaguchi (Nippon Movie) / Designer: Kaori Araaki(Fe), Shino Atobe(Fe) / VFX Editor:Tomohiro Matsumoto(Root-works) / Production Designer/Stylist:Masae Sakurai(Irakusa) / Production Manager: Yukie Uchida(Nippon Movie) / Digital Art Director: Tsuyoshi Yokoyama(Gravytrain) / Digital Designer: Ayako Inada(Gravytrain) / Corder: Shinji Yamamoto(Gravytrain)