Docomo’s latest campaign via Tokyu Agency Japan scares you into burning calories

Docomo Healthcare, a combined company of NTT Docomo Inc, a leading mobile phone operator in Japan and Omron, has released its latest version of the wearable smart device “Move Band 2”, a wristband to support your health.

With the help of professor Akiharu Sudo, a doctor of medicine from Kokushikan University, Tokyu Agency and AOI Pro. studied the mechanism of how human beings consume calories through watching scary videos. With numerous experiments using professional calorie measurement equipment, they came up with the most powerful and effective filming and story technique, and by incorporating POVs of the main character in the film which is the current trend of scary videos, created a film which will consume your calories most effectively just by watching.

VIEW THE MOVIE

VIEW THE TRAILER

Though the wristband itself only measures calories consumed when people are moving, this video certainly raises people’s awareness that we unconsciously consume calories everyday. And through watching the actual calories consumed in real time on screen, it gives the viewers the unique and unforgettable experience to visually see and track their health data. The experimental ad challenges the boundaries of what a moving image could do- consume calories just by watching.

Created by the same creative/production team of the cannes-winning “3 second cooking”, the campaign launched on the 30th of July, and has already gained over 9600 views on YouTube in less than a week (as of 5th of August).

Credits –

Account Executive: Shinichi Kumazawa / Ayako Ishii