Amami Yui Car Rental Shop - "PHNX amami presentation board419 sustainable" by PHNX Awards 2022
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| Title | PHNX amami presentation board419 sustainable |
| Campaign | Amami Rabbit Driving School |
| Brand | Amami Yui Car Rental Shop |
| Date of First Broadcast/Publication | 2021 / 11 |
| Product | Amami Yui Car Rental Shop |
| Story | This project transformed a car rental shop into a unique driving school to learn driving techniques specific to Amami Oshima. The island’s official mascot was used as a driving instructor. This idea strongly resonated with tourists, giving them valuable advice in an entertaining way, to ensure they avoid accidents involving the Amami rabbit population while driving on the Island. An instructor, which comes in the form of an installable rabbit, helps navigate the tourists with its cute voice when driving in roadkill-prone areas, using data based on rabbit behaviour and past accident records. Through this initiative, this project aimed at increasing awareness of safe driving, while keeping a light-hearted feel. |
| Global Chief Creative Officer | Bas Korsten, Daniel Bonner (Wunderman Thompson) |
| Chief Creative Officer | Takayuki Niizawa(Wunderman Thompson Tokyo) |
| Creative Director | Kazuya Tanino(Wunderman Thompson Tokyo) , Shusuke Kurisu(NORL.inc) |
| Art Director | Yukie Itakura(Wunderman Thompson Tokyo) |
| Creative Business Producer | Hidemitsu Yokoi(Wunderman Thompson Tokyo) |
| Producer | Saya Watanabe(NORL.inc) |
| Film Producer | Kazuma Uesu(GEEK PICTURES INC.) |
| Production Manager | Kaito Kyojima(GEEK PICTURES INC.) |
| Director | Ryota Ishii(spirits) |
| Cinematographer | Ryota Yasuhara(free-lance) |
| Location Coordinator | Akifumi Takeguchi(free-lance) |