Developing new brand communication using a branded movie

Overview

Cleverly Home is a house builder headquartered in Chiba Prefecture. When we received a request for a TV commercial, we proposed producing a branded movie alongside it; the client readily agreed, and the project began. 

Through repeated interviews with the client, we learned that they wanted to honor their approach of “homebuilding centered on tiles,” so we decided to produce a branded movie themed around tiled houses. Although it is a branded movie, we hired a film crew for production and cast the renowned actor Eiji Okuda in the lead role, positioning the branded movie as a short film. 

For the commercial, we kept production costs down by using footage from the film. The TV commercial was structured to both draw viewers to the film and promote the product, designed first to build awareness by directing viewers to the Cleverly Home website. By offering free viewing of the film on the website, we communicated the “philosophy of homebuilding” that Cleverly Home wanted to convey and fostered positive brand sentiment. 

Film Website
TV Commercial
Film

Client: Cleverly Home Co., Ltd.

Agency: Nihon Keizaisha Advertising Ltd.