UltraSuperNew Tokyo has launched ‘Make It Unbelievable’, created for the Japanese market, showcasing the unexpected results of crafting incredible-looking visual materials on Canva.
The multi-channel campaign that showcases Canva’s promise that anyone can use the platform to create impressive visual materials without the need for extensive design education, making creativity accessible to all. There’s only one problem, the campaign highlights the fact that people find it hard to believe that those with no prior design experience can make such brilliant designs.
‘Make it Unbelievable’ features iconic Japanese celebrities Takeshi Kitano, the world-known auteur celebrated for his comedy and action films, and Gekidan Hitori, a Japanese filmmaker and actor who recently made a biopic based on Kitano’s life. Picked specifically for their well-known on-screen personas, they quickly revert to these when a proud Kitano shows Gekidan Hitori a presentation he has created on Canva for his new venture. It’s of such a high standard, that Hitori doesn’t believe Kitano actually made it himself and tells him so. Things go sideways from there and escalate to a dramatic degree, with both stars sticking to their versions till the bitter end.
Launched in 2013, Canva is a free online visual communications and collaboration platform with a mission to empower everyone in the world to design. Featuring a simple drag-and-drop user interface and a vast range of templates ranging from presentations, documents, websites, social media graphics, posters, apparel to videos, plus a huge library of fonts, stock photography, illustrations, video footage, and audio clips, anyone can take an idea and create something beautiful.
Francois Claverie, Group Creative Director, said: “It probably would not occur to anyone to doubt anything Takeshi Kitano says, ever… But for this campaign, we needed someone to do just that, and Gekidan Hitori took one for the team. We and our lawyers are just happy that he remained unharmed.”
‘Make It Unbelievable’ is running on national Japanese TV, YouTube and Social Media channels. Media is handled by IREP Co., Ltd.
Credit
Advertiser: Canva
Andre Pinantoan, Marketing, International Marketing & Growth
Kagan Sen, Country Manager, Japan
Carol Wu, Operation Lead, Japan
Atsushi Takahashi, Head of Brand Marketing, Japan
Ema Tanaka, Growth Lead, Japan
Shunta Sasaki, Content and Field Marketing Lead, Japan
Agency: UltraSuperNew Tokyo
Francois Claverie, Group Creative Director
Andres Aguilar, Creative Director
Oguzcan Kaganoguzbeyoglu, Associate Creative Director
Noga, Copywriter
Belle Sim, Graphic Designer
Tran Hoai Anh, Junior Creative
William Matsuda, Creative Intern
Tomokazu Murakami, Representative Director
Haruna McWilliams, Head of Strategy
Yumi Esposito-Pueblo, Group Account Director
Yuko Nakamura, Senior Account Manager
Asumi Yamayoshi, Account Manager
Hikaru Yano, Account Manager
Daiki Shimizu, Producer
Alex Schmidt, Assistant Producer
Alexander Tatsuki Watanabe, Producer
Special Thanks: Tetsuya Utsumi, Jinshi Itomi, Haruna Akashi, Tomoyoshi Takahashi
Production Company: Aoi Pro.
Maho Ikeda, Takayuki Inase, Brian Ota (AOI Pro.) : Producer
Haruka Ono (AOI Pro.) : Production Manager
Ryo Ota, Ryohei Kumamoto : Director
Shigeto Kunii : DP
Junki Shigeta : 1st Assistant Camera
Hirohumi Toba : Gaffer
Kiyomi Miyashita : Lead Electric
Aya Sato : Production Designer
Kentaro Fujikawa : Location Manager
S-Three.co.,ltd : Camera Car
Takanobu Tsushima (T-and inc.) : Offline Editor
Hidenori Tanaka (IMAGICA Lab. Inc.) : Online Editor
Naotaka Takahashi (L’ESPACE VISION CO.,LTD) : Colorist
Setsu Fukushima, Shinichiro Kodama (Ongakushitsu Inc.) : Music
Joji Kita (IMAGICA Lab. Inc.) : Sound Recordist / Sound Mixer
Toru Nakano (IMAGICA Lab. Inc.) : Sound Mixier
Akihito Narita : Sound Effect
Kazuhiro Yamaryo, Akinori Oshidari, Saori Teshima (HandY) : Casting Director
