Spikes Asia

MAMAMETAL

AOI PRO, Tokyo / KATAOKA&CO.,LTD / 2016

Awards:

4 Gold Spikes Asia
Film
Film
Film
Film
Supporting Images
1 of 0 items

Overview

Entries

Credits

Overview

Background

Cocoa is purchased almost exclusively by mothers. Studies show that Japanese mothers avoid voicing even their smallest frustration to their family in order to maintain family harmony. Mothers give all of their time and energy for the sake of their families, but it is a thankless job. The teenage years are a constant source of stress for moms. Criticize a teenager...expect an explosion. On top of that, fathers aren’t helping around the home leaving mothers feeling all on their own. So a group was created that gives voice to all of those daily annoyances that moms silently endure.

Description

Van Houten wanted to become "mom's best friend" - the brand to which mothers turn to relieve their everyday stress. So we formed a heavy metal band called "MAMAMETAL," which released a series of songs shouting out the daily frustrations that mothers normally cannot express. The aim was for this to be an empowering tool. This video releases those small frustrations on behalf of mothers.

A husband who never helps out around the house and drives his wife hard all the time. The wife finally explodes in anger at the way he treats her. For example, he gets her to do everything such as picking up the phone although he is sitting right next to it. Instantly, the kind wife transforms into a heavy metal singer, and she wreaks her frustration through a metal song. In real life, Van Houten helps sweeten her up.

Execution

We formed a heavy metal band called "MAMAMETAL." The band released a series of songs shouting out the daily frustrations that mothers normally cannot express. A video of these songs was launched on YouTube and Facebook with the aim that it would be an empowering tool that mothers would see on SNS, think "that's what I want to say!" and then speak out.

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