R25 Movie Dictionary

R25, the Japanese free weekly magazine designed for young men, has launched “Movie Dictionary”, an opportunity for product placement that inspires Japanese brains. The magazine sales team found that advertising space in the magazine itself was running out. Their creative solution to the problem was to produce humorous short clips connecting their clients with humorous definitions.

Movie Dictionary


The Movie Dictionary project was developed at Dentsu, Tokyo, by executive creative director Yoshimitsu Sawamoto, creative director/copywriter Hideyuki Sasaki, and art director Arata Kubota.

Filming was shot by director Yuji Mitsuhashi via Dainichi, Tokyo, with animator Kohei Yoshiko, producer Yoshiteru Toriumi, illustrator Bunpei Yorifuji and photographer Akihiko Nihonmatsu.