Campaign Spotlight

Kentaro Kimura and Hakuhodo Kettle launch ‘The WOW Factory’ for Sony at SXSW

TOKYO – Just in time for SXSW, Hakuhodo Kettle launched a new concept movie for Sony. Titled ‘The WOW Factory,’ it was the brainchild of Hakuhodo Kettle Co-CEO and Executive Creative Director Kentaro Kimura.

In an exclusive with adobo magazine, Kimura describes what happens to the movie’s protagonist when he says, “A mysterious symbol appeared in his dream at an Asian guesthouse. It involves him stumbling into an unexpected adventure. What was he actually looking for? The spectacle road movie presented by Sony is finally launched.”


In Kentaro’s younger years, he backpacked through over 35 countries before eventually joining Hakuhodo in 1992. From then, he he established a unique planning and creative style that eliminates the boundaries of strategic, creative, digital, PR and media development and works seamlessly through the entire process.

Backpacking around the world at the age of 19 profoundly affected Kentaro and effectively changed his whole life. It was that experience that is somewhat encapsulated in ‘The WOW Factory’ concept video as the film’s protagonist is haunted by a strange sigil even as he is carried across scenarios including a Thai market, being dumped in the desert, and engaging natives in an awkward dance-off.

The South by Southwest (SXSW) Conference & Festivals celebrate the convergence of the interactive, film, and music industries. Fostering creative and professional growth alike, SXSW is the premier destination for discovery and served as the launching pad for this campaign from Hakuhodo Kettle for Sony. 

Click here for Kentaro’s talk on his creative alchemy and how creatives can apply it to their own advertising campaigns. Click here for an adobo interview with Kentaro when he chaired the AdFest 2016 Young Lotus workshop.

Agency: Hakuhodo Kettle

Production: Aoi Pro

CD: Kentaro Kimura

Planner: Yuta Okuyama, Hideaki Oki

Producer: Tamon Yakushiji, Yusuke Komiya

PM: Yuta Matsuda

Director: Shohei Goto

Photographer: Masaya Nakahara

Editor:Taichi Okada

PR: Ikuko Ota, Akemi Nio

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