HITOTOKI is a Japanese stationery Brand, specializing in items that are used for handmade craft, such as masking tape and label printers.
The brand name means “precious moments” in Japanese.
HITOTOKI aims to celebrate each and every moment of life, by adding a small touch to simple, daily items.
In a world where everything is so hectic and efficient, we wanted to bring the value of handmade to life.
The value of handmade is most delivered through an experience. Our aim was to create a unique branded experience to deliver the heart of handmade, through a content that is useful in everyday lives.
We created HITOTOKI CLOCK, the “world’s most handmade” 24-hour movie clock.
There are 1,440 minutes in a day, and we created different combinations of small items to express each and every minute. We actually filmed these in a single, 24-hour cut.
At our official website, we released a real-time version of the clock.
We created a new kind of branded content that is actually useful in daily life,
making people realize the importance of an enriching moment, in a hectic and restless world.
After being publicized by a variety of WEB media, the page view of the brand site increased over 700%, and the site has been visited over 70,000 times.
By combining visual identity with content, it has contributed to increased awareness of the brand itself. It succeeded not only to convey the charm of handmade items, but also in letting everyone experience them as something familiar.
The clock movie is shown real-time, according to the actual time the user accessed the website.
The 24-hour version can serve as a real clock on an unused smartphone or tablet.