Making of REST – Bsize Japan 2013 | Clapboard Ad Archive

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Making of REST - Bsize | Clapboard Ad Archive

Making of REST marks Bsize’s strategic foray into elevating product transparency within Japan’s competitive electronics sector, with Dentsu shaping a behind-the-scenes campaign that sets out to demystify the wireless charging technology at its core. By chronicling the REST wireless charger’s journey from concept through meticulous development, the campaign leverages the Demonstration approach, or what Clapboard's taxonomy would classify as FORMAT#1—Demonstration, placing the product’s creation process front and center while dispensing with narrative tropes like character arcs, user testimonials, or celeb endorsements. The film medium harnesses VFX to make visible the sophistication and technical rigor underpinning REST—positioning Bsize alongside the market’s leading innovation players and communicating the brand’s focus on thoughtful engineering as a functional differentiator. Rather than depending on glossy lifestyle narrative or abstruse symbolism, the short film relies on detail-oriented process documentary, targeting a Japanese audience that values craftsmanship and technological trustworthiness as core purchase drivers. This focus on the internal workings and incremental refinements of REST responds to a consumer cohort that expects rigor and proof rather than mere assertion, reflecting a well-calibrated insight into decision-making behaviors unique to electronics and technology adoption in the Japanese market. With Dentsu guiding strategy and execution, Bsize’s communication frames REST not as a black-box mystery or a commoditized accessory, but as a product whose reliability is derived from an open, exacting process—effectively differentiating the brand from heritage tech competitors such as Sony or Panasonic, who often lean on heritage or broad system integration rather than direct access to R&D. The use of VFX does more than decorate the narrative; it supports the promise of technical mastery and design intent that Bsize aims to own, ensuring the visual language resonates with a digitally literate, tech-curious audience. By explicitly inviting viewers into the workspace and mindspace of modern electronics manufacturing, Making of REST stands as a case study in brand-building for challenger brands seeking to command credibility, foster authenticity, and transform consumer perception through a lens of openness and demonstrable expertise. Clapboard rates this 63/100. For the industry, the campaign signals that even in a crowded field, detail-driven transparency and immersive process storytelling can shift the conversation from mere product novelty to lasting brand trust among discerning buyers.

Credits

Client

Bsize

Agency

Dentsu

Copywriter

Hirohide Kaneshiro

Art Director

Yoshihiro Tateishi

Production House

GunsRock

Producer

Satoru Nakamura

Director

Yuji Shiota

Sound Design

Grand Funk

Category Mind Map

48%

The "Making of REST" campaign by Bsize, developed by Dentsu in 2013, presents a behind-the-scenes look at the creation of a wireless charger, positioning the brand as innovative and technically advanced within the electronics market. Through a short film format, the campaign seeks to convey the promise of seamless integration of cutting-edge technology into everyday life, emphasizing product reliability and the sophisticated development process. This approach reinforces Bsize’s value proposition of delivering thoughtful, high-quality electronic solutions that simplify user experience. Strategically, the campaign leverages transparency and storytelling to engage a tech-savvy Japanese audience interested in both the functionality and craftsmanship of new devices. By showcasing the product development journey, it taps into consumer curiosity about innovation and the engineering expertise behind modern electronics. This creative angle addresses the market’s desire for authentic brand narratives that go beyond simple product features, positioning Bsize as a brand that invests in precision and forward-thinking design. The use of VFX further aligns with the technological sophistication Bsize aims to communicate, enhancing the visual engagement and appealing to an audience that appreciates advanced digital techniques. Overall, the campaign’s focus on process and technology underlines Bsize’s strategic effort to build credibility and deepen connection with consumers in a competitive electronics landscape.

FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits. This campaign, titled "Making of REST," focuses on the creation process of the REST wireless charger, as indicated by the description: "ワイヤレス充電器RESTが出来るまでを綴ったショートフィルムです。" (A short film chronicling how the REST wireless charger was made). There are no narrative cues suggesting a character or story arc, nor is there evidence of problem–solution framing, symbolism, user imagery, or celebrity involvement. The VFX genre and title emphasize the visualization of the product's making, aligning it with the Demonstration format, which is typical for technology or electronics market introductions. The purpose appears to be to clearly show the product’s features, construction, and potential benefits by documenting its real-world development process. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Sony – Positioned as a global leader in consumer electronics and entertainment technology, Sony emphasizes innovation, premium design, and integrated ecosystems spanning gaming, mobile, audio, and imaging, focusing on delivering high-quality user experiences and cutting-edge VFX capabilities. 2. Panasonic – Known for reliability and extensive product range, Panasonic combines advanced electronics with sustainable technology solutions, targeting both consumer and industrial markets by emphasizing durability, energy efficiency, and practical innovation. 3. Sharp – Sharp differentiates itself by pioneering display technology and smart home appliances with a focus on innovation in LCD and touchscreen tech, positioning itself as a brand that enhances everyday life through user-friendly and energy-saving electronics. 4. Toshiba – Toshiba leverages its diversified portfolio, including semiconductors, storage, and consumer electronics, with a strategic focus on trusted quality, innovation in battery and energy solutions, and integrated technology tailored to both businesses and consumers. 5. Fujitsu – Primarily positioned in IT services and computing solutions, Fujitsu blends hardware innovation with software and technology services, emphasizing smart infrastructure, digital transformation, and secure, efficient electronics geared towards enterprise clients.

Q: What is Making of REST about? A: Making of REST is a professional campaign developed by Dentsu for Bsize and released in Japan in 2013, targeting the electronics and technology market. The campaign centers on a short film that documents the creation process of the REST wireless charger, offering viewers a transparent look at the engineering and design journey behind the product. Presented entirely in Japanese, the film highlights Bsize’s commitment to technological innovation and product reliability, aiming to engage a tech-savvy audience interested in the craftsmanship and sophistication of new electronic devices. Q: What creative device does Making of REST use? A: Making of REST employs the Demonstration format, as classified by Clapboard’s 12-format taxonomy. This creative approach directly showcases how the REST wireless charger is developed and assembled, focusing on the product’s features, construction, and benefits through a real-world lens. The campaign avoids narrative storytelling, character arcs, or celebrity involvement, instead relying on visual effects and process-driven content to illustrate the technical expertise behind the product. This format is particularly effective for technology introductions, as it provides clear, factual insights into the product’s innovation and quality. Q: What is the campaign proposition for Making of REST? A: The campaign proposition for Making of REST positions Bsize as an innovative and technically advanced brand within the electronics market. By offering a behind-the-scenes look at the development of the REST wireless charger, the campaign communicates a message of transparency, reliability, and sophisticated engineering to a discerning Japanese audience. This strategic focus on the product development journey appeals to consumers who value authentic brand narratives and are curious about the craftsmanship behind modern devices, reinforcing Bsize’s reputation for precision, thoughtful design, and forward-thinking technology. Q: How does Making of REST rank in Clapboard's archive? A: Making of REST holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of technology advertising. Q: Who are the competitors in Bsize's category? A: In the electronics and technology sector, Bsize competes with several established brands. Sony is recognized for its global leadership in consumer electronics and entertainment technology, emphasizing innovation and premium design. Panasonic is known for reliability and a broad product range, focusing on sustainable and practical innovation. Sharp differentiates itself through pioneering display technology and user-friendly smart home appliances. Toshiba leverages its diversified portfolio and trusted quality, with a focus on integrated technology solutions. Fujitsu stands out in IT services and computing, blending hardware innovation with digital transformation and secure, efficient electronics for enterprise clients.