2022 Winners & Shortlists

LET THERE BE LIGHT

BrandENERGIZER
Product/ServiceENERGIZER PORTABLE LIGHTS
EntrantCHEIL WORLDWIDE Dubai, UNITED ARAB EMIRATES
CategoryDigital Publications
Idea Creation CHEIL WORLDWIDE Dubai, UNITED ARAB EMIRATES
Media Placement CHEIL WORLDWIDE Dubai, UNITED ARAB EMIRATES
Production STUDIO MELT Dubai, UNITED ARAB EMIRATES
Post Production CHEIL WORLDWIDE Dubai, UNITED ARAB EMIRATES
Additional Company ENERGIZER Dubai, UNITED ARAB EMIRATES

Cultural / Context information for the jury

There's an existential issue for Japan, which is surviving natural disasters. It's a constant threat that affects the Japanese's daily lives of being prepared in case disaster happens. The idea of always being at the ready is reinforced every year, in a "disaster preparedness month", especially for those who haven't experienced one before. Due a modest budget, we looked into Japanese pop-culture and the manga fandom as a medium to showcase our mission. By positioning our portable lights as tools to fight off the darkness in the Manga series, we placed Energizer as part of the preparedness drive. This was achieved through the adventures of Mr. Energizer and friends highlighting the different products and their features in various worst-case scenarios, which both educated and engaged masses all around. Through these adventures, we rewarded readers, who find easter eggs in each issue, with their own "Bousai" disaster preparedness kits.

Translation. Provide a full English translation of any text.

Energizer Japan Let there be light stories Character Recap Mr. Energizer A loyal friend, young at heart, problem solver, fun-loving, humorous Akira Nakamura Late 30s, scientist, Mr. Energizer’s best friend Hiroshi Tamasaki Akira’s senior, Head of Project X, 63 years old, eccentric Grandma Yamakawa Akira’s grandmother, 74 years old, great cook, storyteller Yuko Akira’s wife, dedicated mother and teacher Kaito Akira’s teenage son, 13 years old, has an interest in the arts Mei Akira’s teenage daughter, 15 years old, science genius Chapter 1 Darkness Falls PRODUCT: Showing the HDD 2AA Metal flashlight Since the beginning of time, the battle between light and dark has plagued mankind. One such story unfolded in Kyoto on a dark gloomy night. It was past sunset on an autumn night in October. Scientists at Kyoto university are in the midst of what they call Project X, researching scripts belonging to the Edo period and an artifact, a stone recovered from a meteor crash site thought to contain great power. Head scientist Hiroshi Tamasaki, notorious for being a bit eccentric, along with a team of physicists, archaeologists, engineers, a fellow scientist, Akira, and his friend, Mr. Energizer, had spent the past few weeks trying to understand how to unleash the artifact’s power. While conducting their research, they manage to tap into the core of the stone which unleashes an unexpected element, a force of darkness. The head scientist, Hiroshi Tamasaki, along with Akira and team try to avert the situation, but end up releasing the dark element within. What at first looks like a floating black shadow quickly begins to grow, expanding and quickly taking over the lab, absorbing the electricity and energy around it, causing a blackout. Mr. Energizer immediately pulls out his trusted flashlight. It brings back memories of all the countless times he and curious little Akira had used it growing up together… Flashback to 30 years ago… Little Akira and Mr. Energizer were inseparable… They would read together…(show Mr. E and Akira reading with Metal flashlight) They would imagine and create… (show Mr. E and Akira doing shadow theatre with Metal flashlight) They would go exploring in the rice fields… (show Mr. E and Akira outside in the fields) They did everything together… Back in the lab… Darkness is creeping, slowly consuming the light everywhere and growing bigger and bigger. Mr. Energizer stands in front of the team and keeps the dark element away with the light from his flashlight. Behind them the screens showing satellite images start to flash one by one, showing unstable activity on an island a few hours away from Kyoto. It’s the meteor crash site at Awaji Island. Hiroshi turns to the screens, his eyes grow wide in horror and he suddenly becomes hysterical. He starts to scream, flailing his arms, and runs away. The rest of them turn to look and scream out his name, “Dr. Hiroshi?! Where are you going? Dr. Hiroshi!”, but he’s disappeared. Mr. Energizer, Akira, and the team of scientists have to evacuate the lab before the darkness gets them. Mr. E: Let’s get out of here! Go, go, go, use the emergency exit and get out. Mr. Energizer moves forward with his flashlight and keeps the dark away while everyone behind him goes towards the nearest exit. Mr. Energizer keeps guard until they’re all out. He then makes his way out of the lab to find the city wrapped in a cloud of gloom, with the darkness slowly seeping out, and taking over the skies. As Mr. Energizer and Akira run to their car, and start screaming on the way to alert people around who seem confused by the blackout. Mr. E: USE THE LIGHT! A: USE THE LIGHT! Akira starts the engine and simultaneously dials his family at home on his mobile phone but the phone is low on battery and dies before they can connect. Akira turns to Mr. Energizer frustrated, but sees something strange… Mr. Energizer looks different… A: You…are…glowing… Mr. Energizer looks down at his hands surprised. Chapter 2 Lights Out PRODUCT: Showing the flashlights and LED Fusion 2-in-1 Lantern + Bousai bag products. Darkness continues to take over Kyoto. People are panicking, clueless and scared about what’s happening. The streets are congested as everyone is trying to drive home to their families. Suddenly the headlights of the cars on the highway burst one by one, shrouding the city in a slow and menacing state of darkness. Mr. Energizer and Akira see some people running for cover, and some peeping out of their homes, confused at the devastation and chaos that has overtaken their city. The dark element had spread across the city sky and seemed to be disintegrating, creating smaller dark elements. It was multiplying, there were more of them engulfing the city sky, destroying street lamps, and scaring people outdoors. The glow around Mr. Energizer was now a steady blue gleaming aura, and they realised the dark elements were coming nowhere near them even without their headlights or flashlight. A: What is happening to you… Mr. E: I don’t know, I feel strange… A: You remember the last time this happened… Flashback to 27 years ago… Mr. Energizer and little Akira are playing in a tent made of blankets when there’s a power cut and everything around them goes dark, except Mr. Energizer who’s glowing faintly. Both Akira and Mr. Energizer are in awe but then the lights come back on and Mr. Energizer is back to normal. What was making him glow? Akira thought back about other instances when he’d noticed this glow. And here now in the middle of all this chaos, his friend was glowing brighter than ever. On the road, they passed a few cars, and Mr. Energizer screamed… Mr. E: USE THE LIGHT! FIGHT THE DARK! People reached into their glove compartment to find their flashlight and shine it in the dark, which scares the monsters away and forces them to retreat. Word gets around and slowly flashlights shine across some homes, and streets glow with people using their flashlights to scare away these elements. Now they’re just a few miles away from home but suddenly the car begins to jerk… (a dark shadow/monster is seen on the underside of the engine, draining the battery) Mr. E: What’s happening… A: I…I don’t know… is it the engine? What could… …and then the car comes to a halt. Mr. E: Must be the battery… Mr. Energizer jumps out of the car and opens the hood of the car. He almost touches the battery but even before he can place his hands on the battery, an electric current from his fingertips strikes the battery and the car starts up. Mr. E (jumps back looking at his hands): WHOA! Did you see that…?! A (coming up next to him, shocked): What did you do? Mr. E (surprised): I don’t know… It just happened… A (wide eyed, excited): You…you have powers…? Wow! If I knew this before, I would’ve asked you to zap Hiroshi Sensei and bring him to his senses… They laugh it off and get back into the car to go home. As they near home, Akira notices that Mr. Energizer’s not glowing anymore. A: You’re not glowing anymore… Mr. E: I guess it was a one-time thing… Akira’s grandma and wife, Yuko, are waiting anxiously with their LED Fusion 2-in-1 Lantern by the door when they get home, while Akira’s kids have been worried trying to get hold of him on the phone. A: Is everyone ok? Grandma (comes towards him and smacks him on the head): What is the point of a mobile phone if you won’t use it… Why do you always make me worry like that? A: Sobo, I can explain…my phone died… Grandma (whips out a big old mobile phone that looks like a cordless phone): Mine never fails me! A: It’s bigger than your face, Sobo… Grandma whacks him one more time but he continues… A: Listen, something went wrong at the lab… Yuko: Is this why we’re having a blackout? A: Yes, I think we’ve unlocked some dark force, it’s consuming all our electricity, and growing stronger and stronger. Half the city is in darkness now. Mr. E: There’s only one way to stop it… We need to get to Awaji Island and find the remaining pieces… A: Remaining pieces? Mr. E: Remember at the lab when the satellite images were flashing red, that’s the site where the meteorite crashed years ago… Awaji Island… The remaining pieces of the meteorite need to be destroyed before they also get unbalanced and release dark forces. Grandma stands up resolute… Grandma: We’re coming with you. Ahhh…an adventure! Just like the old days! But first, (animatedly claps her hands) we must eat! I made some miso shiru and… She turns to go back in but Akira stops her… A: No time for a meal now, Sobo. We have to get going. Take what you need and pack some food for the road… They all get ready to leave when Yuko, Akira’s wife, says to their daughter, Mei... Yuko: Get the bousai bags! Mei lifts the tatami and her brother, Kaito, helps her pulls out the bousai bags. Mr. Energizer walks over and checks the bousai bags. Mr. E: We’ll have to take a detour through the Sagano forest. The bamboo trees will protect us from the dark. We can use the lanterns to see across the distance and the headlamps will come in handy when we have to be hands-free. These batteries will keep our flashlights going, and there’s a first-aid kit, duct tape, masks... (Mr. Energizer starts taking out these things…) Kaito adds in, checking the other bousai bags. Kaito: And towels, toilet rolls, a whistle each, and a guard poncho each too. Akira: Ok good, we have to leave now, and we’ll have to get there on foot to go unnoticed. Mr. E (smirking): And you know what else we need… Grandma (cuts him): Battery packs… You think you’re the only smart one here… Everyone laughs as they set out on their journey. In the distance, a looming presence forms a shadow behind them. Chapter 3 The Quest PRODUCT: Showing the 360 Lanterns, USB Lanterns, Compact Sports Headlight and Vision Hand Light. (Note: We could introduce all the products here, so each of the family members can be shown with a product each on the way to the forest) As the family make their way to the forest with their lights on, suddenly out of nowhere through streaks of light, a dark form, the one that had been following them all along, cuts into their path from the dark and stops them in their tracks, startling them. In the next second, with all of them facing in front with their lights on, another dark monster appears from behind them and grabs Kaito, who was looking in front with his Compact Sports Headlight, and makes away with him. Kaito yells for help and they all look on in shock, and start running after him, shining their lights at the monster as hard as they can. Mr. Energizer leads, lunging into action, but suddenly something propels him faster and his glow comes back on, at first faintly but then it becomes brighter, and suddenly his light emits so brightly that it begins to penetrate the external form of the monster, slowing it down. Mr. E (instinctively yells): LIGHTS ON! Mr. Energizer runs towards the monster with his Vision Hand Light, but before he knows it, his glow has already acted on the monster, shining through it. The monster lets out a scream and disintegrates into dust. Kaito is released from its grip and Mr. Energizer comes to a screeching halt, catching Kaito as he falls. Kaito is ok but a little shook, he looks ahead and sees danger ahead. Kaito: LOOK OUT! The first monster that had approached them earlier is coming for them again. Mr. Energizer turns just in time and grabs his Vision Hand Light along with Akira’s HDD 2AA Metal Flash Light to shine them at the monster, but in his hands, the flashlights instantly grow into brighter beams of light, almost like light swords. With one swift move, he lunges forward, and shines his light through the middle of the monster, and then with another blow of his hand, he makes another swish across the monster. And it screams just like the other one did, and turns to dust. Gone. Akira and Mr. Energizer look at each other in shock. Grandma, Yuko and Mei rush to Kaito’s side, followed by Akira and Mr. Energizer. Yuko: Kaito! Are you ok? Mei: Quick, set the lanterns around, we need 360-degree protection! (show close up of the product) They set the 360 Lanterns around them as they check on Kaito. A (trying to understand): How did you… So you have the power to light up and fight the dark…? (Helps Kaito up with Mei) Mr. E (smirks): I guess I didn’t know I had it in me. They all start laughing. Then as they get ready to continue their journey again, they quickly look around to make sure the coast is clear. Akira continues to reason with Mr. Energizer as they walk on. They can’t believe what they’ve just seen. Kaito and Mei enthusiastically begin to question Mr. Energizer. Kaito (admiringly): You saved me!… Thank you, Mr. Energizer… but how did you do that? Mr. E (trying to act cool): Well, I’ve always been a hero, you know the number of times I’ve saved your dad from... (Mei cuts him) Mei (shining the Vision Hand Light): You said “Lights on!” and suddenly you started to glow… Kaito (chimes in): Lights on! Monsters gone! A: I think you’ve always had it, but now your power’s really beginning to show… Mr. E: I guess you can say I’m charged up! Everyone laughs as they keep walking and finally reach a clearing in the Sagano forest. A: We should be safe here for now. Let’s set up the tent here. (smirks) We all need to recharge. As Akira is pitching the tent, Mei directs Kaito to set up the lanterns for cover around the campsite. Mei: Quick, set the lanterns around, they will give us 360-degree protection! (Focus on 360 lantern here, showing how it radiates a circle of protection, emitting continuous ripples of light in all directions) Mr. Energizer helps Grandma and Yuko set up for dinner. Just as they settle down to eat, they hear a faint rustling among the trees in the distance. The six of them freeze. The rustling noise in the distance grew closer and closer… A: You hear that? Mr. Energizer gestures to tell him to keep quiet. Mr. E: Shhh… They try to identify where the sounds are coming from. Footsteps… They can now hear footsteps approaching them from the distance. They look ahead in the direction of the sound, Mr. Energizer stands upright starting to glow again, ready to face off with his Vision Hand Light. Akira grabs his Metal Flash Light, while Kaito grabs his Compact Sports Headlight, Mei focuses with her Vision Ultra Headlamp, Yuko grabs a 360 Lantern and Grandma grabs a USB Lantern. They shoot their lights in the direction of the sound. Suddenly, someone jumps out. Chapter 4 In the Woods PRODUCT: Showing the 360/USB Lanterns, Vision Hand Light and Compact Sports Headlight Mr. Energizer and family stand wary as they hear a sound and someone jumps out from the trees unexpectedly. They all have a shocked look on their faces. Akira’s boss, Dr. Hiroshi, from the lab emerges, looking disheveled and salivating, drawn to the smells of Grandma’s delicious food. Hiroshi (with a big smile): MMM… FOOOODDDD! A: Sensei??? Hiroshi (pauses and turns to see Akira and Mr. E): Akira! Mr. Energizer! What are the odds of finding you here in the middle of a forest, at this hour? Hahaha! And is it just me or are you glowing, Mr. Energizer…(he rubs his eyes) A: I can explain that but first tell us, where did you run off to… We were worried… Hiroshi (Looks as if he’s smelling something, gets distracted when he sees the food): I was lost but I followed my nose and…(spots the food) FOOODDD! (sees Grandma) Yamakawa-san! It’s been so long I haven’t eaten your food! Hiroshi (starts to help himself to the food, stuffing himself as he mumbles a photonic equation): λ = 6.626×10−34×3×108 / 350×10−10 A: Sensei…What are you mumbling… Mr. E (mumbles): Want me to zap him? (Akira exchanges a funny look with Mr. Energizer) Hiroshi: It’s the solution, the formula that we need to create an energy force strong enough to fight the dark forces. The stones, you remember the other stones on Awaji Island, they need to be destroyed! Mr. Energizer smirks and gets up to grab a flashlight. SSSSSSSSZZZZZZIIIIIOOOOONNNN! The flashlight’s rays become a sharp sword-like beam. Hiroshi (stops eating, drops his jaw, chopsticks fall from his hands): WAOOWWW! Mr. E (smirks): See… No formula or anything! Hiroshi: I was trying to figure it out all this while on my way to the island, I walked and walked and walked, (he stands up) and then I get lost here. (dramatically) And then you come along with this…with this POWER! (he then sits down again in disbelief) What’re we waiting for… I’m sure you also have the power to guide us out of this forest then… (he reaches for more food) Grandma (slaps his hand away): Hiroshi! Be good, leave some food for the kids! Hiroshi (pouts): Yamakawa-san, you never cook enough! They all laugh and continue to eat. After dinner, the family members go into the tent to catch up on sleep. Mr. Energizer decides to recharge too, climbing up one of the tree branches and hanging upside down, he liked to relax like that sometimes. Akira along with Hiroshi, who’s still eating, sit around the 360 Lantern in the centre of the camp to discuss their next course of action. Suddenly, they feel a vibration and look up, the wind’s blowing the bamboo branches opening up to the skies above them. Mr. Energizer senses something wrong, he begins to glow again and opens his eyes. He jumps down from the branches on to the ground, landing on his feet and grabs the flashlights, pointing it to the sky even before Akira and Hiroshi can react. Mr. E: LIGHTS ON! Akira grabs a flashlight from the side, while Hiroshi hunches with his eyes widened, his bowl of food still in hand. A horde of dark monsters come floating from above, right towards them. The beam of light from Mr. Energizer’s Vision Hand Light keeps them at bay, but it doesn’t seem to budge. Some of the monsters were smaller, while there was one that was darker and bigger than the rest. Mei, Kaito, Grandma and Yuko are awakened by the commotion. They grab their headlamps, flashlights and 360 Lanterns, and come closer to Mr. Energizer, shooting the light in the direction of the monster. In the glow of Mr. Energizer’s aura, the lights from their USB and 360 Lanterns begin to pulse, and the Vision Hand Light and Metal Flash Light turns into rays of light that look like light swords, while Hiroshi watches on wide-eyed, stuffing his face with food. Grandma (smacks him on the head): Hiroshi, a little help would be great! Hiroshi turns and sees the Vision Ultra Headlamp on the ground (close up of the product). Hiroshi (picks it up and wears it on his head): So what’s special about this one? The light turns on and a sharp ray of light like a stun gun freezes one of the monsters allowing Kaito to destroy it. Hiroshi: Oh interesting… (He continues eating, one drumstick in each hand, as he stuns more fast-moving monsters from the sidelines.) Hiroshi: Wahaha… See? I’m helping… Grandma shakes her head as she holds the 360 lantern and pushes forward with the rest. Now the monsters seem to get pushed back little by little. Eventually they let out a screech, and combine together and retreat. Mei: They’re getting away! Mr. E (confidently): We’ll get it next time! (flexing his muscles) I’m only getting started! Hiroshi (dramatically with one finger in the air): So am I. It takes years of experience to do what I do… Grandma (sarcastically): And to get lost in a forest… They laugh while Hiroshi pouts. A: Ok we shouldn’t lose anymore time, let’s get on our way to the island… They start to pack up and move. The trees above them are swaying in the wind again… Somewhere not far behind, keeping a close eye on them, the monster from before waits for its time… Chapter 5 Uncharted Waters PRODUCT: Showing the Tactical Light, 360 Lanterns, Spot and Area Light, Vision Hand Light and Compact Sports Headlight/Vision Ultra Headlamp + Bousai bag products. The group had been walking for hours when they finally see the sea in the distance. They start marching up to the coast and found an abandoned boat. They get on it, and realise it has a steam engine and that it’s defunct. Mei, Kaito and Akira set about repairing it using their USB lanterns, setting it to high mode, and Mei with her Vision Ultra Headlamp reached in to make repairs, while the rest of them stand guard keeping their lanterns, hand lights and headlights on to fend off any dark forces. They use the duct tape from the bousai bags to hold one of the levers of the engine together. Now they’re all set but the waves ahead look dangerous… A: Looks like we’re in for some rough seas… Hiroshi Sensei, wish you hadn’t eaten all that food… They laugh and set sail with caution. A few monsters seem to be spreading across the sea but avoid them, as they light up the boat and shine their lights onto the seas and skies ahead. As they continue on, a bigger entity seems to be looming on the horizon. The one following them from before has become darker and bigger. A: That looks like a big one. What’re we going to do… Mr. E: We’ll go straight through it… Mr. Energizer reaches for his backpack, and pulls out the Spot and Area Light, and sets it up on its tripod, facing the entity ahead. Kaito and Mei set up the 360 Lanterns. Kaito: What does it do? Mr. E: Once we strike the monster, the Spot and Area Light will slow down its regeneration. (show close up of the product) Mr. Energizer turns it on and what he sees surprises him. Unlike the rest of the dark elements they’ve seen, this one didn’t seem to have eyes but instead had strange tentacle-like arms that went out towards the sky. But all of them had eyes so far, Akira thought. He looks closely and can’t believe what he sees... A: This one’s under water… The instant they spot the underwater monster, its tentacles swipe across the boat in a quick motion, grabbing hold of Akira. In a split second, Mr. Energizer now glowing bright, grabs his Vision Hand Light turning it into a strong beam and swings it, cutting Akira loose. He swings the sword one more time to try and destroy it, but the tentacle is too fast and only disintegrates for a second and retreats, but just before it goes back into sea, they see the tentacle grow back again. Everyone checks if Akira is ok. Hiroshi (wipes sweat away): Woooo...this one’s more powerful! Mei, Kaito and Yuko come out with more of the 360 lanterns and form a light barrier. Hiroshi holds on to a Metal Flash Light, getting ready for the next attack, turning in all directions, while Grandma watches him shaking her head, and pokes him. Grandma: You’ll need more than that, genius. (and hands him a 360 Lantern) They see a wave break in front of them. The monster is back. It rises above the water, and they see it’s taking shape like a kraken, unfolding its tentacles. It swipes its tentacles again but misses them. They all try to swing at it with their lanterns, but it moves too fast. They manage to slice through but the tentacles just seem to waver for a second and quickly retreat. A: We need to aim for the eyes! It should slow it down and immobilise it. Mr. E: Then we must lure it closer… A: Everyone in the cabin now! They all start walking back cautiously and huddle into the cabin, turning off their lanterns. A: Now we wait… Just as they expected, the monster wraps its tentacles and grabs the boat. They all start swaying but try to stay steady and keep quiet. The tentacles pick them up and the monster brings the boat up to look at it closely, but just when they’re at eye-level, Mr. Energizer gives the signal... Mr. E: LIGHTS ON! Akira is positioned holding the Spot and Area light, he shines the light into its eyes which slows it down momentarily, its tentacles seem as if in slow motion. Then just as its tentacles are away, and its eyes are wide open, everyone turns on their lanterns which begins to pulse strong light beams, with Mr. Energizer glowing bright, intensifying the beams of lights from their lanterns into the monster’s eyes, until the monster finally screeches and disintegrates with a loud sound. PPPSHSSSHHHHHHH! The boat drops to the sea, and they all start cheering. Hiroshi breaks into a dance. Just as he’s dancing, there’s a big explosion underwater from the impact of the monster being destroyed. This explosion creates one big monstrous wave, carrying the boat up. Hiroshi falls on his face and tumbles hysterically. Mr. E and Akira scream to “hang on”. They all hang on to the boat but Hiroshi keeps tumbling around and getting smacked around the boat, as they get swooshed away… Chapter 6 All for One PRODUCT: Showing the Vision Hand Light, HDD 2AA Metal flashlight, and Compact Sports Headlight/Vision Ultra Headlamp + Bousai bag products. The boat is mid-air, and everyone’s hanging on. They seem to be thrashed by waves for a few minutes before it starts to die down and they land back on steady waters. They finally let go and look up to see they’ve landed near the island, now they’re just a few feet away from it. They made it. As they approach the shore, they see some people gathered, locals of the island who had witnessed the epic battle and came rushing over to the boat with their lights to help. They get off the boat, and Mr. Energizer and Akira tell them what’s happening. A: We’re on the hunt for some stones, several black pieces of meteorite that landed here years ago, they need to be destroyed… Mr. E: One of the stones released dark forces in Kyoto, and now there’s no electricity, and the entire city is in the dark. We need to find these stones and destroy them before they become unbalanced, and release the remaining dark forces. The fishermen all share where they think they might’ve seen these stones and start to guide them. Mr. Energizer takes Kaito and Mei along, while Akira, Hiroshi, Yuko and Grandma go the other way, turning on their headlamps, flashlights, lanterns, and Spot and Area Lights, guided by the locals in different directions. It doesn’t take long to find the first one. Mr. Energizer with Kaito and Hiroshi sees it and immediately takes out his Vision Hand Light and slicing the stone in half, shattering it into a million tiny pieces of light that vanishes into the air. Akira on the other side has also found a stone and destroyed it with his Metal Flash Light. One by one, they get all of them. Just as they think the worst is over and are turning around, a big monster emerges. The stones haven’t disintegrated, but their particles are instead coming together to form a bigger monster, one shaped like a puppet. (Note: Awaji Island in Japan’s Seto Inland Sea is known for traditional puppet theater) Some of the people around get scared and start scattering in different directions. The monster was massive, with big, menacing eyes and a head big enough to block the skies above them. Mr. Energizer’s glow comes back on immediately. This time it’s a bigger danger and he knows it. He wields his Vision Hand Light, which immediately becomes a sword of light and then immediately turns into an even stronger photon blade. He turns on his Vision Ultra Headlamp as well. Mr. Energizer screams… Mr. E: LIGHTS ON!!! Akira, Hiroshi, and the rest also turn on their headlamps, flashlights and lanterns, but this time Mr. Energizer’s glow is so strong it sparks their lights and makes their rays even stronger than before. A: This one’s not going to be easy. We’ll have to take it down step by step in formation. Those with Vision Hand Lights will attack first so we can attempt to bring it down a level, take your turn and then step back for those with the 360 Lanterns which will pulse light into it, damaging its core as much as possible, and then we’ll move in with Vision Ultra Headlamps which will stun it further with focused rays of light, and last, those with Spot and Area Lights will go in to slow down its regeneration, so the Flash Lights have a chance to strike it again. Keep going until it disintegrates completely. All clear? A collective “YEAH” resounds. They face the puppet monster which is moving closer. Mr. Energizer leads the first formation, charging towards the puppet monster with their photon blades. They swoosh across the monster and it is shaken a bit. The second formation goes in with the Lanterns and makes its base weak. The third formation with the Vision Ultra Headlamps go in and freeze it, and the fourth formation with the Spot and Area Lights immobilise it and slow its regeneration process, so the first formation can get through it again. After his second strike, Mr. Energizer takes a step back to think… What if they tire out before they can destroy the monster… He closes his eyes for a second and he naturally starts to glow brighter… He opens his eyes feeling strange. He’s watching as everyone tries to destroy the monster in vain, but suddenly he starts to feel an even stronger vibration within him, his glow is becoming a sharp blue beam and it’s glowing brighter than before. Now even the ray of light from his Vision Ultra Headlamp has turned into a sharp laser beam. He knows what to do. Mr. E (loudly): LIGHTS ON! MONSTERS GONE! Immediately his glow expands, reaching out to everyone’s lights. The people are shocked as all their lights become stronger and brighter. They stop for a second but then raise their voices in unison… EVERYONE: LIGHTS ON! MONSTERS GONE! And then one by one, they all unitedly proceed to destroy the monster part by part in formations with each of their light devices. They continue this formation in precision style, breaking it down until it comes to ground level when Mr. Energizer makes one quick move, swishing his photon blade across the monster with the laser beam from his headlamp set straight into its eyes, stunning it and causing it to disintegrate in a matter of seconds. They destroyed it! Hiroshi (exclaims): So that’s the formula huh… Lights on, monsters gone?! They all cheer and repeat after him laughing! Just then one of the locals comes running towards them, someone who looks like they’ve come from out of town… LOCAL 1: Did you hear? We just got radio signals that Kyoto is in danger… Mr. Energizer and Akira look at each other. This is not over yet. A: Let’s give Kyoto back its lights, what do you say? Everyone (cheering and charging forward): Kyoto, here we come! Chapter 7 Let there be light PRODUCT: Showing all the products – the 360 Lantern/USB Lantern/LED Fusion 2- in-1 Lantern, Vision Hand Light/HDD Flash Light and Compact Sports Headlight/Vision Ultra Headlamp, Spot and Area Light, Dustproof headlights. With the help of the people from Awaji Island, the family returns to Kyoto. The city is shrouded in darkness, although the monsters are nowhere in sight. The main power grid has been drained and people are relying on batteries and generators for power. A: We need more lights, we will need everyone from the city to bring the lights back. Grandma: Leave it to me! Grandma pulls out her phone and starts writing out a post on her social media account. Kaito takes a closer look. Kaito: You have a social media account?? And 100k+ followers? Everyone looks surprised and together exclaims: What! Grandma (playfully laughs): Just wait till we get the word out. (she types out a message and posts) Kaito, Mei, Yuko and Hiroshi do the same, calling and texting everyone they know, and posting on social media channels to spread the word. The messages are getting through, people are responding. They start to see glimmers of light streaks shining from windows and people coming out with their flashlights, the city is beginning to light up slowly. A flicker of hope. Akira urges Yuko, Grandma and the kids to go home, as he along with Mr. Energizer and Hiroshi decide to go back to the lab where it all started. Mr. Energizer, Akira and Hiroshi make their way back to the lab. Hiroshi believes there may be a way for Mr. Energizer to contain the stone with his powers. Back in the lab, Mr. Energizer realises what he needs to do. The stone lies there vibrating and emitting dark radiations. He turns to Akira and Hiroshi, and explains… Mr. E: Stand back, I’m going to focus all my power on it, and anything can happen, so take cover… A: But… Mr. E (goes on): Your flashlights won’t be enough, it’s gotten much worse and bigger than we thought… Akira, trust me… (looks at Hiroshi) Hiroshi Sensei, please take care of him… Hiroshi wraps an arm around Akira and pulls him back, as Mr. Energizer braces himself, glowing again. Mr. E (looking determined): LIGHTS ON! His Vision Hand Light turns into a photon blade. He wields it but the stone, now vibrating even more, cuts his blade in half. He tries again, and now his blade has disintegrated. He now uses his hands that are sparking, powerful electric currents that seem to shave bits off the stone. He puts his hands around it, and his glow gets brighter, so bright it blinds Akira and Hiroshi. Mr. E (exclaims): Let there be light! His voice resounds across Kyoto, and as if lightning had struck, a million lights flashed at once, lighting up the city. Mr. Energizer now looks brighter than ever and is smiling confidently. Mr. E: Hiroshi Sensei, now you know the formula… Akira can’t believe what he’s seeing. His friend, Mr. Energizer is almost levitating with the force. Mr. E (looking at Akira, smiling): Don’t worry, Akira. I’ll be back! Suddenly, with a bright, blinding flash, Mr. Energizer along with the stone turns into a blinding light beam and vanishes (as if sucked into a black hole). The lights come back on in the lab. Akira and Hiroshi run to the windows and see the entire city has been restored, and people everywhere are celebrating. Mr. Energizer saved the city, but for Akira, it came at a cost. He had lost his childhood friend. Akira thinks to himself and thanks Mr. Energizer quietly in his thoughts. Two weeks later… Life in Kyoto has resumed back to normal. The city celebrates Mr. Energizer’s contributions in saving their city, he’s their hero. Akira misses him but hangs on to his friend’s last words in hope. One morning, he decides to walk to work and just as he’s turning a corner, a group of kids run past him yelling “Light on. Monsters gone.” He turns around to look at them and then turns back to see a huge poster. His eyes widen. The poster says… “Let there be light – Lights on. Monsters gone.” (Energizer Bousai kit promotion POP). Akira (whispers quietly with a smile): He will be back. The End

Credits

Name Company Role
Ramzi Ibrahim Cheil MEA Creative Director
Baher Raouf Cheil Dubai Associate Creative Director
James Tan Cheil Dubai Associate Creative Director
Irene Lily Philip Cheil Dubai Copywriter
Adeline Chew Cheil Dubai Account Director
Agnes Tan Cheil Dubai Account Manager
Rikn Ong Cheil Dubai Account Manager
Ridhesh Sharma Energizer Middle East & Africa Ltd Senior Manager
Vinayak Malik Energizer Middle East & Africa Ltd Brand Manager
Yun Seo Kim Cheil Dubai Group Director
Woo Hyun Park Cheil Dubai Group Director
Santosh Singh Cheil Dubai Creative Services Manager
Jagal Gopinath Cheil Dubai Associate Creative Director
Noura Atoui Cheil Dubai Designer
Sajeesh Kumar Cheil Dubai Designer
Stefania Luque Diaz Cheil Dubai Motion Designer
Mark Robin Pinga Cheil Dubai Motion Designer
Mohammed Sala Veeran Cheil Dubai Motion Designer
Nimmy Bastian Cheil Dubai Developer
Angelica Santiago Cheil Dubai Developer
Ibrahim Barakat Studio Melt Producer
Nicolas Castell Studio Melt Illustrator
Chiba Kotaro Studio Melt Illustrator
Coke Navarro Studio Melt Illustrator
Antonio Vilchez Studio Melt Illustrator
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