Small and medium-sized enterprises are content creators that move hearts. [9]The Significance of Breaking Down Boundaries: Insights from SME Co-creation Projects
This series explores the appeal and potential of SMEs as content creators.
This time, we spoke with Yoshinori Esaki of "School of Passion," who runs employee-led events called "Factory Live Seminars" for SMEs, and director Kazunori Takahashi, head of Wap Film, who leads the "Future Shutter" movement—an interactive film involving local communities and businesses.
Hirohira Morimoto of Dentsu Inc., who applied his experience participating in both projects to his own planning and development, asked them about the key points of creating emotionally resonant content.
"Factory Live Seminar": A Problem-Solving Approach Unique to SMEs
Morimoto: I gained many insights from both of your projects. Furthermore, both Passion School and Wap Film are participating as collaborators in the " Company Anthem Contest " I launched, drawing on that experience. First, could you briefly explain your respective projects again?
Esaki: What I've been doing is the "Factory Live Seminar." In a nutshell, it's a "business seminar for SMEs held in a factory, using song as a medium." What people see is the scene of people singing songs, including the company anthem, inside a manufacturing factory. But actually, about eight months before the main event, we form a project team centered around young employees from the relevant company and hold monthly meetings. This process allows them to learn about their own company, and it's also significant that they can articulate important things when putting them into song.
Morimoto: The preparation process itself seems to solve problems, and it's a project that really leverages the agility of small and medium-sized companies.
Spin! Rotary (A Song of Support for Those Who Keep Printing)
※Includes footage from the factory live seminar
We'll make it happen! Rubber Shop Spirit, Daiwa Kako's Theme
※Includes footage from the factory live seminar
Esaki: I thought "Factory Live Seminars" were something only small and medium-sized enterprises could pull off. Manufacturing companies have traditionally found it difficult to invite clients to their facilities. With a "Factory Live Seminar," we can invite employees' families and clients alike.
Morimoto: When you say "We're doing a factory live event!", it shifts away from the core business context in a good way, making people think "What's that?"—so you can invite clients, financial institutions, and local community members. I can't wait for COVID to settle down so we can see the next live event.
"Future Shutter," Japan's longest-running film, emphasizes future-oriented dialogue
Morimoto: Could you tell us about "Future Shutter"?
Takahashi: "Future Shutter" is a film released in 2015. It pioneered the new genre of "interactive cinema," produced through collaboration between small and medium-sized enterprises and regional partners, with support from industry, government, academia, finance, and citizens. The story follows a young person struggling with modern society who begins to create a future by interacting with various people (real local leaders) centered around Ota Ward, Tokyo.
Set in Kamata—a hub of small factories and the birthplace of modern cinema—the film features actual local small-manufacturing business owners, artisans, shopping district merchants, and public bath operators as performers. We aim to contribute to regional revitalization by establishing a local brand through the collaborative work generated during the filmmaking process and by disseminating this work globally.
Movie "Future Shutter" Trailer
Morimoto: What exactly is a dialogue-type film?
Takahashi: This film encourages viewers to share their thoughts with filmmakers and others after watching, fostering a shift in consciousness that leads to action for the future. It's not just a dialogue-based film because discussions happen after the screening; it's a dialogue-based film because it sparks an urge to engage in conversation.
Morimoto: In 2019, you set the record for Japan's longest-running film!
Takahashi: Yes, achieving this record as one result of everyone's efforts is truly gratifying.
The common thread of not creating boundaries
Morimoto: Since experiencing these two projects personally, I was so impacted that it completely changed how I approach my own work. I think the common thread between them is "not creating boundaries." They truly become spaces where a diverse range of people gather. How do you interpret this aspect?
Esaki: I think setting aside labels like big, medium, small, industry, or job title, and just mixing together reveals things. Encountering values from fields different from your own makes you realize your own assumptions aren't universal, and suddenly what you have starts to shine. Asking people to mix in their daily lives out of the blue is unrealistic, so perhaps content like this serves as an entry point.
Takahashi: That's right. I think workshops like "Future Shutter" and "Factory Live Seminars" can be seen as stages for experiencing that state.
Deep empathy and immersion make you lose track of time
Morimoto: Furthermore, what I felt both projects shared was this quality of "making you lose track of time."
Future Shutter, including the film screening and workshop, lasts about 2-3 hours. The Factory Live Seminar runs nearly 4 hours, and participants hear around 20 songs they've likely never heard before... Just hearing that makes it sound like a pretty intense event (laughs). But actually, it's the complete opposite – no one gets bored. Everyone there empathizes, becomes completely absorbed (some even shed tears), and as a result, time just flies by.
How do you think this sense of fulfillment among participants comes about?
Esaki: I think it's the same as everyone going out for hamburgers together. At work, it's often structured like someone going to someone else's field, but when the president goes to a hamburger shop, he's just another guy. When you can empathize with values beyond organizations or positions, it creates a warm feeling and an atmosphere of wanting to support the people there. I believe "films" and "songs" play that hamburger-like role in creating that empathy.
Takahashi: We engage in film activities wishing for peace. I believe dialogue is the optimal solution for maintaining a peaceful state. In that sense, I feel the key is to build projects centered around "dialogue" – where we encounter diverse perspectives and respect each other. I think this is also why "Future Shutter" has gained so many strong fans and repeat viewers.
Morimoto: So it's crucial to offer that "hamburger-like experience" that takes people beyond their own fields, and to have that spirit of "dialogue." Recently, there was the final round of the Nikkei Company Song Contest, which also ran over three hours. From what I saw, there was a warm atmosphere where participants respected each other beyond organizational or positional boundaries. In that sense, the worldview might be getting closer to that of "Future Shutter" or the "Factory Live Seminar."
【Company Song Contest】🤣 Laughter and Tears at the Third Finals‼️ Missed it? Watch the Full Archive 📺
Esaki: For the Company Song Contest, we connected with the organizers, Nikkei Inc., and the sponsors, JOYSOUND and Cocopelli. Everyone was passionate and there was this atmosphere of mutual respect, which I think has really fueled the growth of the project. It's precisely because we've kept it going that this circle of connection keeps expanding.
Morimoto: There are things you just can't see unless you keep going, right?
Takahashi: Let's keep connecting and challenging ourselves together from here on out.
Morimoto: Absolutely. Thank you so much for today!
If you enjoyed this article, you might also like:
・The Potential of SME Content Seen in "Koma Wars," Creating Bonds Worldwide
・SME Content Bringing Smiles to Japan from Local Factories
・Why Did They Move from Large Corporations to SMEs?
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Author
Yoshinori Esaki
School of Passion
As a sales representative for both Japanese and foreign advertising agencies, I produced communication activities for various companies. After that, I became independent in 2004. Based in Osaka, I currently run consulting and seminar businesses aimed at creating as many companies and stores as possible that can properly convey their passionate aspirations by enhancing the brand power of small and medium-sized enterprises (SMEs). Simultaneously, I offer sales and production skills enhancement seminars for independent creators supporting SME branding. Incidentally, the "Factory Live Seminar"—a seminar activity supporting SMEs through song—has been held at 12 companies since 2011. I have produced 16 company anthems and theme songs.
Kazuyoshi Takahashi
NPO Wap Film
Born in Tokyo in 1966. After working in finance and consulting, transitioned to acting. Produced the film "Shōtengai no Hito" in 2010. Established the NPO Wap Film in 2011 and became its Chairman. Served as a Regional Revitalization Evangelist for the Cabinet Secretariat from 2012. Developed initiatives for regional creation and value re-creation, establishing the Screening Future Session methodology. In 2012, renovated a vacant house to establish the Kinema Future Center (originated in Ota Ward). In 2013, conceived the Region Film Fund, creating a circular regional economy system. In 2015, promoted the "Future Shutter" Network Project for the film he produced. Engaged in open innovation through Japanese films. A leading figure in interactive cinema. Conducts numerous film workshops, lectures, and writing activities.
Kōhei Morimoto
Dentsu Inc.
Focusing on solving management challenges through "content that moves the heart." Launched the "Company Song Contest" in 2016. Numerous initiatives leveraging unique connections with small and medium-sized business owners. Also responsible for project development centered around IP, major corporate purpose initiatives, and startup ventures. Former Koshien baseball player (Captain of Chiben Wakayama High School / Vice-Captain of Keio University).
