Cannes Lions

DIGITAL GOLD FISH SCOOPING

TOHOKUSHINSHA FILM CORPORATION, Tokyo / SAMSUNG / 2017

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Overview

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Credits

Overview

Description

By implementing this DIGITAL GOLDFISH SCOOPING, consumers experienced submerging a smartphone in water, something that is ordinarily an absolute taboo. They were able to scoop goldfish with it, which was an entirely new experience. Along with experiencing the "smartphones are capable of this too!?" surprise, consumers also gained understanding of the waterproof function of the Galaxy S7 edge. Reality and virtual reality fused to create an immersive experience flooded with a realistic sensation.

Execution

Because the Galaxy S7 edge did not have a mechanism to detect when it was submerged in water, we were required to think of a mechanism that would detect when the device was in the water and when it was not, and attribute a trigger to the application.

We focused on the major change in the volume of sound acquired through the microphone when the device is submerged in water, using speakers to emit 19khz ultrasonic sound waves, which are almost inaudible to the human ear to the periphery of the water tank. The change in the sound reception at that frequency became the trigger that renders the content. When the device is not in the water, it is able to detect ultrasonic sound waves in large volume, and when it is placed in the water, that volume drops, becoming the trigger for a goldfish to appear on the screen.

If the device is pulled out of the water at the right time, the volume of ultrasonic waves suddenly increases, which renders a goldfish scooped up on the screen.

Outcome

In addition to the Japanese domestic Galaxy Studios in Tokyo, Osaka, Nagoya, and Fukuoka, where DIGITAL GOLDFISH SCOOPING took place, it was also exhibited in major cities overseas, such as London, Cannes, Beijing, and Singapore.

Furthermore, it was featured in a variety of media, including news programs and articles online.

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