Cannes Lions

GAME CHRONICLE

ENJIN TOKYO, Tokyo / ALL NIPPON AIRWAYS / 2023

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Overview

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Credits

OVERVIEW

Background

In the 1980s, many video games were created during the boom years of Nintendo Entertainment System (Family Computer in Japan). Since then, both hardware and software have continued their dramatic technological evolution. Now the game industry is still expanding and transforming as new systems emerge with online games and eSports.

Until recently, however, there was little recorded game history to systematically capture 40 years of video game evolution starting in the 1980s — so this story remained a mystery. Why did games spread around the world despite language and cultural barriers? Why did such culture and content emerge from Japan? And what is the essential fun of games?

Once considered child’s play, video games are now becoming a global culture that attracts all generations around the world. GAME CHRONICLE seeks to explore the essence of this appeal and share the undiscovered story of game development.

Idea

GAME CHRONICLE web content introduces video game culture “born” in Japan and spread worldwide. Website design presents an action-adventure game that shows game history from the 1980s to the 2010s, covering 100 topics, and allows visitors to collect “reward items” by controlling the hero character. This online game site lets visitors learn game history through play.

Game graphics for the 1980s, 1990s, 2000s, and 2010s are based on 8-bit, 16-bit, 32-bit, and full 3DCG data, respectively. Thus, site visitors can experience the technological evolution of game graphics and the progress of music development while advancing through each game era.

Eleven game legends “testify” about the history of video games. These notable experts — including developers of Nintendo Entertainment System and PlayStation and creators of Space Invaders and Super Smash Bros. — appear in special movie interviews that reveal why games win fans all over the world.

Strategy

All Nippon Airways (ANA) is Japan’s largest international airline network, connecting people and cultures worldwide. In addition, ANA’s brand tagline is the “Inspiration of JAPAN”, and our brand treasures people’s understanding and respect for unique cultures born in Japan.

There are games with more than 200 million users in the world. Moreover, the number of smartphone and online game players has been increasing year by year, and the scale of these markets is expanding.

By introducing game users to the unknown attractions of game culture created and developed in Japan, we aim to provide opportunities to people who may be interested in Japanese cultures, and consequently, connect them with the ANA brand.

Outcome

Immediately after site launch, more than 860 news articles were published in 60 countries around the world, with enthusiastic headlines: “Amazing costars — Nintendo’s Mario and PlayStation characters!” As major game media issued feature articles and game creators and influencers shared the news, this website gained instant popularity among gamers.

Within a week of launch, GAME CHRONICLE achieved 16 million impressions, primarily among social media, and more than 1,700,000 people from 110 countries have experienced the game (website). In addition, the game has been introduced through game-playing movies produced by YouTubers and VTubers, and these movies have led to secondary spread of GAME CHRONICLE recognition.

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