Cannes Lions
YOMIKO ADVERTISING, Tokyo / FUJI / 2014
Overview
Entries
Credits
Execution
The solution to the difficult task of creating a live-action version of Titan was a Japanese imaging technique called "TOKUSATSU". Craftsmen invest enormous amounts of time and effort to skilfully film actual objects, creating images full of impact. TOKUSATSU craftsmen use their special skills investing enormous time and effort to create these amazing films. Ultraman, Gamera, Godzilla… Monster movies were created by production craftsmen specializing in special effects. They were given the opportunity to take part in an experimental challenge through the creation of a TV commercial.
They succeeded in truly realistic expression without relying on expensive computer graphics.
Outcome
With a very small media budget, the commercial aired only one time, but resulted in 350,000 tweets in one day.
Went on to achieve 10 million views in one month.
Viewed in 225 countries and regions worldwide.
Appeared in over 10,000 domestic and international media outlets.
SUBARU achieved No.1 sales of SUVs.
Of all the live-action films on the market, “Attack on Titan”is the one people are looking forward to the most.
By taking on this difficult challenge of culture, people around the world have developed a deep affection for FORESTER, a brand that isn't afraid to take on challenges.
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