Cannes Lions

GOOGLE CHROME

HAKUHODO, Tokyo / GOOGLE / 2012

Presentation Image
Film
Presentation Image

Overview

Entries

Credits

Overview

Description

In terms of Branded Entertainment in Japan, there are strict regulations on such advertising that is for multiple clients at the same time (in our case, Google and music software company Crypton), and had been an untouched territory. Instead of simply a popular animated character, our goal was to demonstrate that Hatsune Miku inspires creativity the Web, and lead to further acceleration of such activities.Therefore, our innovative strategy was to focus on the people-driven culture of a creative chain formed by countless people who are the grass roots creators of not-for-profit works surrounding the virtual singer Hatsune Miku, a music software made by Crypton.

Execution

A music video where you can enter a message and see it brought to life by dancers within the video. OK Go and Pilobolus dancers are filmed through a clear floor, making increasingly complex shapes, and eventually words.Different shots are rendered in different browser windows that move, re-size and re-align throughout the piece.

Original message cards and videos are generated, which users can share with the world.

Outcome

The outcome is the following: Media coverage in 40 countries. US$25m worth of free publicity. Distribution of the anthem to 216 countries. Number 1 on both iTunes overall chart and Amazon. 3.5m YouTube views of the symbolic film. On top of that, the film and anthem inspired a large body of fan-made derivative works, and received more than 10m total views.

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