Cannes Lions

HYPER NEBUTA PROJECT

DENTSU, Tokyo / INTEL / 2013

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Overview

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Credits

Overview

Description

The Nebuta, one of the three major festivals in Japan, is a traditional festival which has been ongoing for over 300 years in Aomori, Tohoku.

The festival is a seasonal tradition gathering more than 3 million participants every year. Humungous lanterns, posed as KABUKI actors, parade through the streets of Aomori after dark.

Aomori sufferd from the earthquake and tsunami in 2011, and since then, people pray over through NEBUTA to liven up the recovery and reconstraction.

'intel Ultrabook™' participated in the festival to serve as the driving force with their technological capabilities and spirit of innovation to change the once damaged Aomori to a new Aomori.

To create a hyper experience with people of Tohoku by uniting the tradition and heritage of Tohoku with the innovative technology of intel: The Nebuta Festival × Ultrabook™= Hyper Nebuta

Covered and illuminated with LED lights, Hyper Nebuta is controlled by just one Ultrabook™. The viewers are able to participate online. When they upload their face images, they are converted into portraits with KABUKI taste. Then the portraits are projected onto Nebuta one after the other. Messages posted by the viewers to cheer up the recovery, also appears on the body of Nebuta.

This project received a lot of media coverage as an innovative approach. In addition, during the live stream broadcasting, the users' excitement was even equal to that of the actual place.

Execution

July 25 - August 6 (*The Nebuta-face generator was available after the festival)

Coverd and illuminated with LED lights, Hyper Nebuta is contorolled by just one Ultrabook™. The viewers are able to participate online. When they upload their face images, they are converted into portraits with KABUKI taste. Then the portraits are projected onto Nebuta one after the other. Messages posted by the viewers to cheer up the recovery, also appears on the body of Nebuta.

Hyper Nebuta, a unification of heritage and technology of intel Ultrabook™ was welcomed by the people of Aomori who participated in the Nebuta Festival. It also gave energy to the entire country throug live streaming, and gave a powerful and innovative boost for the recovery of Tohoku.

Outcome

Hyper Nebuta, a unification of heritage and technology of intel Ultrabook™ was welcomed by the people of Aomori who participated in the Nebuta Festival. It aloso gave energy to the entire country throug live streaming, and gave a powerful and innovative boost for the recovery of Tohoku.

This project received a lot of media coverage as an innovative approach. In addition, during the live stream broadcasting, the users’ excitement was even equal to that of the actual place. The number of page views was more than twice as usual and live comments on the screen were even four times larger. And marked the beginning of new history for Hyper Aomori.

This attempt could be a de-facto standard for other Japanese festivals and even applicable to any other events throughout the world. Traditional events are no longer same as before with the mutual communication brought by innovative technology

69,220 stream view

89,356 comments by the stream users

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