Cannes Lions
HAKUHODO KYUSHU OFFICE, Fukuoka / SAGA PREFECTURAL TOURISM FEDERATION. / 2015
Overview
Entries
Credits
Description
The movie takes place in the beautiful mountains of suburban Saga in Japan, where a mysterious (and naked) girl with beautiful black hair sulks in a hot spring.
Suddenly, she has begun to tie hair together. The lady who thought we were sexy was a manly Japanese Samurai with topknot hair like a Sumo Wrestlers.
Viewer were tricked completely.
But a hot spring seems warm and the Samurai who was a lady until just now is enjoying a hot spring, too.
Execution
We didn't have to show it to the people compulsorily by television ,because we created a video with impact. They spread the video which is an interest actively. So we didn't pay money for media company and only uploaded the video in Youtube.
The media cost was $0.
Outcome
The web movie created both domestic and international astonishment,
being introduced in numerous media. The movie acquired over
1.42 million views on Youtube, from over 196 countries.
Number of downloads and call center access reached its annual goal in two months.
Publicity and advertisement value was estimated to be 2.5million US$.
The online film spread due to the surprise ending, generating social conversation; "Totally fooled,"
"They must have switched," "Even the guy was sexy," "Is the hair real?" "I knew all along,"
"Intriguing for a travel administration," and etc.
Similar Campaigns
6 items