Title | COTO-TAMA |
Brand | NHK ENTERPRISES |
Product / Service | DIGITAL ART FESTIVAL TOKYO 2008 |
Category | A09. Broadcast Design and Graphics & Digital Design |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company: | HAKUHODO Tokyo, JAPAN |
Design/Advertising Agency: | HAKUHODO Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Tsubasa Oyagi | Hakuhodo Inc. | Creative Director/Copy Writer |
Seichi Ookura | Hakuhodo Inc. | Creative Director/Interactive Planner |
Koichi Kosugi | Hakuhodo Inc. | Art Director |
Shoko Aktagawa | Hakuhodo Inc. | Creative Producer |
Toru Suzuki | Pyramid Film Quadra Inc. | Producer |
You Kamihiro | Pyramid Film Quadra Inc. | Interactive Designer |
Hideyuki Aida | Pyramid Film Quadra Inc. | System Engineer |
Hajime Watanabe | Pyramid Film Quadra Inc. | Production Manager |
Our biggest challenge was how to communicate with young people that tend to block out traditional advertisement and gather information from social networking services and blogs. And at the same time, draw them into the world of digital art.
Draw tech-savy young people’s attention to digital art and have them come to Digital Art Festival Tokyo 2008.
We designed COTO-TAMA upon an old Japanese saying “words have souls.” COTO-TAMA is a code comprised of 50 syllables with individual looks and souls. We developed an interactive art widget around COTO-TAMA which allowed users to send and receive messages in COTO-TAMA form. This acted as a promotional tool for the event organizers and COTO-TAMA also became the key visual for festival.
COTO-TAMA widget was the no.1 downloaded widget in Adobe Air Gallery in just 20 days. By creating fans of COTO-TAMA, we succeeded in jacking our target’s desktops which created a new community of digital art fans. As a result, the number of people who went to Digital Art Festival Tokyo 2008 increased by 25% compared to the previous year.