COTO-TAMA

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TitleCOTO-TAMA
BrandNHK ENTERPRISES
Product / ServiceDIGITAL ART FESTIVAL TOKYO 2008
CategoryA09. Broadcast Design and Graphics & Digital Design
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company:HAKUHODO Tokyo, JAPAN
Design/Advertising Agency:HAKUHODO Tokyo, JAPAN

Credits

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

Brief Explanation

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.

The Brief

Draw tech-savy young people’s attention to digital art and have them come to Digital Art Festival Tokyo 2008.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.