CREATOR HUNTER

TitleCREATOR HUNTER
BrandCAPCOM
Product / ServiceRECRUITING
CategoryB04. Business Equipment & Services
EntrantDENTSU KANSAI Osaka, JAPAN
Entrant Company:DENTSU KANSAI Osaka, JAPAN
DM/Advertising Agency:DENTSU KANSAI Osaka, JAPAN

Credits

Credits

Name Company Position
Yasuyuki Mishima Dentsu Kansai Copywriter
Mamoru Ichino Dentsu Kansai Art Director/Designer
Takeshi Kinugawa Koei Planning Producer
Kosuke Mori/Masaru Tokuda/Tomoko Ando Koei Planning Production Managers
Atsushi Kita First Brand Web Programmer
Yuichi Tokugawa First Brand Web Designer
Masahito Onishi Imagica West Corp Editor
Ryuichiro Motomura Designer

The Brief

In the video game industry, the challenge of game development has been growing every year due to an increasing number of high spec games. This means that developers are always fighting over the most talented game creators. Which brought about our mission. "Capcom must HUNT talented game creators."

Creative Execution

This device was possible for creators to sympathize, and effective to gather the creators who like games. For creators who are too busy to have a girlfriend, we used "Fake Girlfriend Trap" For OTAKU creators, "The 2D Girlfriend Trap" and "Real Girlfriend Trap". For sleepy creators who work too much: the "Comfortable Pillow Trap" or "Super Comfy Bed Trap". For hungry creators, the "Midnight Snack Trap" etc, etc, etc..

Describe the creative solution to the brief/objective.

We called on Capcom’s big hit game series called "Monster Hunter" for inspiration. The series sold over 8 million units in Japan. This is an action game designed to hunt monsters by using traps. Here is the hunting strategy. First we bring in the "Creator Hunter." Just like in the game, we invented traps that game creators would like, and set them in areas where many game developers gather. To further get the word out to more game creators, we showed the device in action on our careers site and on YouTube, as well as on posters.

Results

Needless to say, we've been catching the attention of creators. In fact, the number of creator candidates has increased ten fold over last year, and the number hired has increased 5 times. The game industry has taken notice too, and Creator Hunter has also become a big topic of bloggers. Of course, the image of Capcom has improved, too.