WISHES COME TO LIFE

Spike
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TitleWISHES COME TO LIFE
ClientNHK ENTERPRISES
Product / ServiceDIGITAL ART FESTIVAL TOKYO 2008
CategoryB05. Best use of Ambient Advertising: Stunts & Live Advertising
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company:HAKUHODO Tokyo, JAPAN
Advertising Agency:HAKUHODO Tokyo, JAPAN

Credits

Creative DirectorTsubasa Oyagi/Seiichi Okura
CopywriterTsubasa Oyagi/Seiichi Okura
ProducerShoko Akutagawa
Art DirectorKoichi Kosugi

Execution

We developed a system where you can transform cellphone messages into COTO-TAMA, fifty syllables with individual souls (a code that we developed, based upon an old Japanese saying which translates as "words of souls"). These were then sent to the outdoor vision. With this system, we executed an event where participants called in their wishes to complete the project. Ten thousand people attended this event during three days. Numerous shining COTO-TAMA were transmitted to the outdoor vision, and participants’ wishes lit up the stadium, and so we succeeded in creating an unforgettable digital art experience for them. At the end of the the days, the number of people who went to Digital Art Festival Tokyo 2008 increased by 25%, compared to the previous year.