| Title | MAGIC DISK |
| Brand | SONY MUSIC ENTERTAINMENT |
| Product / Service | ASIAN KUNG-FU GENERATION MUSIC BAND |
| Category | A03. Consumer Services |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Advertising/Web Design Agency: | DENTSU Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Hiroki Nakamura | DENTSU | Creative Director |
| Tsubasa Kayasuga | DENTSU | Art Director |
| Yasuhisa Nito | DENTSU | Copy Writer |
| Takahiro Miki | Director | |
| Soichi Kawakami | DENTSU | Agency Producer |
| Takayuki Moriya | ROBOT COMMUNICATIONS | Producer |
| Ikuo Nishii | ROBOT COMMUNICATIONS | Producer |
| Takeshi Yoshiwara | ROBOT COMMUNICATIONS | Producer |
| Ichitaro Masuda | Metaphor | Interactive Designer/Programmer/Flash Developer |
| Toshiyuki Nagashima | Metaphor | Interactive Designer/Programmer/Flash Developer |
| Takato Kanehara | Metaphor | Designer |
| Hiroki Nakamura | DENTSU | Technical Director |
| Metaphor | Production Company | |
| ROBOT COMMUNICATIONS INC. | Production Company | |
| Hiroshi Saguchi | DENTSU | Acount Exective |
Acquire a positive impression of a Japanese rock band "Asian Kang-fu Generation", and promote their new album "Magic Disk". The artist was deeply concerned about decreasing of Music CD Sales all over the world, because of lifestyle changes with harddisks and streaming. They wanted to raise sympathy about the situation and awareness about The power of Music. So their new album named "Magic Disk". Everyone has a favorite CD affected on one's life. We named it "Magic Disk", and created a social graph. In the website, people could save their magic disk, find "Magic disk friends", and share it. With tracing a guy who loves the same music, you may find the new recommended CD. We gathered 10-20s users with using newspaper, outdoor medias. The "magic-disked" messages are spread via twitter. Moreover, This CD has the Augmented Reality. We also created the music video as the instruction manual of AR. The buyer need to join the website to experience it. AR was used not as just an experience, but as leads to the website.