Title | MAGIC BOX |
Brand | SUNTORY |
Product / Service | MOUNTAIN DEW |
Category | A09. Environmental Design |
Entrant | TOKYU AGENCY Tokyo, JAPAN |
Entrant Company: | TOKYU AGENCY Tokyo, JAPAN |
Design/Advertising Agency: | TOKYU AGENCY Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Tetsushi Kawachi | Tokyu Agency Tokyo | Creative Director |
Tetsushi Kawachi | Tokyu Agency Tokyo | Planner |
Tetsushi Kawachi | Tokyu Agency Tokyo | Art Director |
Hideaki Morohashi | Tokyu Agency Tokyo | Planner |
Hironori Onoe | Ciraf | Producer |
Takeshi Nishizawa | Rainbow Japan | Web Director |
Takashi Saiki | Rainbow Japan | Designer |
Misaki Nakamura | Rainbow Japan | Designer |
Toshikatu Kosuka | Rainbow Japan | Designer |
Satoshi Mori | Easeback | Director |
Daichi Yasuda | Vuno | Animator |
Naoya Sanuki | Oddjob | Animator |
Tofubeats | Music | |
Akeem | Coordinator | |
Shingostar | Oddjob | Producer |
Yohey Kondo | Oddjob | Production Manager |
There are many skaters in Japan. However, only a few can do an "ollie" well. How can Mountain Dew uplift the rest of the people? * "Ollie" is the first trick that comes to our mind when we think about skateboards. It is the technique to jump high while riding a skateboard. "Ollie" is the most popular technique, but it's the most difficult one. When you can do it, it will certainly uplift you.
Mountain Dew has supported uplifting young people around the world who enjoy skateboarding. In Japan,Mountain Dew had just launched,so we need to make lovers of Mountain Dew. It's skaters.
We've created a device to solve it. It's called the "MAGIC BOX". It was on exhibit at Harajuku where many skaters visit frequently. People who can not do an "ollie", can just pose in the air as doing an ”ollie” on this device, and it will make them look as if they are actually doing an "ollie". We took pictures of people doing an "ollie", and had a graffiti artists, who is popular among the skaters, create original art on those picture. We printed this poster on spot and gave it to the skaters and uploaded it on facebook simultaneously.
A lot of skaters who couldn't do an ollie could now do an ollie, and they were uplifted. The poster are on display in skate shop, their own room, etc. And this joy of doing an ollie was shared immediately on the Facebook, blogs, and other social media by skaters.