| Title | LIGHTSABERS |
| Brand | TWENTIETH CENTURY FOX HOME ENTERTAINMENT |
| Product / Service | STAR WARS BLU-RAY BOX |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | TUGBOAT Tokyo, JAPAN |
| Entrant Company: | TUGBOAT Tokyo, JAPAN |
| Advertising Agency: | TUGBOAT Tokyo, JAPAN |
| 2nd Advertising Agency: | EAST JAPAN MARKETING & COMMUNICATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yasumichi Oka | Tugboat | Creative Director |
| Seijo Kawaguchi | Tugboat | Art Director |
| Toshihiro Hyodo | Bridge | Designer |
| Hiroki Tosa | Bridge | Copywriter |
Targets shared in numerous local/international blogs, SNSs(Facebook 10,000+'like!') and twitter(4,000+). Became the best selling Blu-ray set ever sold in Japan on a launch week.
To maximize the noise, train jack was executed in Tokyo. Handrails of trains were made into lightsabers to provoke excitement of the film. There are 10 million+ commuters per day in greater Tokyo. It's the first time handrails were used for a promotion. 3 variation and 226 sabers per train.
Launch of new Star Wars 'The Complete Saga' Blu-ray set. The campaign needed to target broader fans, to give a shove in the back, as the core fans own everything Star wars including all the DVDs. To give fresh impact, the brief was to run a campaign in an approach that was never done before in Star wars history, very challenging task... This execution was part of media-mix campaign i.e. PR, prints, transits, in-stores and online.