The Campaign

he objective of Google and Crypton was to increase the number of creators on the Web. Virtual singer “Hatsune Miku,” by Crypton, is a software that sings whatever melodies and lyrics that are input. Around Miku, there is an unique people-driven culture---someone writes a song, then someone else draws an illustration from that, inspiring another person to make a 3D animation, and so on---forming a creative chain. The TV commercial itself was made by casting actual creators who are behind Hatsune Miku, produced within the creative chain of the music software, received the permission from all online videos inspired by the virtual singer. The promotion of this creative chain led to the future possibilities of creativity on the Web, activating more people to participate in creativity on the Web.

The Brief

The Goal of this project was to increase the number of creators on the Web.

Results

The promotion of Hatsune Miku and the further expansion of the creative chain on the Web led to media coverage in 40 countries, US$25 million worth of free publicity, distribution of the anthem to 216 countries, number 1 on both iTunes overall chart and Amazon, and 3.5 million YouTube views of the symbolic film. On top of that, the film and anthem inspired a large body of fan-made derivative works, and received more than 10 million total views.

Execution

Our core message is “Everyone, Creator.” We chose as our messenger virtual singer 'Hatsune Miku', made by Crypton, which is a software that sings whatever melodies and lyrics that are input. Around Miku, there is an unique people-driven culture--- someone writes a song, then someone else draws an illustration from that, inspiring another person to make a 3D animation, and so on---forming a creative chain. We made an anthem to celebrate this creative freedom on the Web, and had Hatsune Miku perform it. Then, for the song, we consolidated the creators and their works in the creative chain into a symbolic film.

The Situation

ur core message is “Everyone, Creator.” We chose as our messenger virtual singer 'Hatsune Miku', made by Crypton, which is a software that sings whatever melodies and lyrics that are input. Around Miku, there is an unique people-driven culture--- someone writes a song, then someone else draws an illustration from that, inspiring another person to make a 3D animation, and so on---forming a creative chain. We made an anthem to celebrate this creative freedom on the Web, and had Hatsune Miku perform it. Then, for the song, we consolidated the creators and their works in the creative chain into a symbolic film.

The Strategy

The objective of Google and Crypton was to increase the number of creators on the Web. Virtual singer “Hatsune Miku,” by Crypton, is a software that sings whatever melodies and lyrics that are input. Around Miku, there is an unique people-driven culture---someone writes a song, then someone else draws an illustration from that, inspiring another person to make a 3D animation, and so on---forming a creative chain.