| Title | CATCH THE TAIL OF HOPE |
| Brand | AVEX ENTERTAINMENT INC. |
| Product / Service | BOA - TAIL OF HOPE |
| Category | D01. Integrated Digital Campaign |
| Entrant | DENTSU CREATIVE X Tokyo, JAPAN |
| Entrant Company | DENTSU CREATIVE X Tokyo, JAPAN |
| Advertising Agency | DENTSU CREATIVE X Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tatsuhisa Ishikawa | Flash Developer | |
| Kosuke Sadamatsu | Dentsu Creative X Inc. | Film Editer |
| Takayuki Ishikawa | Dentsu Creative X Inc. | Film Editer |
| Shouon Miyamoto | Dentsu Creative X Inc. | Markup Engineer |
| Pierce Chen | Dentsu Creative X Inc. | Designer |
| Takashi Fujimoto | Dentsu Creative X Inc. | Designer |
| Shoko Okada | Dentsu Creative X Inc. | Designer |
| Shinya Taniguchi | Dentsu Creative X Inc. | Designer |
| Wakana Suzuki | Dentsu Creative X Inc. | Film Director |
| Yasuhiko Nishimura | Dentsu Creative X Inc. | Technical Director |
| Kayoko Fujii | Dentsu Creative X Inc. | Art Director |
| Daisuke Sakamoto | Dentsu Creative X Inc. | Planner/Copywriter |
| Kunihide Ishii | Dentsu Creative X Inc. | Producer |
| Takuya Kogawa | Dentsu Creative X Inc. | Producer |
Upon releasing singer BoA's new single, "Tail of Hope". The song's message of "changing your gloomy feeling into a hopeful one" was conveyed through the lyric "Catch the Tail of Hope". By adopting a tail as the key element, we were able to build communication with our targeted audience. We attached an unfamiliar-looking "Tail Banner" on websites visited by the song's target audience. When the tail is clicked and dragged, "Tail Stories" of catching hope unfolds. An outdoor promotional event was also held in which people could use a "Tail Camera" to attach a virtual tail to themselves via Kinect.