| Title | 10CM DRAMA |
| Brand | JAPAN AIRLINES |
| Product / Service | JAL SKY SUITE 777 |
| Category | B03. Consumer Services |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency 2 | GOOGLE Roppongi, Minato-ku, JAPAN |
| Name | Company | Position |
|---|---|---|
| Mayuko Ito | Mit Gathering Co. Ltd. | Production Manager |
| Ayumi Kishimoto | Mit Gathering Co. Ltd. | Mixing |
| Takuro Hirosawa | Mit Gathering Co. Ltd. | Mixing |
| Takahiro Saito | Mit Gathering Co. Ltd. | Assistant Engineer |
| Mina Watanabe | Mit Gathering Co. Ltd. | Production Manager |
| Takashi Tachibana | Mit Gathering Co. Ltd. | Producer/Mixing/Casting |
| Mit Gathering Co. Ltd. | Production Company | |
| Yuko Takada | Spfdesign Inc. | Director |
| Takashi Kamada | Spfdesign Inc. | Art Director/Designer/Flash Developer |
| Spfdesign Inc. | Production Company | |
| Hiroyuki Nakayama | Beacon Communications K.k. | Account Supervisor |
| Takuro Nakajima | Beacon Communications K.k. | Digital Strategist |
| Kotaro Hamada | Beacon Communications K.k. | Agency Producer |
| Tomoki Hamamoto | Beacon Communications K.k. | Strategic Planner |
| Tomonori Oki | Beacon Communications K.k. | Technical Director |
| Miki Shiraishi | Beacon Communications K.k. | Copywriter/Director(Drama) |
| Ryutaro Seki | Beacon Communications K.k. | Copywriter/Director(Drama) |
| Shunsuke Kakinami | Beacon Communications K.k. | Creative Director |
In 2013, Japan Airlines launched its new airframe, with 10cm more leg room for its economy class passengers. To enlighten consumers about this 10cm, we created a new cross-media platform on banner-ads connected to YouTube by turning 10cm of space to “10cm of time”. That was “10cm Drama”, an interactive sound drama. This drama had 29 scenarios each of which was played on the banner by loading sound files from YouTube matching the users' selection, and having 35 story patterns in all. Users could enjoy having their own 10cm story. 10cm holds infinite possibilities.