| Title | PINCH PINUP |
| Brand | ONE EIGHT PROMOTION |
| Product / Service | PINCH PINUP |
| Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Airi Nagasaku | One Eight Promotion | Cast |
| Mayuko Kondo/Kazuhiro Hamakawa | Beacon Communications K.k. | Assistant Designer |
| Tomonori Oki | Beacon Communications K.k. | Mark Up Engineer |
| Ayaka Ito | Stylist | |
| Naoko Tamura | Hair/Make-Up Artist | |
| Yohei Yamada | Rizing Inc. | Retoucher |
| Shinya Nakagawa | Rizing Inc. | Film Editor |
| Ryohei Takanashi | Acube Inc. | Photographer |
| Kaoru Sasaki | Cameraman | |
| Choei Torii | Beacon Communications K.k. | Account Executive |
| Hisashi Kitahara | Amana Inc. | Production Manager |
| Ryo Ikeda | Amana Inc. | Associate Producer |
| Brave Nu Designz Inc. | Developer (App) | |
| Amaneku Co. Ltd. | Developer (App) | |
| Computational Media Design Lab/Schoold Of Media - Tokyo University Of Technology | Developer (Pinch) | |
| Yuta Sato | Amana Inc. | Producer |
| Ryuji Tokura | Beacon Communications K.k. | Art Director |
| Takeyuki Ueshima | Amaneku Co. Ltd. | Technical Director |
| Tomohiko Nakano | Beacon Communications K.k. | Copywriter/Planner |
| Kohei Kawasaki | Beacon Communications K.k. | Creative Director/Planner |
5,000+ Pinches in 1 week from service launch. Airi's Twitter follower 130% up. Airi's Blog PV 200% up.
To solve this issue and shine an aspiring model, we used innovative tech to trigger a basic human instinct. With a simple gesture connecting humanity and technology, we called it Pinch Pinup. Showcasing our star on a tablet or smartphone, as most agents do. 'Turned the page for one budding agent and his lucky star' We trimmed her movies in a manner that left viewers wanting more. With interest peaked, we added the twistÂ… or rather, the pinch. Consumers could use their own devices to create a bigger canvas. Then with a fun little pinch, the star is revealed and curiosity quenched.
'How do you shine the brightest when you're swimming in a sea of jewels?' In Japan the pinup girl, or Gravure model, is more than a casual fancy. It's a national past-time, it's almost iconic. Salary men, too busy for other hobbies, spend their free moments searching for new stars. Convenience stores become libraries. While smart-phones and tablets mean the late commute home can be a little more entertaining. For aspiring models, and agents, the path to fame and fortune is fierce.