| Title | THE GRAFFITI AQUARIUM |
| Brand | PILOT CORPORATION |
| Product / Service | FRIXION COLORS |
| Category | B02. Consumer Products |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoshihiro So | Coconoe Inc. | Designer/Sound Effect |
| Takashi Okada | Coconoe Inc. | Programmer |
| Junya Yamada | Coconoe Inc. | Technical Director/Programmer |
| Naomi Okuyama | Digital Garden | Editor |
| Kenji Yamamoto | Digital Garden | Editor |
| Sayaka Shiotani | Freelance | Illustrator |
| Akihiko Nihonmatsu | Freelance | Photographer |
| Shota Katsumata | Dai-Nichi.co./Ltd | Production Manger |
| Yoshiteru Toriumi | Dai-Nichi.co./Ltd | Producer |
| Tsuyoshi Okii | Arfox | Music |
| Yuriko Taki | Dentsu Creative X Inc. | Film Director |
| Noriko Nasu | Dentsu Inc. | Account Executive |
| Yasutoshi Sumida | Dentsu Inc. | Account Executive |
| Emi Kubota | Dentsu Inc. | Art Director |
| Yoshihiro So | Coconoe Inc. | Planner/Art Director |
| Yosuke Murai | Dentsu Inc. | Copywriter/Planner |
| Shinji Muto | Dentsu Inc. | Creative Director |
PILOT, a leading stationery company in Japan, had developed a critical feeling that the growing demand of digital devices such as the iPad or Kindle would decrease the value and joy of drawing with pen and paper. Under these circumstances, the client launched new erasable color pens, called ''FRIXION COLORS''. They wanted children and their parents to recall joyful experiences of actual drawing with pens and papers.
We created an original branded experience-based entertainment content, called the Graffiti Aquarium, which makes hand-drawn paintings to real lives. We selected the SUMIDA aquarium which opened last spring in the TOKYO Sky Tree Town, one of the hottest sightseeing spots in the metropolitan area, as the event site to let targets experience the Graffiti Aquarium.
1: Over 5,000 children and parents experienced this workshop in 10 days - every time fully reserved. 2: Over 100,000 people visited the SUMIDA Aquarium in these 10 days. 3: Various kinds of mass and social media picked the Graffiti Aquarium up on news. As a consequence, the two clients earned approximately 12,875,000 YEN ($160,000) equivalent PR effect without spending media costs. 4: 98% of participants were highly satisfied with this content, based on questionnaires taken right after their participation. 5: All FRIXION COLORS in the souvenir store at SUMIDA Aquarium were sold out.
1. One side for the child and the other for the parent - Enhances communication between children and parents. 2. The fish makes various actions depending on the color, shape, and size. - Stimulates participant' imagination and allows them to enjoy drawing and erasing repeatedly. 3. Many parents and children can participate in the workshop at the same time. - Creates an original aquarium where various kinds of hand-drawn fish swim.