| Title | HANDS ON SEARCH |
| Brand | YAHOO! JAPAN |
| Product / Service | YAHOO! JAPAN |
| Category | A07. Use of Digital in a Media Campaign |
| Entrant | HAKUHODO KETTLE Tokyo, JAPAN |
| Entrant Company | HAKUHODO KETTLE Tokyo, JAPAN |
| Advertising Agency | HAKUHODO KETTLE Tokyo, JAPAN |
| Media Agency | HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN |
| Production Company | AID-DCC Osaka, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kazuaki Hashida | HAKUHODO Kettle Inc. | Creative Director |
| Kyosuke Taniguchi | Dot By Dot Inc. | Creative Director |
| Shota Hatanaka | HAKUHODO Kettle Inc. | Planner |
| Chiharu Shimizu | HAKUHODO Kettle Inc. | Planner |
| Yusuke Tominaga | Dot By Dot Inc. | Planner |
| Saqoosha | Dot By Dot Inc. | Technical Director |
| Takayuki Kitai | Katamari Inc. | 3d Printing Director |
| You Tanaka | Katamari Inc. | Design Engineer |
| Kenjiro Nakayama | Katamari Inc. | Designer |
| Kenji Mori/Yuka Hatae/Kiki Hasegawa | Katamari Inc. | Developer |
| Takanobu Izukawa | Katamari Inc. | System Engineer |
| Masashi Ohashi | Katamari Inc. | Sound Designer |
| Kenichi Seki/Keitaro Kamijo/Kojiro Matsumoto | AID/DCC Inc. | Producer |
| Hiroshi Kondo | Movie Director | |
| Toshiyuki Takei | TOKYO/TAIYO KIKAKU Co./Ltd. | Movie Producer |
| Ryosuke Toyama/Takahide Uchibori/Hiroshi Kondo | Camera | |
| Akari Tatsumi | TOKYO/TAIYO KIKAKU Co./Ltd. | Mixer |
| Audio Force | AUDIO FORCE | Music |
| Hiroaki Sakai/Takashi Uno/Saeko Kawano | TOW/P/Point | Event/Pr Director |
Yahoo! released Hands On Search as an open source application. The Japanese government, through the Ministry of Education, then agreed to provide funds to convert the project’s 3D data into study material. This innovation thus is now an educational one, going from a single service to a vital piece of social infrastructure. Support results are as follows. *3D database now contains over 100,000 entries *More than ￥1 billion in publicity in Japan; large worldwide exposure *According to research, 92% of people engaged with this project have increased loyalty to Yahoo! JAPAN.
In this case, the creative idea itself actually led to the revolution of the search medium. This media revolution was carried out with three schools for the blind over six months. Many people kept an eye on related activities through PR events and the website. On the website, things the children touched were reported on with comments, while things they wanted to touch but were not saved in the search database were uploaded. The things not in the database were turned into Yahoo advertisements, allowing many people, organizations and companies to upload the data. This means the website also functioned as an aggregator of 3D data for the children. Also through videos on YouTube, press releases and other PR activity, this media innovation gained lots of publicity and recognition in both Japan and the rest of the world.
Our target is people who use search media, meaning mostly everybody. Yahoo! JAPAN boasts the most search queries in the country and to demonstrate this leadership, took on the challenge of innovating anew in the field. This innovation brings a more rudimentary sensation – the future of search with the human touch. Going beyond just seeing and listening, to actually touching the results that pop up in search. This is the new search media, Hands On Search. This media was first provided to those who needed it most – children with sight impairments. Without vision, these kids recognize objects by touching them. This completely new idea was the core of the projects conducted at the schools for the visual impaired.