Creative Execution

The simple illustrations visualize and accentuate the keywords of the narration. The technique of filming a handmodel analogically moving the print-out illustrations, as well as stopmotion techniques, make it easy to follow the actions on screen, even when viewed on a smartphone. The core message is conveyed via a simple storyline that allows the viewer to identify with the main characters. In addition to the video itself, the marketing campaign also included the creation of cardboard cutouts of the main characters, set up inside the museum.

The response to the video has been very positive and it was praised for clearly conveying the core message and appealing to the target audience. The goal of increasing visitor numbers to the museum was reached with the promotional campaign oft he explainer video: between January and June 2015 visitors to the museum have increased by more than 10.000 people, compared to the visitor numbers of the same time period in the previous year. The video shared on TripAdvisor has been viewed more than 1000 times and the video on Facebook has reached 367.770 people.

The Tokugawa Art Museum in Nagoya wants to increase the number of their visitors. The target is not specified to an age or income group, instead the material created to advertise the museum should appeal to any visitors, from backpackers travelling alone to families. The plan is to use an explainer video that can conveniently be viewed on a smartphone while travelling, so the Tokugawa Art Museum can introduce itself and its many facettes, including something for everyone. The video would not only be shared on social media, but also on websites especially used by travellers, such as TripAdvisor.