Short List
CategoryG01. Branded Games
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company HAT Tokyo, JAPAN

Creative Execution

AKIBA STEALTH is the world’s first real-life action game that incorporates iBeacon technology. iBeacon was usually used to give out coupons and shopping information in an O2O setting, but for the first time in the world, we programmed it to recreate the excitement from the game and turned the city of Akihabara into a game field. With the smartphone app linked to iBeacon, users can enjoy the world of the game in real-life, evading disguised enemies and searching for the treasure. In addition, as part of the integrated campaign, a short film based on the event in Akihabara was released.

The solution connected the game’s virtual world and the reality in Tokyo. Making the gamer’s favorite city the stage of the event created publicity and successfully increased the number of Assassin’s Creed Unity fans. - Increased Rate of Purchase Per Console (Compared to previous game): 1540% - Media Exposure: covered by 144 news sources (such as, Shots, kotaku, Tokyo Otaku Mode, and other major overseas media.) - Earned Exposure: 1,000,000USD

“Assassin’s Creed Unity” is a video game sold over 73 million copies around the world, but is still little known in Japan. Our goal was to raise awareness and interest of the game within Japanese gamers to ultimately increase the new game’s sales in Japan. Inspired by the game’s distinctive feature, "Stealth Missions", AKIBA STEALTH is a game for real-life combining treasure hunting and hide-and-seek. With a smartphone app using the iBeacon technology, AKIBA STEALTH expands the role of mobile in brand experiences. Akihabara, Japan's biggest video-game district, was the perfect location for AKIBA STEALTH.


Name Company Position
Jyunya Tanimoto DENTSU INC. Creative Director / Copywriter / Planner / Agency Producer
Ryusuke Nanki DENTSU INC. Planning Director / Planner
Atsushi Otaki DENTSU INC. Planner / Copywriter / Agency Produce
Yosuke Shidara DENTSU INC. Agency Producer
Yusuke Kumon DENTSU INC. Account Director
Kenichi Sato DENTSU INC. Account Executive
Yusuke Mori DENTSU INC. Account Executive
Maiya Kinoshita DENTSU INC. Copywriter / PR Planner
Yuhi Shimomura DENTSU INC. Art Director
Yohei Nemoto Dentsu Public Relations INC. PR Manager
Yusuke Matsuo Dentsu Public Relations INC. PR Planner
Yuichiro Inoue RYDEN INC. Interactive Director
Hideo Matsumoto RYDEN INC. Technical Director
Sumiyo Miki RYDEN INC. Production Designer
Kiyokazu kawaharada Honeycomb Lab. Inc. Technical Director
Kosuke Kasuga Honeycomb Lab. Inc. Programmer
Hirokazu Kagiya TOW CO.,LTD Producer
Daisuke Noro HAT INC. Producer
Ryo Takebayashi HAT INC. Director
Yoshitaka hirano HAT INC. Production Manager
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