OK GO: I WON’T LET YOU DOWN

Bronze Spike

Case Film

Presentation Board

TitleOK GO: I WON’T LET YOU DOWN
ClientOK GO + HONDA
Product/ServiceHUNGRY GHOST ALBUM / UNI-CUB
CategoryE01. Social Video
EntrantMORI Tokyo, JAPAN
Entrant Company MORI Tokyo, JAPAN
Advertising Agency MORI Tokyo, JAPAN
Advertising Agency 2 DRILL Tokyo, JAPAN
Advertising Agency 3 DENTSU Tokyo, JAPAN
Production Company MORIMORI Tokyo, JAPAN

Creative Execution

In 2014, October 27 The world premier of the video on NBC Today. October 27 Japan premier of the video via Gizmode Japan. October 27 The campaign website iwontletyoudown.com was launched. October 31 The making-of video has been uploaded to the website. November 3 The Interactive content has been added to the website.

The client’s target was quite modest, 1,000,000 views. We easily reached this number in 10 hours after the launch. In fact, our - the creative team - target was 10,000,000 views, which we thought was a challenging number but have managed to reach it in one week.Now the video has earned over 20,000,000 views and the customers around the world love the film, and praise Honda for supporting the production though their product. The number of access to Honda's UNI-CUB global website increased by 1,487% compared with the same time last year. (19,637 PV in the end of March, 2014,  291,968 PV in the end of March 2015)

UNI-CUB is a new personal mobility device developed by Honda. For its global branding effort, they created a “collaborative music video” with popular band, OK Go. The entire video was filmed in one continuous shot with a drone from 0 meters to 700 meters above ground. In 10 hours the video reached 1 million views. In 6 days, 10 million and currently 20 million and counting. The microsite provided the making-of, product information and an interactive video which allowed users to design their own mass game. The sequential launches kept the campaign viral for a long period of time. 

Credits

Name Company Position
Morihiro Harano Mori Creative Director 
Jun Nishida Drill Art Director
Kazuaki Seki  Triple O Director
Damian Kulash, Jr. OK Go Director
furitsukekagyou air:man furitsukekagyou air:man Choreographer
Makoto Okuguchi tsuji management Cameraman
Akiyoshi Irio Lighting
Takashi Taniguchi O.F-inc. GRIP
Mitsuru Yamamori morimori Producer
Taito Oyama Progressive DIT
Kenji Yasuda Multi-Copter Pilot
Shunsuke Kakuuchi Online Editor
Takashi Tanaka Online Editor
Shigeyuki Toriumi IMAGICA Colorist
Munechika Inudo Mark Mass Games Design + Previsualization
Yoshifumi Sadahara Mark Producer
Daisuke Sasaki Mass Games Design + Previsualization
David Robert Mass Games Design + Previsualization
Hideaki Jinbo Assistant-director
Satoshi Miyata morimori Production Manager
Links
Website URL