OK GO: I WON’T LET YOU DOWN
Gold Spike
| Title | OK GO: I WON’T LET YOU DOWN |
| Brand | OK GO + HONDA |
| Product / Service | HUNGRY GHOST ALBUM / UNI-CUB |
| Category | B03. Branded Content & Entertainment Film |
| Entrant | MORI 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 |
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 |
Brief Explanation
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.