OK GO: I WON’T LET YOU DOWN

Gold Spike
TitleOK GO: I WON’T LET YOU DOWN
ClientOK GO + HONDA
Product / ServiceHUNGRY GHOST ALBUM / UNI-CUB
CategoryB03. Branded Content & Entertainment Film
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

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.

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