AN ALBUM OF WHAT YOU WILL PHOTOGRAPH

TitleAN ALBUM OF WHAT YOU WILL PHOTOGRAPH
ClientNIKON JAPAN
Product / ServiceWILLBUM
CategoryA02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN

The Brief

As technology evolved, people now take more photographs than ever before. On the other hand, the value that each photograph holds has become almost insignificant. Many photographs remain as plain data, never to be looked back upon. To change this situation, Nikon, Google, and Agency created a project team with the challenge of reviving the value of photographs. Introducing WILLBUM, an open photography platform that leverages the latest image analysis technology. It shows you what you will photograph next by studying what you've shot in your photograph. This algorithm continues evolving with the participation of users. The initial development budget was only 40,000 dollars. With WILLBUM, you don’t just take photos anymore. Now, the photos can take you. And WILLBUM tells you where.

With no PR budget, WILLBUM instantly ignited interest from people around the world. In the first 3 weeks after the launch, it attained more than 3,500,000 impressions, and more than 5,000 new photos has already been created.

It leverages the latest image analysis technology. Once you choose a personal photograph on WILLBUM, the technology instantly recognizes 5 objects within it. And then sorts them into 12 different categories to understand what inspired you the moment you took the picture. To inspire your next photograph, WILLBUM then connects you to the most relevant photograph taken by someone else on this platform. WILLBUM can also give you the exact location of where you will find your next shot. Now we are seeking other partners to develop digital gadgets, mobile Apps, digital photo frames etc. that utilizes the same analyzing system to expand the experience of WILLBUM.

Credits

Name Company Position
Shunsuke Kakinami Beacon/Leo Burnett Tokyo Creative Director
Mai Kaneda Beacon/Leo Burnett Tokyo Copywriter/Account Planner
Tomonori Oki Beacon/Leo Burnett Tokyo Technical Director
Hideya Kuramoto Beacon/Leo Burnett Tokyo Art Director
Tsubasa Tsukano Beacon/Leo Burnett Tokyo Designer
Haruyasu Takahira fabriq Promotion Producer
Kyoko Mitsui Beacon/Leo Burnett Tokyo Account Director
MountPosition Production Company
Hajime Sasaki MountPosition Technical Director
Yuya Nishioka MountPosition System Engineer
Shunsuke Shino MountPosition Programmer
Minoru Sako minsak Developer
SOSA Sound Production Company
Atsushi Shimomura SOSA Sound Designer
amana Film Production Company
Shunsuke Doi amana Film Producer
Taewan Kim amana Film Production Manager
Yo Kuwabara amana Film Editor
Google Japan Platform Company