Title | AN ALBUM OF WHAT YOU WILL PHOTOGRAPH |
Brand | NIKON JAPAN |
Product / Service | WILLBUM |
Category | A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
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 |
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.