Product / ServiceHYOKETSU
CategoryC05. Co-Creation & User Generated Content
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 DENTSU TEC Tokyo, JAPAN
Idea Creation 3 BIRDMAN Tokyo, JAPAN
Production DENTSU TEC Tokyo, JAPAN
Production 2 BIRDMAN Tokyo, JAPAN
Production 3 TAIYO KIKAKU Tokyo, JAPAN
Production 4 PUZZLE Tokyo, JAPAN


Name Company Position
Yuna Kayukawa DENTSU,INC. Planning Director
Yosuke Mamiya DENTSU,INC. Senior Creative Director
Ryo Roy Tsukiji BIRDMAN,INC Executive Creative Director
Takayuki Nagai BIRDMAN,INC Creative Director
Kengo Nogami DENTSU,INC. Planner
Tomoaki Hashima DENTSU,INC. Planner
Jun Fujita DENTSU,INC. Strategic Planner
Haruo Tatekawa DENTSU TEC,INC Producer
Tacrow Ito BIRDMAN,INC Director
Junya Hoshikawa BIRDMAN,INC Art Director
Maho Okamoto BIRDMAN,INC Copywriter
Akane Inada BIRDMAN,INC Project Manager
Kouki Kusano ANTIL,INC. PR Planner
Yoshihiko Abe BIRDMAN,INC Designer
Azusa Tanaka BIRDMAN,INC Designer
Takayuki Komatsu BIRDMAN,INC Technical Director
Takahisa Maeda BIRDMAN,INC Front-End Engineer
Takanori Kawai BIRDMAN,INC Front-End Engineer
Yosuke Fujimoto BIRDMAN,INC Front-End Engineer
Masanori Nagamura BIRDMAN,INC Back-End Engineer
Atsuko Okada puzzle inc. Illustration Director
Tomomi Tanno puzzle inc. Illustration Manager
Mizue Sato puzzle inc. Illustration Manager
Shuhei Hosokawa TAIYO KIKAKU co.,ltd Producer
Tomohiro Suzuki TAIYO KIKAKU co.,ltd Director
Yasuhiro Yoshida DENTSU,INC. Account Executive
Shun Harada DENTSU,INC. Account Executive
Ryota Beniko DENTSU,INC. Account Executive
Ranjo Matsubara DENTSU,INC. Account Executive

The Campaign

We teamed up with the legendary manga artist ”MANGATARO” who creates the most impressive “GAG FACE” in the world. We created an impactful selfie filter "GOTTA GAG" that is sure to maximize your number of likes.

Creative Execution

-We combined the most advanced face-recognition technology with manga drawings. -We created over 250 facial parts which will make 150 trillion face patterns, so that users can make their look-alikes. -We added a message input function, and users can use the faces as LINE or Messenger stickers. -We ran a campaign of giving away original goods that you can apply if you change your SNS icon (profile picture).


-1,100,000 people participated, mostly youngsters in their 20s and 30s. -6,600,000 PV! -A lot of celebrities posted the pictures on their own SNS page -We succeeded in raising the level of brand involvement, and the sales marked 120% compared with the previous year. -SNS picture images created by users are now beyond profile pictures. They are used as a “stickers” in communication tools like LINE and Messenger. -Users made original goods using the picture. and have shared them with friends.

Using this web service, we approached young people directly and encouraged their experience. Not only we had 1,100,000 people participated, 6,600,000 PV, and sales marked 120% compared with the previous year, we achieved to create a network of interpersonal communication, exceeding the boundaries of social media.

-Utilize SNS, a communication tool for youngsters, and create a content with which young people can play in SNS. -In the world of SNS, there are two types of people. “Winners” confidently post selfies and earn lots of likes. On the other hand, “losers” never get any likes from their friends. By creating a selfie filter, we’ll make the selfies of “losers” as impactful and fun- filled as those of “winners” and turn the “losers” into winners in SNS. Thus capture the attention of young people and appeal the brand image of HYOKETSU.


Supporting Webpage