SMART STRETCH 360

TitleSMART STRETCH 360
ClientYAHOO! JAPAN
Product/ServiceYAHOO! JAPAN 20TH ANNIVERSARY
CategoryB01. Education & Awareness (incl. Fundraising and Advocacy)
EntrantHAKUHODO KETTLE Tokyo, JAPAN
Idea Creation HAKUHODO KETTLE Tokyo, JAPAN
Media HAKUHODO KETTLE Tokyo, JAPAN
PR HAKUHODO KETTLE Tokyo, JAPAN
Production TOKYO Tokyo, JAPAN
Production 2 AMANA Tokyo, JAPAN
Contributing HAKUHODO INC. Tokyo, JAPAN

The Campaign

Unfortunately, it is impossible for us to reduce our use of mobile devices even if it’s causing heath issue. But, what if we could transform our mobile into a neck stretching device? Yahoo! JAPAN presents, “Smart Stretch 360”. Smart stretch 360 is the world’s first 360 movie that introducing stretching exercise. Just by following the instructor in the 360 movie, stiff necks and shoulders are stretched. Till now, 360 movie were just for enjoying panoramic view, but with this new 360 movie, we open up a whole new world

Creative Execution

Firstly, we launched this movie on a platform where you can watch 360, such as Youtube and Facebook. Then we promote through internet news site and TV station.

This movie was picked up by various media, such as TV and internet news, resulted in 1 million dollar worth of advertisement. The appearance of Yahoo on various health category media, gave out a message that they care about the user media life. The number of playing movie on both Youtube and Facebook add up to more than 750,000 times. The average viewing time of this 135 seconds movie was 90 seconds. So, some viewers did watch whole movie, but we hope many of 750,000 viewers actually did stretching.

People will not do stretch even if we tell them to. So, we developed a new way of stretching, which could be done just by watching 360 movie. We collaborated with JSA (Japanese Stretching Association) to get the most effective result with this Smart Stretch 360. The president of JSA said “We designed this stretching exercise in order to tense up muscles and then relax them. The repetition of these actions will relieve stiffness.” This new 360 movie were created through repetition of tests and edit to recreate the new stretching exercise.

Credits

Name Company Position
Kazuaki Hashida HAKUHODO Kettle Inc. Creative Director
Tetsushi Kawachi HAKUHODO Inc. Creative Director
Naotaka Suekuni Hakuhodo DY Media Partners Inc. Planner
Keitaro Kamijo HAKUHODO Inc. Planner
Koichi Kosugi HAKUHODO Inc. Art Director
Natsuki Akanuma HAKUHODO Inc. Designer
Shuichiro Koyama HAKUHODO Inc. Designer
Takashi Uno TIMES-CURRENT, Inc. PR Director
Ken Okada HAKUHODO Inc. Account Executive
Takeshi Todoroki HAKUHODO Inc. Account Executive
Keitaro Watanabe HAKUHODO Inc. Account Executive
Hiroshi Kikuchi THE DIRECTORS GUILD Director
Toshiyuki Takei TOKYO Producer
Masayoshi Takayanagi TOKYO Producer
Go Tanabe TOKYO Production Manager
Yuma Yoshimura TOKYO Production Manager
Ryo Saito freelance Movie Cameraman
Chisumi Hasegawa freelance Art
Mie Minagawa freelance Stylist
Minako Suzuki freelance Hair Make
Psyhe freelance Choreographer
Mizuki Horiuchi GOLD CAST Casting
Aki Maetani freelance Offline Editor
Yoshiharu Nakagami McRay Online Editor
Seki So McRay Online Editor
Osamu Kobayashi McRay Mixer
Kouki Hanawa amana inc. CG Director
Ryuuichi Yamada amana inc. CG Director
Masami Nishida amana inc. VR Producer
Noriyuki Sakamoto onpa Sound Effects
Links
Video URL   |   Supporting Webpage