DIGITAL GOLDFISH SCOOPING
| Title | DIGITAL GOLDFISH SCOOPING |
| Brand | IMC GROUP/SAMSUNG ELECTRONICS |
| Product / Service | GALAXY S7 EDGE |
| Category | A02. Creative Innovation |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| Shota Sawabe | Tohokushinsha Film Corporation | Producer |
| Junichi Naito | OMUNIBUS JAPAN | Technical Producer |
| Hisashi Tanaka | DENTSU INC. | Creative Director |
| Yoshishige Mori | DENTSU INC. | Account Executive |
| Motoki Asabuki | DENTSU INC. | Account Executive |
| Ei Suzuki | Dentsu inc. | Account Executive |
| Takatsugu Hashimoto | DENTSU INC. | Account Executive |
| Yasuyuki Shiogai | DENTSU INC. | Account Executive |
| Ryohei Kaneko | Tohokushinsha Film Corporation | Production Manager |
| Naoto Shigemasa | Aid-DCC inc. | Producer |
| Manabu Ariyoshi | Aid-DCC inc. | Designer |
| Tsubasa Yoga | Aid-DCC inc. | Developer |
| Hiroaki Nakai | Aid-DCC inc. | Technical Adviser |
The Campaign
The usual waterproof appeal made for smartphones is uninteresting and does not make enough of a distinction between other products. We created an experience that does not appeal the smartphone's resilience to being splashed with water but offers something extraordinary by submerging the entire smartphone in water and scooping goldfish with it. Through the real action of putting a digital device in water, which people intuitively avoid at all costs, they digitally experience "it is okay to put this smartphone in a tank of water" and "this smartphone can be played with even submerged in water" transforming the experience into a new reality and creating a new sensation.
Creative Execution
Our purpose was to have the people who experienced this event understand beyond a doubt this smartphone is waterproof. The innovation was scooping up goldfish with a smartphone. This innovative idea was rendered with technological skill in a real situation with actual water in a tank creating a brand new experience in both a real and digital situation, leading to the core. By mixing a little bit of reality into a digital world we were able to feel the wide expanse of possibilities that are available.
DIGITAL GOLDFISH SCOOPING was held at the Galaxy S7 edge launch event in various cities (Tokyo, London, Shanghai, Singapore, and Cannes), however as the service is easily packaged as a kit, mobile phone service carriers in Japan soon adopted the event for their own displays expanding the event even further. It can be expected that mobile phone service carriers in other countries will adopt the display in the same way.
Our challenge was to appeal the waterproof function of the smartphone, and we approached it with the revolutionary idea of immersing the smartphone in water and using it to digitally scoop up goldfish. By taking full advantage of the smartphone's waterproofness we created an entirely new experience. In addition to appealing the waterproof function of the Galaxy S7 edge we were able to create a brand from the cutting edge commitment to its development.