Title | SMART STRETCH 360 |
Brand | YAHOO! JAPAN |
Product / Service | YAHOO! JAPAN 20TH ANNIVERSARY |
Category | C02. Use of Mobile |
Entrant | HAKUHODO 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 |
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 |
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 of utilizing 360 movie as a utility. Our message to the user is “Stretch smart, browse smart.” By combining the act of looking at smart phone and stretching, we wanted the user to enjoy mobile devices in a healthier way.
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.
The mobile media makes our life easier. But at the same time, various health issue emerge as a result of mobile device use. This Smart Stretch 360 uses a mobile device as weapon to defeat the problem mobile devices created. With the idea which can only be perused by the most personal media, the mobile devices, we added the new value and new usage to it.
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.