GLASS SHEET

Short List
TitleGLASS SHEET
ClientEPSON SALES JAPAN CORPORATION
Product / ServiceMOVERIO
CategoryA05. Networked / Connected Screens
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR INITIAL Tokyo, JAPAN
PR 2 CATCHBALL Tokyo, JAPAN
Production VARIOUS DIMENSIONS CO LTD Tokyo, JAPAN
Production 2 TAPE Tokyo, JAPAN
Production 3 STRIPES Tokyo, JAPAN
Contributing HOKKAIDO NIPPON HAM FIGHTERS, JAPAN
Contributing 2 EPSON SALES JAPAN Tokyo, JAPAN
Contributing 3 INFORMATION SERVICES INTERNATIONAL - DENTSU Tokyo, JAPAN

The Campaign

The Hokkaido Nippon-Ham Fighters collaborated with EPSON to create the GLASS SHEET, a special sheet that allows Chinese-speaking visitors to enjoy the game wearing smart glasses displaying flash updates and player information translated into Chinese.

Creative Execution

GLASS SHEET was used for the first time at a game played at the Sapporo Dome on September 22. The flash updates and player information translated into Chinese are transmitted to the smart glasses in real time through a wi-fi access point installed near the Sheet.

This news has created a buzz not only in Japan but in the Chinese-speaking world too, and has had a PR effect of more than $2.5 million. The news has sparked many inquiries from other baseball teams, stadiums and overseas tourist-targeting businesses wanting to implement the glasses themselves.

Providing smart glasses targets the Chinese-language flash update information at Chinese-speaking visitors only within the field of vision they use for watching the game and without affecting Japanese spectators who form the vast majority at the stadium. The GLASS SHEET was introduced at a game played on September 22 at the Sapporo Dome, and television, newspaper, web and other media were invited to report on it. To spread the news to the Chinese-speaking world as well as domestically, overseas media were actively approached and a PR strategy created to spread the news of the introduction of GLASS SHEET to the Chinese-speaking countries as well as within Japan.

Credits

Name Company Position
MASAYUKI INOUE DENTSU INC. Executive Creative Director
YOSHIAKI SHIOTA DENTSU INC. Creative Director
KOTA ENDO STRIPES, INC. Producer
YUSUKE NAKAJIMA STRIPES, INC. Producer
JUNICHIRO YASUI Tape inc. Art director
SO SERIU Information Services International-Dentsu, Ltd. Technical Director
SHINJI KINOSHITA Information Services International-Dentsu, Ltd. Technical Director
ATSUSHI NISHIKAWA Information Services International-Dentsu, Ltd. Technical Director
SHOGO USUI Information Services International-Dentsu, Ltd. Programmer
NAHO INAMOTO Information Services International-Dentsu, Ltd. Programmer
MINEO MASAHIRO DENTSU INC. Account Executive
SATOSHI ANDO DENTSU INC. Account Executive
TOSHIYUKI SAKAYANAGI VARIOUS DIMENSIONS inc. Event Producer
MAKOTO KOBAYASHI VARIOUS DIMENSIONS inc. Event director
FUYUKA ARITA INITIAL inc. Promoter
SHO NISHINO INITIAL inc. Promoter
TAKANORI KUBO catchball Inc. Promoter
SHINTARO YAMANAKA Qsyum! Director
HIROTATSU KOARAI Qsyum! Director
TAKU SATO Hokkaido Nippon-Ham Fighters Account Coordinator
Links
Supporting Webpage