The Campaign

Throughout Hanami the cherry trees along the banks of the river Nakameguro explode with bright pink flowers. It’s a beautiful backdrop for selfies and Hanami is now as famous for huge crowds of people taking pictures as it is for the blossom itself. To help people take better selfies, we turned our gallery space into a free selfie stick rental shop and created four ‘X-Treme Selfie Sticks’, each with a different picture-improving power.

Creative Execution

We opened a selfie stick rental shop in our gallery space right on the Nakameguro River. People could come in and choose one of four X-treme Selfie Sticks and take them out to capture their Sakura Selfies* The Disco Selfie Stick - Designed to make every selfie taker look like a J-pop star. The Mirrored Selfie Stick - Specially crafted to capture every single angle. The Windswept Selfie Stick - Made to give that `Kate Winslet standing on the front of the Titanic` effect. The Super Long Selfie Stick - To help people get photos from right in amongst the blossom.

Indication of how successful the outcome was in the market

Describe results - Hundreds of people came into our gallery during Hanami. - Over 400 pictures were taken using our hashtag, #SakuraSelfie. - Project covered by local and international media.

We wanted to create something that would appeal to the tech and social media obsessed young audience who come to take pictures with the blossom. It was important that the selfie sticks seemed fun but also helped them get a better photo for two reasons. Firstly, if they didn't improve a picture, nobody would use them. Secondly, the more fun the effect, the more we knew they'd be shared online.