The Campaign

Essentially, SYURIKEN are weapons used by Ninja to kill their opponents. However, we decided to transform it into a tool that delivers messages to other people, while keeping its “sharpness”. This was done by throwing SYURIKEN of ORIGAMI, a traditional Japanese educational toy, with a message contained within it. This idea then improved the SYURIKEN, and helped it become a new communication tool with the concept “Stab your message”. Ninja allegedly did whatever they had to do to complete their mission. We sought the true nature of Ninja as “Shinobi”, which means “clandestine person” in Japanese.

Creative Execution

We applied the physical ability and mental strength of the Ninja in both contemporary dance and abstract motion graphics in the film. We achieved multiple expressions using a mixture of Japanese classical instruments in the music for the dance and motion graphics. The interpretation of the world in the film is the realization of the Japanese’s deep-rooted communication itself. We expanded the reach of the film through multiple outlets, including YouTube, the Japan Ninja Council’s website, and SNS. We also launched an E-commerce site in order to sell "NINJA SYURIKEN ORIGAMI" and it led users to experience the communication expressed in the film.

Indication of how successful the outcome was in the market

Japan Ninja Council was picked up by a variety of media outlets and visits to their website also increased. Additionally, the ORIGAMI given to many people through the website and event, became a popular toy that both kids and adults could enjoy. The film succeeded in bringing a fresh recognition of Ninja to the world. Japan Ninja Council will continue to express the nature of Ninja.

We developed three major approaches to show the truth about the Ninja’s identity to people in modern times. Firstly, to raise questions regarding what people around the world understand about Ninja by providing styling that distilled the nature of Ninja. Secondly, we produced the product, "NINJA SYURIKEN ORIGAMI," so that users can get practical experience through holding the paper. Lastly, to convey the deep-rooted and distinctive communication of Japan though this NINJA demonstration film. Additionally, we sought to help people around the world understand the spiritual nature of Japan, which one could argue has its roots in the Ninja.