BREATH-SYNC

TitleBREATH-SYNC
BrandJAPAN POST
Product / ServiceKITTE
CategoryB01. User Experience Design (UX)
EntrantADK Tokyo, JAPAN
Idea Creation ADK Tokyo, JAPAN
Production ADK Tokyo, JAPAN

Credits

Name Company Position
Jumpei Yoshida ADK Creative Director
Yuta Kaneko ADK Creative Director
Osamu Tamura ADK Art Director
Kaori Miki ADK Art Director
Katsunori Kitanaka ADK Account Executive
Kazuya Mishima ADK Account Executive
Kazumasa Kondo ADK Executive Producer
Kanako Yoshimatsu ADK Planning Director
Kodai Tanaka BBmedia inc. Director
Nobuaki Imura BBmedia inc. Cinematography
Kodai Tanaka BBmedia inc. Production Designer
Misato Oka BBmedia inc. Production Designer
YANG XIAODONG BBmedia inc. Production Designer
Ryo Atsumi BBmedia inc. Film Producer
Shinya Miyazaki BBmedia inc. Film Producer
Tadayuki Nishizawa BBmedia inc. Production Manager
Koji Yoshino BBmedia inc. Lighting
Haruka Okutsu BBmedia inc. Colorist
Masakazu Sasaki BRAVO Special Effects Producer
Jun Takeuchi BRAVO Special Effects Producer
Yuri Yamaguchi BRAVO Production Design
Yoshiyuki Yamada BRAVO Production Design
Kazumi Ono Freelance Stylist
Keita Iijima Freelance Hair&Make
Takashi Tsuzuki Freelance Music

The Campaign

The campaign featured a special device called “BREATH-SYNC” which allows users to experience the original values of Christmas while bringing them closer to that special someone who they are visiting the site with. The installation called for two people to stand huddled together and blow air onto the device in front of them at the same time to reveal a video. By incorporating the act of synchronicity involved in standing in the other person’s personal space?and blowing on the device at the exact same time, the campaign successfully managed to bring the users closer together.

Creative Execution

The installation called for two people to stand huddled together and blow air onto the device in front of them at the same time to reveal a video. By incorporating the act of synchronicity involved in standing in the other person’s personal space?and blowing on the device at the exact same time, the campaign successfully managed to bring the users closer together. Today, we think we are connected to our peers via social media, but in exchange, non-virtual relationships are on the decline. We communicated the value of real life interactions, which then created a hot topic and attracted many visitors to KITTE. The campaign took place for a month, from November 24th 2016 until December 25th 2016. ?Number of people who experienced the installation? Over 12,000 people in 31 days. ?Number of visitors? Over 1,997,000 people in 31 days. ?Media exposure? Over $6,500,000

Links

Video URL