PERSONAL INNOVATION ACT

Bronze Spike

Case Film

Presentation Image

TitlePERSONAL INNOVATION ACT
ClientSOFTBANK CORP.
Product / ServiceSOFTBANK CORP.
CategoryG01. Tangible Tech
EntrantSIX Tokyo, JAPAN
Idea Creation SIX Tokyo, JAPAN
Idea Creation 2 HAKUHODO INC. Tokyo, JAPAN
Media Placement HAKUHODO INC. Tokyo, JAPAN
PR HAKUHODO INC. Tokyo, JAPAN
PR 2 MATERIAL Tokyo, JAPAN
Production AOI PRO. INC. Osaki, Tokyo, JAPAN
Production 2 AIRCORD Tokyo, JAPAN
Production 3 HAKUHODO I-STUDIO Tokyo, JAPAN
Production 4 BABEL LABEL Tokyo, JAPAN
Production 5 TOW Tokyo, JAPAN
Additional Company SOFTBANK MOBILE CORPORATION Tokyo, JAPAN
Additional Company 2 MAGENTA WALL DESIGN Tokyo, JAPAN
Additional Company 3 ONPA Tokyo, JAPAN
Additional Company 4 STUD Tokyo, JAPAN
Additional Company 5 DIGITAL GARDEN Tokyo, JAPAN

The Campaign

We updated the items that seniors were familiar with. We created products that maintained their analog interfaces while enabling digital communication to connect them to their grandchildren. We manufactured six digital products and installed them in a real household. “SNS Newsletter” The newsletter compiled from social media feeds. SNS posts and photos from the dedicated app of smartphone are redesigned into a printed newspaper format, and an inbuilt printer deliveres it daily to the postbox. “Cloud VHS” The video player designed to share videos taken with smartphones. When a video is uploaded to the cloud, the link is converted into a QR code. A camera embedded in the video player scans the code on the label, and plays the video. In addition to these, four other products were manufactured and introduced in the “Execution” section.

Creative Execution

t's continued from creative idea section. “Smart Dial Phone” When a video call is made from a smartphone, picking up the receiver activates the television and begins the conversation. "Message KAKEJIKU" Digital messages sent through a app and the message is received by a laser device on the back of the KAKEJIKU. A laser is shone onto thermal paper, recreating the message. "Remote Height Pole" Use the camera to measure one’s height and send the data. Upon receiving the data, the cutter device carves the person’s name and date at the person’s height. ”Shadow Play Online” A light that can live stream shadow play. Both shadows are streamed live, making long-distance shadow play possible. The system is activated when the lights are turned off. A light is shone onto a door, making shadow play possible. We captured the family’s experience in a movie and released it online.

The experience movie was viewed over 7 million times. It was featured by hundreds of media outlets. And gained 1 million dollars’ worth of publicity. The project generated a discussion on the many faces of the information revolution. Through this action, we communicated that softbank’s corporate philosophy, "information revolution happiness for everyone“ is aimed not only at those familiar with technology, but people who are new to it. We provided a new perspective by showing that there are innovations where technology draws closer to each person's lifestyle, rather than people keeping up with technology's evolution.

We manufactured six digital products that maintained their analog interfaces while enabling digital communication to connect them to their grandchildren and installed them in a real household. We then captured the family’s experience with these products and released the movie online. And the systems of the products were released online. By making it an open innovation project, we made it possible for anyone to enjoy the innovations. The project generated a discussion on the many faces of the information revolution. Through this action, we communicated that softbank’s corporate philosophy, "information revolution happiness for everyone“ is aimed not only at those familiar with technology, but people who are new to it. Our target audience was not only non-tech-savvy individuals and the people that want to communicate with them, but also all people around the world.

Credits

Name Company Position
Takeshi Nozoe SIX Executive Creative Director
Keiichi Motoyama SIX Creative Director
Hitoshi Sakamoto Hakuhodo Copywriter
Koichi Kosugi Hakuhodo Art Director
Yuta Okuyama Hakuhodo Planner
Yu Kato Hakuhodo Planner
Ryoji Takahashi Hakuhodo Copywriter
KAZUHIKO KAWASHITA Hakuhodo PR Director
YOTA AKIYAMA Hakuhodo PR PLANNER
Genjyun Kang Hakuhodo Account Director
TAKASHI KUSUMI Hakuhodo Account Manager
TAKAYOSHI TERUI Hakuhodo Account Executive
KOICHI FURUYA Hakuhodo Account Executive
GENTA MUTO Hakuhodo Media Directer
TOMOHIRO OOTA Hakuhodo Strategic Planning Manager
SHOHEI GOTO AOI PRO. Director
RYO ISHIDA FREELANCE Cinematographer
HISAYA KATOH AOI PRO. Executive Producer
KAZUKI SATO AOI PRO. Film Producer
Toshiyuki Hashimoto aircord Technical Producer / Director
KEISUKE KAMIYAMA FREELANCE Gaffer
NAOYUKI HASHIMOTO MAGENTA WALL DESIGN Production Designer
HISATO YAMADA BABEL LABEL Production Manager
YASUEDA SHINSUKE AOI PRO. Production Manager
MASAKI HORII HAKUHODO i-studio ArtDirector
Yurie Oka HAKUHODO i-studio Graphic Designer
So Aosaki Material PR Planner
Sota Haga Material PR Staff
Naoya Morisako Tashizan PR Planner
Keiichi Kinpara TOW CO.,LTD Event Producer
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