The Campaign

[Idea] The world’s first #smartphone fireworks festival where fireworks are set off with smartphone camera flashes, held in SHIBUYA, the center for trends. A fireworks festival that could be held regardless of weather conditions, was held in Shibuya at the end of summer. A 14-meter long poster was posted with the message, “For those who missed the fireworks this summer.”

Creative Execution

<Design INNOVATION 1> A revolutionary, world's first printing technology was used. Step 1: a huge poster of a totally black sky Step 2: when pictures were taken using flash, Step 3: fireworks appeared and lit up the sky <Design INNOVATION 2> Fireworks from 47 prefectures can be displayed freely. It was a system to bring up the fireworks festivals around Japan, where docomo provides reinforced networks.

Indication of how successful the outcome was in the market

[Results] The event reached 500,000, just as actual fireworks festivals would, and succeeded in delivering memories of summer to many. Among the bustle of Shibuya, many bypassers stopped to experience surprise and generate smiles. This was shared immediately on SNS and covered in numerous media. (1) 537,050 reached on Twitter (2) Over 300 uploads on Instagram (3) More than 100 introductions on news media