THE TANGIBLE MANNER

Short List
TitleTHE TANGIBLE MANNER
BrandALL NIPPON AIRWAYS
Product / ServiceIS JAPAN COOL? DOU
CategoryC01. Digital & Interactive Design
EntrantENJIN Tokyo, JAPAN
Idea Creation ENJIN Tokyo, JAPAN
Production BIRDMAN Tokyo, JAPAN

Credits

Name Company Position
Shiro Nomura ENJIN TOKYO CREATIVE DIRECTOR
Yuya Yamazaki ENJIN TOKYO COMMUNICATION DESIGNER
Takayuki Nagai BIRDMAN CREATIVE DIRECTOR / ART DIRECTOR
Takanori Kawai BIRDMAN TECHNICAL DIRECTOR
Ryota Mishima BIRDMAN ART DIRECTOR / DESIGNER
Yosuke Fujimoto BIRDMAN FRONT END ENGINEER
Masanori Nagamura BIRDMAN BACK END ENGINEER
Sho Kakazu BIRDMAN CAMERAMAN / CG DESIGNER
Yuta Yamada BIRDMAN CAMERAMAN / CG DESIGNER
Robert Sundelin BIRDMAN CG DESIGNER
Iku Ando BIRDMAN PROJECT MANAGER
Sachiko Kawase FREELANCE WRITER
Yusuke Ando ROBOT PRODUCER
Haruhisa Shinzaki ROBOT PRODUCER
Susumu Uchino Maxstar Film EDITER
Eiji Tahira Maxstar Film EDITER
Tadayuki Suzuki Crescent,inc. 4DVIEWS PRODUCER
Takayuki Ochiai Crescent,inc. 4DVIEWS PRODUCER
Ayana Komata Crescent,inc. 4DVIEWS ENGINEER
Yuri Naito Crescent,inc. 4DVIEWS ENGINEER
Fumiaki Kudo Crescent,inc. 4DVIEWS ENGINEER
Yoshinori Tamura Zero C Seven, Inc. CG COORDINATOR
schallbauer audioforce COMPOSER
Thomas Suess audioforce MUSIC PRODUCER
Erik Reiff audioforce MUSIC PRODUCER
Daisuke Katayama All Nippon Airways MARKET COMMUNICATION
Shuji Kitamura AUR Inc. PR PLANNER
Ashita Iju AUR Inc. PR PLANNER
Misato Kagami AUR Inc. PR PLANNER

The Campaign

Japanese DOU is the way of life that comes close to reaching the essence of existence in pursuit of one’s own field. The ultimate goal of Japanese martial art such as judo, kyudo, kendo, karatedo and iaido is not only to acquire the techniques, but also to constantly train the body and spirit in building character. The ultimate purpose of Japanese traditional performing/fine arts such as shodo, nihon-buyo, sado and noh is not simply to acquire the forms, actions, and manners of these artistic skills, but also to bring devotion to the ceaseless pursuit of perfect beauty. In our content, we focused on Japanese traditional martial arts and performing/fine arts to help pass along these intangible cultural assets to new generations in a “tangible” manner. We selected 9 representative Japanese martial arts and traditional performing/fine arts, then tried to visualize the performance of masters in a database of 4D Views.

Creative Execution

The content includes 4D Views of 9 DOH masters performing Japanese martial arts (such as judo, kyudo, kendo, karatedo and iaido) and traditional performing/fine arts (such as shodo, nihon-buyo, sado and noh) that can be interactively viewed from any angle via WEB GL. Various manners (shosa), forms (kata) and techniques (waza) for each art can be viewed in five 4D View movies. Site visitors can also read masters’ commentaries on the movements or watch them describe their history, origin and interesting points in super high resolution movies. We want to help pass along these intangible cultural assets to new generations in a “tangible” manner. Anyone can easily access and explore the content on PCs, smartphones and other digital devices.

Indication of how successful the outcome was in the market

Over 600 articles about the content were published in 60 countries within a month of its launch. It received over 25 million views, 50,000 shares and 55 million PR impressions and over 430,000 experiences. The number of foreign visitors to Japan also increased 18% year-on-year. As for the winning award, it won Interactive bronze for ONE SHOW 2018.

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