YOBUKO - REIMAGING LIVE SQUID -

TitleYOBUKO - REIMAGING LIVE SQUID -
BrandSAGA PREFECTURE
Product / ServiceYOBUKO SQUID
CategoryD04. Spatial Brand Installation & Experience
EntrantI&S BBDO Tokyo, JAPAN
Idea Creation I&S BBDO Tokyo, JAPAN
Production SEE THE STARS Tokyo, JAPAN

Credits

Name Company Position
Tatsuo Ueno I&S BBDO INC. Executive Creative Director
Kota Kawami I&S BBDO INC. Creative Director
Kohei Omote I&S BBDO INC. Copywriter
Koji Yamamoto I&S BBDO INC. Planner
Teruo Furuno I&S BBDO INC. Art Director
Daisuke Sasaki I&S BBDO INC. Communication Director
Atsushi Takasaki I&S BBDO INC. Communication Director
Satoru Nakashima I&S BBDO INC. Account Executive
Kotaro Chiaki SEE THE STARS Producer
Ai Yoshida SEE THE STARS Producer
Toshiomi Nakakimura CEKAI Producer
Tsuyoshi Van SPIN/studio TED Producer
Hitomi Iwanaga CEKAI Manager
AIKO KURODA Pixie Dust Technologies Manager
YOICHI OCHIAI Pixie Dust Technologies Supervision
KENT KAI SUPER SUPER Art Director
HAYATO IIDA A DOT/KARASU Art Director
SHUICHI NAKAHARA Freelance CG
YUYA SHIMIZU SUPER SUPER Space decoration
KAZUNORI NAKAMURA CLASS FOX programmer
SHINGO NISHIKAWA CLASS FOX programmer
tofubeats Freelance Music
RYOJI YAMADA Freelance Director
YOSHINORI TAKAMURA Freelance Director
SHUYA NAKANO Freelance Cameraman
TAKUMITSU OMATA Panorama WEB Director
YUKI YANAGISAWA Panorama WEB Designer
SHOGO YAMASHITA Freelance WEB Designer
MASAKI CHIBA Age Staff
TAKUYA ASAKURA Freelance Music

The Campaign

Saga recruited the very best people to prepare and present its squid: not chefs, but young technologists. Drawing all of their creative hints from the squid’s natural biology and behavior, these experts captured the beauty of the swimming squid and digitally expanded it using 3D computer graphics to create a unique ikizukuri eating experience that enables visitors to reimagine the squid more freshly and vividly in their minds. This production describes Saga’s Yobuko squid ikizukuri as the leading brand, not by advertising the product, but by expanding and enhancing the experience of eating the product itself. Expressing the ideas of a living squid using digital creative techniques also makes the production highly-compatible with social media, facilitating a topical social media campaign. For these reasons, it has drawn attention from business-oriented media as a new and original approach to creating new value in outlying regions.

Creative Execution

First, the technology experts recreated the image of a swimming squid using 3D computer graphics by writing a program based on squid biology. This was aimed at extending the visual beauty of live squid, which is an attractive element of ikizukuri. The next challenge was to render interactive effects to recreate the squid’s actual biological responses. Mirroring was used to make the squid mimic the colors of visitors’ clothes, allowing them to feel a sense of intimacy with the squid. To enable people to aurally experience the attractiveness of ikizukuri, an up-and-coming beat maker was asked to compose music inspired by the beauty of swimming squid. People indulged in this new and extraordinary eating experience.

Indication of how successful the outcome was in the market

The EXPAND LIVE SQUID experience received press coverage from numerous media outlets, and information on the project was distributed widely. Many visitors who tried the experience were fascinated by the sensory fusion that enabled them to savor live squid with their eyes and ears as well as their tongues, and shared their experience widely on social media with the “#YOBUKO” hashtag. Other users seeing this led to an increase in the number of people visiting Saga to eat the very freshest live squid. With this production, Saga has “rebooted” the original experience of eating squid ikizukuri using technology.

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