Title | YOBUKO - REIMAGING LIVE SQUID - |
Brand | SAGA PREFECTURE |
Product / Service | YOBUKO SQUID |
Category | D04. Spatial Brand Installation & Experience |
Entrant | I&S BBDO Tokyo, JAPAN |
Idea Creation | I&S BBDO Tokyo, JAPAN |
Production | SEE THE STARS Tokyo, JAPAN |
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 |
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.
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.
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.