Title | SHIBUYA FALLOUT |
Brand | TOWA PICTURES |
Product / Service | MISSION: IMPOSSIBLE - FALLOUT |
Category | A01. Activation by Location |
Entrant | DENTSU EVENT OPERATIONS INC. Tokyo, JAPAN |
Idea Creation | DENTSU EVENT OPERATIONS INC. Tokyo, JAPAN |
Idea Creation 2 | DENTSU INC. Tokyo, JAPAN |
Idea Creation 3 | BASCULE Tokyo, JAPAN |
Media Placement | DENTSU EVENT OPERATIONS INC. Tokyo, JAPAN |
Media Placement 2 | DENTSU INC. Tokyo, JAPAN |
PR | DENTSU EVENT OPERATIONS INC. Tokyo, JAPAN |
PR 2 | DENTSU INC. Tokyo, JAPAN |
Production | DENTSU EVENT OPERATIONS INC. Tokyo, JAPAN |
Production 2 | DENTSU INC. Tokyo, JAPAN |
Production 3 | BASCULE Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shunsuke Kaga | DENTSU INC. | Creative Director |
Maiya Kinoshita | DENTSU INC. | Copywriter/Scenario Writer |
Kensuke Matsumoto | DENTSU LIVE INC. | Experience Producer |
Kenji Ozaki | DENTSU LIVE INC. | Experience Planner |
Akinobu Takahashi | DENTSU LIVE INC. | Experience Planner |
Nobuo Hara | Bascule Inc. | Lead Experience Director |
Kazuhisa Maegawa | Bascule Inc. | Technical Director/Engineer |
Seiki Nakayama | Bascule Inc. | Technical Producer |
Hiroyuki Mikami | salvo Inc. | Engineer |
Toshiyuki Cho | salvo Inc. | Engineer |
Tetsuhiro Maruyama | Bascule Inc. | Back-end Engineer |
Shojiro Nakaoka | bitztream | Audio Editor |
Mari Yoshida | Bascule Inc. | Production Manager |
Yuto Nagumo | Bascule Inc. | Art Director |
Ryota Jikuya | Freelance | Designer (Web) |
Miyako Ueki | Bascule Inc. | Designer (Web) |
Yuko Katsuta | Bascule Inc. | Front-end Engineer (Web) |
Hironobu Tokai | Freelance | Director (PV) |
Eiku Tamada | Freelance | Cameraman (PV) |
Shingo Nagata | Freelance | Lighting Designer (PV) |
Rina Suzuki | Freelance | Stylist (PV) |
Shinichiro Yamagishi | Japan Media Systems Corporation | MA Mixer (PV) |
Takahiko Kajima | P.I.C.S. Co., Ltd. | Producer (PV) |
Mai Endo | P.I.C.S. Co., Ltd. | Production Manager (PV) |
An immersive, suspenseful "M:I experience" that has never been done before. SHIBUYA FALLOUT - The world's first real-life Audio AR spy game. With Audio AR technology and a suspenseful synopsis, involving terrorists sneaking over a hundred bombs in Shibuya, we seamlessly connected the M:I world and the real world. As IMF agents, players will search and defuse them while avoiding enemy contact. Just like the movie, the mystery identity of the terrorists unravels as the mission progresses.
119 Beacons disguised as terrorist bombs were placed all over the city. Meanwhile, agents were recruited through a online video and website for the upcoming mission. SHIBUYA FALLOUT was held on July 13 (official "Ethan Hunt Day" in Japan), just few weeks before the film release. It consisted of three sessions of the 1hour games. Agents were gathered in a movie theater to be briefed by IMF headquarters, then released into the city with the Audio AR app in their smartphones. Our original rules made the game enjoyable as a group, but just the right difficulty. Such as: ·All agents must defuse 119 bombs collectively. (about 150 agents per session) ·Agent will be eliminated if an enemy is in proximity of agent device. ·App's Map will only show approximate location of bomb. Agent must search area themselves. ·App's bomb-diffusion speed will increase when connected by multi-players
SHIBUYA FALLOUT created an extraordinary experience and opened up a new genre of entertainment. Players were amazed and the media were talking about how this new technology-use would affect our future. - 500 Participants became our advertisement, walking around Shibuya with film's logo on their sunglasses and vest, and sharing their photos on social media. Some even drew a manga about the event. - Over $4M Earned Media - 590M+ Online Impressions - 332 Media Exposures - Featured News Coverage on TV: NHK 5min, TV Tokyo 8min "Audio AR expected to expand to a 5 trillion yen Market" - TV Tokyo
We targeted was the younger generation who isn't familiar to the M:I series, and get them and the media talking about the film through an unforgettable experience using new technology. Audio AR uses signals from Beacons and GPS, triggering users' smartphones play programmed audio that effects reality in some way. We applied this technology to bring the film to life in Tokyo's most youth-populated area, Shibuya. A spy is always accompanied with a trustful technologist/navigator. In the newest M:I film, that right-arm character is Benji Dunn. With Audio AR, we were able to have Benji remotely support our agents through their earpieces. We recorded a variety of scripts with Benji's actual voice-over actor. Then programmed it to play at Beacons (equipped on the bomb or enemy) or appropriate timings, creating an illusion that Benji is communicating to you real-time.