PERFORMING NATIONAL TREASURE

TitlePERFORMING NATIONAL TREASURE
ClientKENNINJI
Product / ServiceFUJIN RAIJIN (NATIONAL TREASURE)
CategoryB02. Use of Ambient Media: Large Scale
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN

The Campaign

This famous depiction of the wind and thunder gods was painted more than 400 years ago. In partnership with Microsoft, Kenninji Temple used mixed reality technology to revitalize it by turning it into an interactive exhibit. 3D capturing technology was used to make the storyteller, one of the temple priests, appear to be physically present as he spoke. Visitors were entertained by the story behind the painting. They also got to compare it across time and space with other works created in homage to it. They were immersed in a series of interactive experiences that stirred their imaginations. Visitors had fun exploring the painting’s background in greater depth.

The Brief

Overall budget is around 35million yen(317000$). Breakdown of costs are Mixed-Reality (MR) technology training cost 5million yen(45,500$ ) @Seattle , 3D human film shoot fee 5million yen @Seattle, MR contents production fee 20million yen@Tokyo, event fee 5million yen@Kyoto. There was no paid Media budget. The time line was April 2017 Project Start, May-June 2017 Prototype creation 1, July 2017 Press release, August-September Prototype creation 2, October 2017- January 2018 real production, Feb-March 2018 Event implementation. And the Placement of the production was done in Japan(Kyoto, Tokyo), and U.S.(Seattle with Microsoft). The event was implemented in Kyoto, Japan. The scale of the event was 6days (Feb 22 – March 2), approx.400people experienced the event and there were 140million yen media exposure with not paid media.

Creative Execution

In partnership with Microsoft, Kenninji Temple used mixed reality technology to revitalize it by turning it into an interactive exhibit. 3D capturing technology was used to make the storyteller, one of the temple priests, appear to be physically present as he spoke.

Describe the success of the promotion with both client and consumer including some quantifiable results

People flocked to the temple. Tickets sold out right away. The event attracted extensive media coverage. 5 TV news shows, 13 newspapers and 186 online news reports got exposed worth total 140million yen. This new interactive way of experiencing artworks could be applied to other artworks and cultural properties through out the world. A classic artwork from over four centuries ago was transformed into cutting-edge interactive content.

Explain why the method of promotion was most relevant to the product or service

Kenninji Temple, houses many historic artworks including a National Treasure, but hadn’t convinced the public how worth seeing they were. In partnership with Microsoft, Kenninji used mixed reality technology to revitalize it by turning it into an interactive exhibit. Visitors were entertained by the story behind the painting. They were immersed in a series of interactive experiences that stirred their imaginations. Visitors had fun exploring the painting’s background in greater depth. A classic artwork from over four centuries ago was transformed into cutting-edge interactive content, which drives participants to a special Brand Experience.

Our target is the people who aren’t interested in historical art. Young viewers are the main part of it. Japanese art include lots of meanings inside its blank space. So normally audience cannot realize its meanings without reading descriptions. But that kind of target don’t want to read long descriptions, so they only could understand superficial meanings. We try to change that kind of situation by using latest technology called ‘Mixed Reality”. We expressed the real meaning of the historical art by MR, including the background, what the drawer want to say by that blank space and cultural meanings lead from the old times. We also utilized the interactive aspect lead by MR technology, so that when the audience made action by fingers, hidden motif appears. They could deeply understand the art through entertaining experience. We have changed authentic arts appreciation into a brand new interactive experience.

Credits

Name Company Position
Kazuhiro Suda HAKUHODO Inc. EXECUTIVE CREATIVE DIRECTOR
Yoshiya Okoyama Wise inc. EXECUTIVE CREATIVE DIRECTOR
Airo Takanohashi HAKUHODO Inc. EXECUTIVE CREATIVE DIRECTOR
Takahiro Eguchi HAKUHODO Inc. CREATIVE DIRECTOR
Masako Shimizu HAKUHODO Inc. Copywriter
Keita Kojima HAKUHODO Inc. ARTDIRECTOR
MASAHARU KAMETANI HAKUHODO Inc. DIGITAL CREATIVE CURATOR
Shohei Oishi HAKUHODO Inc. Copywriter
KOUSUKE SERA HAKUHODO Inc. Technical Managing Director
Takashi Hayama HAKUHODO Inc. BUSINESS PRODUCER
Keiichi Takahashi HAKUHODO Inc. PR MANAGER
Shintaro Mizoi HAKUHODO PRODUCT'S INC. DIRECTOR
Hiroaki Miya HAKUHODO PRODUCT'S INC. PR PRODUCER
Isao Akita HAKUHODO PRODUCT'S INC. GENERAL MANAGER
YUKI HIROHA Wise inc. PRODUCER
GO MATUSMOTO GRANDRIDDIM DIRECTOR
DAIGO HATTA HAKUHODO Inc. Technical Managing Director
YOSHIYA SHINBA HAKUHODO PRODUCT'S INC. xR Engineer
MOE YAMAMOTO HAKUHODO PRODUCT'S INC. xR Engineer
RIKAKO FUKUDA HAKUHODO PRODUCT'S INC. PRODUCER
MANAMI ISHII HAKUHODO PRODUCT'S INC. PR PRODUCER
KAZUHIRO TUKAYOSHI HAKUHODO PRODUCT'S INC. Event Producer
NAOSUKE NOMURA HAKUHODO PRODUCT'S INC. Event Producer
YOSHIKAZU TAKANO GRANDRIDDIM Video Producer
JUNICHIRO OMODA HAKUHODO PRODUCT'S INC. Assistant CG Producer
TOMOMI OKA HAKUHODO PRODUCT'S INC. Assistant CG Producer
AKIHIRO MIYAO GROUNDRIDDIM Camera, Editor
TOSHIMITI ASANO Kenninji Zen Monk