DEPARTMENT OF SIMCITY BUILDIT STATIONERY KIT

Short List
TitleDEPARTMENT OF SIMCITY BUILDIT STATIONERY KIT
BrandKOBAYASHI CITY, ELECTRONIC ARTS K.K
Product / ServiceSIMCITY BUILDIT
CategoryB01. Publications & Brand Collateral
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
PR 2 DENTSU PUBLIC RELATIONS Tokyo, JAPAN
Production TAKI CORPORATION Tokyo, JAPAN
Production 2 HANABI-YA Miyazaki, JAPAN
Production 3 TOW CO.,LTD Tokyo, JAPAN
Production 4 TYO DRIVE Tokyo, JAPAN

Credits

Name Company Position
Yasuharu Sasaki Dentsu Inc. Executive Creative Director
Akira Suzuki Dentsu Inc. Creative Director
Yusuke Koyanagi Dentsu Inc. Creative Director / Art Director
Kenta Isobe Dentsu Inc. Copywriter / Planner
Koyu Numata Dentsu Inc. Copywriter
Takahiro Onishi Dentsu Inc. Art Director
Hiroshi Kikui Dentsu Inc. Account Executive
Mako Nakamura Dentsu Inc. Account Executive
Takashi Kibe TOW CO.,LTD Producer
Satoshi Kato TOW CO.,LTD Production Manager
Kiminori Soga TOW CO.,LTD Production Manager
Kazuki Ohashi TOW CO.,LTD Production Manager
Kiichi Tohyama HANABI-YA Director
Kana Nukumizu HANABI-YA Film Production Manager
Haruki Uchida TAKI corporation Graphic Producer
Yuki Yoshimura TAKI corporation Designer
Yohei Nemoto Dentsu Public Relations Inc. PR Planner
Yuki Saito Dentsu Public Relations Inc. PR Planner
Suguru Kato Dentsu Public Relations Inc. PR Planner
Yuta Harasawa TYO-drive Film Producer
Kazunori Kato TYO-drive Film Producer
Yoshie Harada TYO-drive Film Production Manager
Tomomi Komazaki TYO-SPARK Director
Shunichi Yamashita SHOEI INC. Producer
Naoki Ibusuki Neuromagic Co., Ltd. Web Producer

Background

Kobayashi City in Miyazaki prefecture was designated as a "city at risk of disappearing" in 2014 by the Japan Policy Council's Depopulation Problem Subcommittee. Overall, Miyazaki Prefecture leads all other 47 prefectures across Japan in terms of 2016 and 2017 high school graduate outflow rates, making efforts to stem the outflow of people from Kobayashi and Miyazaki a serious issue. To inculcate an interest in city planning among the younger generation, brand new solution was needed.

Describe the creative idea (40% of vote)

We established “Department of SimCity BuildIt” in Kobayashi city Miyazaki prefecture as a totally new regional creation project in cooperation with Electronic Arts K.K making SIMCITY BUILDIT. The Department is an initiative approved by the Mayor aimed at creating a new city using SimCity BuildIt to facilitate discussions about an ideal city. Comprehending and envisioning plans for urban development through conventional documentation is a difficult task. The visualization enjoyed in popular video games is, well, game changing. It allows everyone to join in the discussion and planning process. The department is a virtual organization that encourages younger generations to think about city planning. It is staffed by Mayor, Kobayashi City employees and students from Kobayashi-shuho High School. Its workshops began in late September 2018, These Department workshops began in late September, and over the course of approximately three months, students created their ideal city.

Describe the execution (40% of vote)

We established “Department of SimCity BuildIt”.We created a mechanism to learn about our city like enjoying the game.Most of the members of the section are local high school students.In order to make them motivated to be deeply involved in activities as a member of the department, we created an innovative government tool.The image of traditional government agencies is different, and they unify all the tools in the design of a colorful building, and express newness and fun.Business cards and envelopes are in the form of buildings. We can line it up to make a city.We embodied the activities of "Department of SimCity BuildIt".Chemical change is caused by 13 different colors of paper and ink with different colors and sensitivities, and it expresses the diversity of real city buildings.Their business cards and can badges contain their names.Uniforms, mugs and smartphone cases were unified to increase the team's motivation.

List the results (20% of vote)

・Advertising expenditures in terms of the amount was about 300 millions. ・350+ MEDIA EXPOSURE ・250M MEDIA IMPRESSION This campaign increased app downloads by 275%.The proposed ideas for urban planning by the SIMCITY Department were approved, and cloud funding in support of implementation will start in June 2019. A plan created by high school youths using a virtual game is changing the real world. On top of this success, other governments have started showing interest, and Kariya City in Aichi Prefecture is planning on establishing a SIMCITY department in 2019. * For personal information protection, We change the account names of twitter in casefilm to fictitious name.