NINJA TRICKS IN SHIBUYA

Short List
TitleNINJA TRICKS IN SHIBUYA
BrandNTT DOCOMO, INC.
Product / ServiceWOW! JAPAN
CategoryC01. Animated Digital Screens
EntrantADK CREATIVE ONE Tokyo, JAPAN
Idea Creation ADK CREATIVE ONE Tokyo, JAPAN
Media Placement AIM CREATE CO. Tokyo, JAPAN

Credits

Name Company Position
Toru Fujii ADK Creative One Inc. Senior Creative Director
Shiho Ishikawa ADK Creative One Inc. Creative Director
Keiko Oda ADK Creative One Inc. Copywriter
Akira Kobayashi ADK Creative One Inc. Agency Producer
Tsutomu Horiuchi ADK Marketing Solutions Inc. Account Executive
Mao Minamide ADK Marketing Solutions Inc. Account Executive
Satoru Ikeda ADK Creative One Inc. Producer
Kei Takeda ADK Creative One Inc. Production Manager
Jyunya Sasada ADK Creative One Inc. Production Manager
Naoya Yamaguchi Hat INC. Director
Dai Kawai Free lance Cameraman
Takahiro Ogura Kokihihumi Cameraman
Yuzuru Nikaidou Free lance Lighting
Akito Furukawa Free lance Stage design
Tomonori Kaneda ADK Creative One Inc. Editor
Takeshi Yamamoto ADK Creative One Inc. Editor
Tomohiko Ezoe ADK Creative One Inc. Sound Design Arrangement
Ayano Takemure ADK Creative One Inc. Sound Design Arrangement
Kou Shimizu ADK Creative One Inc. Web Planner
Tamotsu Sasaki ADK Creative One Inc. Web Director
Noboru Arai Free lance Web Designer
Mari Nakaya Free lance Coding

Write a short summary of what happens in the ambient or digital execution or campaign.

A surprising experience was provided to inbound tourists through an optical illusion movie shown on a huge 10-meter-high digital screen on the wall of a building facing a busy intersection. Various tests were conducted, to make backgrounds that matched the daytime and night-time colors of the building wall, and Ninja tricks were shown. The camera above the large outdoor screen detected the traffic signal, and started the movie as the lights turned red. People waiting at the traffic signal saw the Ninja appear and perform traditional Ninja tricks. The minute they thought the Ninja was just an illusion, a real Ninja appeared.

Cultural/Context information for the jury

The targets for WOW! JAPAN are inbound tourists to Japan, which have increased in number to top 30 million in 2018. Research* shows that 98.7% of non-Japanese are aware of Ninjas and 63.1% believe they still exist. To provide surprise for the target who seek cultural and traditional experiences, an optical illusion movie with a Ninja, was created. A traditional Ninja appeared in Shibuya, which is a symbol of cosmopolitan Tokyo. The execution utilized innovative Japanese digital technology for the optical movie, providing an unexpected experience. And content answered to the target who came to Japan to also see the traditional side.

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