| Title | KAIBUTSUTEKI - NEKKYO - SOUZO - NATSUMATSURI! |
| Brand | MIXI |
| Product / Service | MONSTER STRIKE |
| Category | A02. Rebrand / Refresh of an existing Brand |
| Entrant | AKQA Tokyo, JAPAN |
| Idea Creation | AKQA Tokyo, JAPAN |
| Production | AKQA Tokyo, JAPAN |
| Production 2 | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Production 3 | WACHAJACK Tokyo, JAPAN |
| Production 4 | STURGEON Tokyo, JAPAN |
| Additional Company | MOISTURE Tokyo, JAPAN |
| Additional Company 2 | CONNECTION Tokyo, JAPAN |
| Additional Company 3 | PIANO Tokyo, JAPAN |
| Additional Company 4 | SOUNDROID Tokyo, JAPAN |
| Additional Company 5 | KHAKI Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Hideaki Hara | AKQA | Client Partner |
| Hideyuki Izumi | AKQA | Creative Director |
| Fusanari Masuda | Rabbit | Art Director/Planner |
| Hiroyuki Fukuda | AKQA | Senior Copywriter |
| Junya Takeuchi | AKQA | Senior Communications Planner |
| Furi Sawaki | AKQA | Senior Creative Planner/Creative Technologist |
| Yoichi Goto | AKQA | Senior Client Enablement Manager |
| Kenji Nakato | Creators Group MAC | Graphic Designer |
| Ayano Iizuka | Creators Group MAC | Graphic Designer |
| Tetsuya Sugimoto | kusabi inc. | Graphic Producer |
| Masakazu Tsuru | kusabi inc. | Graphic Producer |
| Kenichi Muramatsu | 55 inc. | Photographer |
| Takeshi Sato | Grand Slam Inc. | Retoucher |
| Kaname Nakamura | amana | Retoucher |
| Kaoru Nakamura | odor | Stylist |
| Satoru Kiyota | TOHOKUSHINSHA FILM CORPORATION | Film Project Manager |
| Ryusuke Matsunobu | TOHOKUSHINSHA FILM CORPORATION | Film Producer |
| Minato Nambu | Freelance | Film Project Manager |
| Yusuke Nemoto | Moisture | Assistant Film Director |
| Yuta Saito | TOHOKUSHINSHA FILM CORPORATION | Film Project Manager |
| Yumika Shimase | TOHOKUSHINSHA FILM CORPORATION | Film Producer |
| Jun Tamukai | CONNECTION | Film Director |
| Jun Tokairin | Moisture | Film Project Manager - Production |
| Yuta Echigo | STURGEON | Cinematographer |
| Tatsuya Furuhata | WACHAJACK | CG/VFX Producer |
| Raichi Hara | WACHAJACK | CG/VFX Line Producer |
| Shinya Igawa | Komabijyutsu | Art Department |
| Kohji Kasai | UpperCrust | Hair and Makeup Artist |
| Tsuneyoshi Kimura | TALENT POWER | Casting Producer/Director |
| Yoshio Komatsu | Jiyuro | Costume Design |
| Masayuki Kubo | CONNECTION | Offline Editor |
| Satoshi Maejima | GZ TOKYO | Mixer |
| Masaki Mizuno | Khaki | Online Editor |
| Yusuke Moriya | WACHAJACK | CG/VFX Director |
| Masanari Oike | Freelance | Lighting Director |
| Takahiro Sakamoto | SCREW | Key Grip |
| Taiyo Sato | AnimationCafe/WACHAJACK | CG/VFX Producer |
| Mayako Shigeta | Freelance | Stylist |
| Chie Terada | TALENT POWER | Casting Planner |
| Keisuke Tominaga | Piano | Music Producer/Sound Designer |
| Junichi Uga | SOUNDROID | Sound Effect Designer |
| Ryo Yamamoto | WACHAJACK | CG/VFX Line Producer |
MONSTER STRIKE is a mobile game that has been a huge hit in Japan since its introduction in 2013. However, multiple competitors entered the playing field and MONSTER STRIKE’s main following is starting to ‘age out’ of the game. MONSTER STRIKE hence actively works on rebranding themselves to become relevant to Gen-Z.
Kaibutsuteki - Nekkyo - Souzo - Natsumatsuri! A digital summer festival hosted in Monster Strike, turning the video game into the go-to place for Japan’s Gen-Z, providing them with a platform to gather, celebrate and compete with each other. Monster Strike collaborated with famous Japanese creator Cookie to design a completely new in-game stage, and made it the center point of a variety of digital events and activations. The festival stage was announced to the wider audience by launching a TVC that depicted an animated top-notch summer festival parade led by Cookie followed by a number of popular Monster Strike characters It sparked a welcoming sense of endless fun and entertainment, all taking place inside the rejuvenated Monster Strike universe style, inviting Japan’s confined at home Gen-Z to digitally march along.
The TVC was created and launched within 1 week, it lasted from 03/08/2020 until 02/09/2020, the tvc itself was aired 3229 times across Japan. The following components were part of the deliverable. Game Development — A collaboration with Cookie, famous Japanese comedian and artist was established to craft a completely new in-game stage for Gen-z to gather, compete and celebrate. TVC/Digital Ad — The ad depicted a summer festival parade so festive that it could be spotted from space. OOH GR — Several MONSTER STRIKE monster parade advertisements bombarded Tokyo’s bustling Shibuya neighborhood. Activation — After interacting with the new in-game stage, people were invited to participate in a lottery by sharing their unique lottery ticket numbers on Twitter, people had the chance to win an exclusive by Cookie and 9 other famous japanese artists designed monstrous big T-shirt.
No.1 & 2 trending topic on Twitter — Campaign received nationwide attention as both #monsto and #againgacha were the top two trending topics on Twitter in Japan on the day it launched. +60 million yen PR value — The campaign was discussed on several popular breakfast TV shows and in offline media across the nation, summing the PR value up to more than 60 million yen. Net sales 17.2% YOY increase / Profit 132.3% YOY increase — Contrary to the decline in sales predicted by analysts, MONSTER STRIKE year-on-year sales and profit increased by 17.2% and 132.3% respectively.