Title | AI MANGA ~TEZUKA2020~ |
Brand | KIOXIA CORPORATION |
Product / Service | CORPORATION ADVERTISEMENT |
Category | D05. Multi Channel Experience |
Entrant | WUNDERMAN THOMPSON TOKYO, JAPAN |
Idea Creation | WUNDERMAN THOMPSON TOKYO, JAPAN |
Media Placement | KODANSHA Tokyo, JAPAN |
Production | WUNDERMAN THOMPSON TOKYO, JAPAN |
Production 2 | GEEK PICTURES INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Takayuki Niizawa | Wunderman Thompson Tokyo | Chief Creative Officer |
Shinichi Niizeki | Wunderman Thompson Tokyo | Creative Director |
Tetsuya Mita | Wunderman Thompson Tokyo | Senior Copy Writer |
Satoko Iida | Wunderman Thompson Tokyo | Associate Creative Director |
Haruka Kawazoe | Wunderman Thompson Tokyo | Designer |
Daisuke Tsutsui | Wunderman Thompson Tokyo | Account Director |
Mihoko Mori | Wunderman Thompson Tokyo | Account Manager |
Mitsuru Sato | Wunderman Thompson Tokyo | Strategic Planning Director |
Asami Hirano | Wunderman Thompson Tokyo | Strategic Planner |
Hidemitsu Yokoi | Wunderman Thompson Tokyo | Creative Business Producer |
Kazuma Uesu | GEEK PICTURES INC. | Pruducer |
Yuya Matsuno | GEEK PICTURES INC. | Production Manager |
Ren Ando | GEEK PICTURES INC. | Production Manager |
Toshiba Memory Corporation, a world-renowned semiconductor memory manufacture, decided to change its name with the intention to show the world of its transformation from a mere manufacturer to a technology company with semiconductor memory at its center. However, no matter how much they proclaimed their new company name, KIOXIA, the true intent cannot be conveyed. Therefore, we decided to create evidence. Tapping into KIOXIA’s technology, we attempted to deliver a never-seen-before creative and bring news full of unprecedented surprises and joy to the world.
Our intention was to prove that the advanced technology such as deep learning, AI and robotics were not evil, but are beneficial, inspiring and exciting for humans. With this aim, we selected Osamu Tezuka as he is admired nationwide as the god of Manga but also inspired readers with robots or futuristic cities in his work. He once said, “Whether technology turns out to be good or bad depends on the people using it”. This is what KIOXIA Corporation attempted to emphasize through this project.
We digitalized 150,000 pages of Osamu Tezuka’s drawings and attempted to create characters by machine learning faces through GAN (Generative Adversarial Network). Through learning the short stories by Tezuka, we also analyzed characters, settings and plots in 13 layers to create new plots by combining them. Based on the characters and plots created by AI, the project team members led by Macoto Tezuka, the eldest son of Osamu Tezuka, provided feedback to the AI to implement key elements that are unique to Tezuka’s work. Then, Manga artists such as the former assistants of Tezuka gave the finishing touches. It was published in a popular Manga magazine, WEEKLY MORNING with an annual circulation of 800,000, and delivered to readers. We intentionally avoided a digital outlet because Manga in the era of Tezuka used to be printed on paper.
This project was featured by over 500 media vehicles including almost every TV station in Japan. Media exposure was worth more than 1 billion JPY with 500% increase in Brand Recognition and 1100% increase in Brand Favorability. It also generated buzz in social media, mainly Twitter. The project was unique in not only creating news but also provoking public debates. Tsutaya Bookstore, an popular cultural hub in Tokyo, asked for collaboration, and held a 2-week event to introduce the outline of the project in their store with installations created in the form of giant Manga.