"THE OCEAN: FUTURE MASTERPIECES" EXHIBITION

Grand Prix

Case Film

Presentation Image

Title"THE OCEAN: FUTURE MASTERPIECES" EXHIBITION
BrandYOKOHAMA HAKKEIJIMA INC.
Product / ServiceSENDAI UMINO-MORI AQUARIUM
CategoryI07. Corporate Purpose & Social Responsibility
EntrantDENTSU LIVE INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 DENTSU DIGITAL INC. Tokyo, JAPAN
Idea Creation 3 DENTSU LIVE INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production DENTSU DIGITAL INC. Tokyo, JAPAN
Production 2 DENTSU LIVE INC. Tokyo, JAPAN
Production 3 PICT Tokyo, JAPAN
Production 4 DENTSU ON DEMAND GRAPHIC INC. Tokyo, JAPAN
Production 5 DENTSU CREATIVE FORCE Tokyo, JAPAN
Post Production VONS PICTURES Tokyo, JAPAN

Credits

Name Company Position
Hiroki Nakamura Dentsu Digital Inc. Advisor
Susumu Namikawa Dentsu Digital Inc. Chief Creative Officer
Fumi Annoura Dentsu Digital Inc. Art Director
Kazuya Kishimoto Dentsu Digital Inc. Communication Designer
Kenji Ozaki DENTSU LIVE INC. Planner
Naruki Higashi DENTSU INC. Copywriter
Takuma Kawada Dentsu Digital Inc. Copywriter
Kaisei Soma DENTSU INC. PR Planner
Ryota Kotoge DENTSU CREATIVE FORCE INC. Producer
Tabito Furusawa PICT INC. Director
Yoshiyuki Dobashi PICT INC. Producer
Ryuichi Ishikawa Dentsu Digital Inc. Programmer
Toshiya Maeda Dentsu Digital Inc. Editor
Shinichiro Suzuki Dentsu Digital Inc. Programmer
Masakatsu Ito DENTSU ON DEMAND GRAPHIC INC. DESIGNER
Kodai Kuroha DENTSU ON DEMAND GRAPHIC INC. DESIGNER
Yu Matsumoto DENTSU ON DEMAND GRAPHIC INC. DESIGNER
Makoto Wada DENTSU ON DEMAND GRAPHIC INC. DESIGNER
Daisuke Isozaki VONS PICTURES, INC. RETOUCHER
Teppei Nezu VONS PICTURES, INC. RETOUCHER
Mutsumi Yokoyama VONS PICTURES, INC. RETOUCHER
Tae Yoshioka VONS PICTURES, INC. RETOUCHER

Background

Sendai Umino-Mori Aquarium, with its symbiosis with nature, has so far been close to local people and nature through exhibits that express the connection between the sea, and people. Japan is the world's second-largest container plastic waste per person for marine pollution caused by microplastics, but no radical solution has yet been proposed. As a result of the investigation, it was found that the root cause of this problem is in the insight that “I do not feel close to you”. Therefore, the goal of the project was in finding scenes of plastic pollution that would strike closer to home.

Describe the strategy

The plastic pollution in our oceans is a global problem. Sendai Umino-Mori Aquarium, an aquarium with the theme of symbiosis with nature, holds a special exhibition “The Ocean: Future Masterpieces” to appeal to public opinion the seriousness of this problem from Sendai bordering the Pacific Ocean. So we first selected seven of the most famous painting in the world depicting the beauty of the ocean. Then we used a simulation to estimate the volume of plastic waste in our oceans in the year 2050. Finally, we had an AI study the seven works – as well as the simulation’s results – and recreate every painting as if produced in the year 2050. Then, we displayed the works at the Sendai Umino-Mori Aquarium.

Describe the execution

We realized that the general public was more likely to have experienced beautiful scenes of the ocean through art than through in-person experience. So, we first selected seven of the most famous paintings in the world depicting the beauty of the ocean. Then, we used a simulation to estimate the volume of plastic waste in our oceans in the year 2050. Finally, we had an AI study the seven works – as well as the simulation’s results – and recreate every painting as if produced in the year 2050. We trained the AI over 200,000 times to replicate the brushstrokes of each artist using a machine learning algorithm called Neural Style Transfer. To make the brushstrokes more realistic, we printed these paintings with a 3D printer in the same size as the original painting. Then, we displayed the works at the Sendai Umino – Mori Aquarium.

List the results

Thirty thousand people visited the exhibition in just the first ten days. News websites, TV, newspapers, and other media gave the event extensive exposure. The exhibition was so well received that we are planning to have it tour overseas. Inspired by the project, Christian Lassen—one of the original works’ artists—organized similar charitable fundraising during an exhibition of his works that toured across Japan. “This is not about the distant future. We hope the exhibition will give visitors food for thought.” – Sankei Shimbun newspaper “It made me want to review our relationship to the oceans.” from Twitter. “I hope Mr. Lassen will never have to paint such a picture.” from Twitter.

Please tell us how the brand purpose inspired the work

Sendai Umino-Mori Aquarium, with its symbiosis with nature, has so far been close to local people and nature through exhibits that express the connection between the sea, and people. Japan is the world's second-largest container plastic waste per person for marine pollution caused by microplastics, but no radical solution has yet been proposed. To maintain this symbiosis in the future, we have held this exhibition in the hope that local people will learn about reality and change their attitudes.

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