Describe the creative idea

We ran a campaign to turn the new street watch brand WW into one that is recognized as a symbol of the street culture community in just one month, by publicizing its debut to youths engaged in street culture. We focused on the street sports community, which is often used in ads by youth-oriented brands and used their insight, “We want to skate on the streets, where the sport comes from, not just in parks and in competitions or in ads.” We released a web movie “Who Owns the Streets?” which showed the brand’s mascot WW Man in a mask skating freely through Shibuya, Tokyo, the epicenter of Japan’s street culture. At the same time, we placed figurines of WW Man in action throughout Shibuya. We also opened WW Man's Instagram account. We posted images of him living in Shibuya.

Describe the execution

We developed the masked mascot WW Man and released a web movie, "Who Owns the Street?" which showed him skating freely through Shibuya, Tokyo, the epicenter of Japan's street culture. At the same time, we placed figurines of WW Man in action throughout Shibuya. Anyone finding one could see an AR movie by scanning it with their smartphone, which prompted them to visit a special site where they could see WW Man skating the streets unchallenged. We later revealed that the masked man was Japan's top inline skater, and brought an element of surprise and created a topic of conversation by also disclosing that we used WW Man's motion capture data in the VFX scenes.