A LIFE WITH WALK

Bronze Spike
TitleA LIFE WITH WALK
BrandSQUARE ENIX
Product / ServiceDRAGON QUEST WALK
CategoryA01. Fiction & Non-Fiction Film: Up to 5 minutes
EntrantCHERRY Tokyo, JAPAN
Idea Creation CHERRY Tokyo, JAPAN
Production CONNECTION Tokyo, JAPAN
Additional Company ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN

Credits

Name Company Position
Kensuke Harada CHERRY Creative Director/Copywriter/Scriptwriter/Creative Planner
Yuto Tamura TM Inc. Art Director
Akinori Suzuki CHERRY Business Producer
Hideki Nakashima ADK Marketing Solutions Account Executive
Jun Onoda ADK Marketing Solutions Account Executive
Kazukiyo Fujii ADK Marketing Solutions Account Executive
Takashi Murakami A-Bridge Casting
Kouichi Wakui ADK Creative One Strategic Planner
Reiko Abe ADK Creative One Strategic Planner
Takashi Aso CONNECTION INC. Headlight div. Producer
Michio Furukawa CONNECTION INC. Headlight div. Production Manager
Yukihiro Morigaki KUJIRA Director
Yuta Suzuki KUJIRA Assistant Director
Mikiya Takimoto MIKIYA TAKIMOTO PHOTOGRAPH OFFICE Director of Photography
Takashi Ideguchi freelance First Assistant Camera
Kei Kimura Reign Digital imaging technician
Norikiyo Fujii freelance Lighting designer
Satoshi Hori freelance Gaffer
Yukiko Kuribayashi KUJIRA Production Designer
Tsunenobu Tsukimura T2trust Grip
Ryo Takahashi SPACE HYAKKA Location Coordinator
Takashi Yamamoto freelance "Kei Tanaka" Stylist
Satoru Ohashi VANESSA+embrasse "Kei Tanaka" Makeup and Hair
Akihito Tokura holy "Tomoya Nakamura" Stylist
E miy freelance "Tomoya Nakamura" Makeup and Hair
Megumi Mochizuki freelance "Subcast" Stylist
Risa Sawada freelance "Subcast" Makeup and Hair
Kenichi Hirai KUJIRA Off-line Editor
Kohei Sudo garakuta On-line Editor
Masayuki Inomata garakuta Sound Mixer
Sakura Katsumata garakuta Sound Effects
Kazuyoshi Tonami YUGE Music Producer
Taiki Kawakami CHERRY Project Support
Keiko Oda ADK Creative One Translator

Why is this work relevant for Entertainment?

This game is not just about enjoying the game itself, but provides a way to connect with loved ones in the real world. The film tied the path of the game with the Walk of Life, to convey that anyone can easily turn their daily lives into adventure. This allowed us to create a film that is more than an ad but an emotional, entertainment film that engaged the target. As a result, in only 3 days from the initial upload on YouTube, there were over 10 million views and numerous mentions on SNS.

Background

Dragon Quest Walk is the location-based Augmented Reality mobile game from the globally popular Japanese role-playing game series that has sold 80 million in 35 years. The brief was to come up with an idea to commemorate the 1st anniversary, and the target was game-players who have not tried this game.

Describe the creative idea

Dragon Quest Walk is a location-based and Augmented Reality mobile version of the globally popular Japanese role-playing game, Dragon Quest. This promotional drama was created to announce the one-year anniversary from launch. In order to have our target realize that they can easily change their lives into adventure through this game, the path this game has walked, is connected to the walk of Life. Because many Japanese people are unable to outwardly express love, especially to those very close, we wanted the target to enjoy the feature of this game by moving together with another player. The strategy was to enable players to utilize this game as a communication tool to strengthen the bond with their family or loved one. This drama shows brothers who lost their father early, growing up caring about each other, and is a manifestation of the concept of this game, Life is a Quest.

Describe the strategy

The aim was to convey that this is not just any game, but one that allows players to experience values that can become part of their lives. Therefore, the walk through the game was expressed as the walk through life. The game is about moving around easily with someone, and that is why the strategy was taken to utilize this feature and suggest players to play this game together with someone close as a trigger to strengthen the bond or connection with them. This is based on the target insight, that Japanese people are very shy and bad at expressing feelings of love and care.

Describe the execution

The idea was to create a real-life drama of brotherly love that becomes deeper through a realistic adventure game. In order to connect the walk of the adventure game and the walk of life, the decision was made to depict the real everyday-lives of the players, not the world inside the game. Game-loving brothers who lost their father at an early age face many challenges in life, but grow as they help and care for each other and through this real adventure game, strengthen their bond. This drama is a manifestation of the concept of this game, Life is a Quest. The two actors playing the brothers are extremely popular in Japan, and are known as actual big fans of Dragon Quest. Their roles were taken up enormously in SNS, and in just 3 days from the first upload onto YouTube, views exceeded 10 million.

Describe the outcome

1) More than 10 million views on YouTube in the first 3 days from upload 2) The most LIKEs in the history of the DRAGON QUEST Japan channel 3) More than 45,000 tweets in social media 4) There was media exposure in more than 600 publications 5) Sales of the game went up 50% 6) Monthly Active Users went up 300,000

Links
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