Cannes Contenders: TBWA\Hakuhodo Japan
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
TBWA\Hakuhodo Japan
‘Selfies’ have become a beloved part of travel for many around the world, but the main challenge is the limited view a selfie can capture. With the ‘GIGA Selfie’, an idea launched by Tourism Australia, people can now dramatically expand their self-portrait perspectives and capture more of the iconic landscapes of Australia. The service is simple – stand on a designated ‘GIGA Selfie spot’ and press the shutter button via an app on your smartphone. The camera, positioned more than 100 meters away, takes and combines 600 photos through a special application, before sending the “GIGA Selfie” via email within 2 minutes.
TBWA\Hakuhodo Japan
Nissan launched the ‘Intelligent Parking Chair’, using expertise inspired by its Intelligent Parking Assist Technology, that allows drivers to effortlessly park vehicles using automatic steering. The ‘Intelligent Parking Chair’ is an office chair that can automatically reset to its original position to keep offices tidy. It is fitted with a 360 degree motorised roller system, and uses four ceiling cameras to generate a ‘bird’s-eye view’, in order to wirelessly transmit the chair’s position and route to destination. Rather than targeting car enthusiasts, Nissan was able to promote the Intelligent Parking Assist Technology to a day-to-day drivers, by demonstrating through a simple daily object – the chair.
TBWA\Hakuhodo Japan
Kurashiki Central Hospital, one of the largest hospitals in the western Japan, introduced a disruptive recruitment processes called Surgeon Tryouts that helps to identify the most skilled surgeons – using sushi, origami cranes and insects. Top surgeons require dexterity, keen eyesight, nerves of steel, as well as the ability to persevere through tremendous stress and pressure, but conventional medical schools in Japan focus heavily on knowledge from books, and focus too little on essential hands-on surgical practice. The tryout revealed the potential and uniqueness of the students, that ordinary written exams and interviews could not show.
McDonald’s: McNOW
TBWA\Hakuhodo Japan
Ads can be more relevant and effective if they are customised to where and when the audience see them. TBWA\Hakuhodo Japan and McDonald’s worked with Google to develop an Automatic Live Banner Generator, by analysing McDonald’s sales data and combining them with everyday life data (location, time, weather, temperature). It produced live banner ads, providing perfect recommendations for where and when you see them. Digital coupons with the recommended items were distributed, which could be used at the nearest restaurant straight away! The campaign recently won a Gold for Data & Analytics at the Asian Marketing Effectiveness and Strategy Awards.
TBWA\Hakuhodo Japan
Lyrical School, a new Japanese idol group, released their debut music video for their hit song, ‘Run and Run’. With the insight that Japanese teenagers regularly enjoy watching videos on their mobile phones but prefer not to tilt their screen horizontally, the music video was shot in vertical aspect, with most of the filming done using a smartphone to imbue a sense of familiarity. Through creative editing, the imaginative video makes the viewers believe that the pop idol group has hacked into their smartphones – showing the six members of Lyrical School running through the viewer’s smartphone apps. Experience the music video on your smartphone!
TBWA\Hakuhodo Japan
In Japan, even though the number of car accidents consistently reduce year on year, there are still many tragic car-related cat deaths. They love to squeeze into small warm spaces and often hide under the heated hoods of cars during the winter months. Unnoticed cats can suffer grave injury or even be killed when drivers start their cars. Nissan’s ‘Knock Knock Cats’ campaign reminded drivers to simply knock on the car hood before entering their vehicles, to save the lives of our four-legged friends. The campaign became a huge hit on social media with cat-lovers, who have even created their own stickers, posters, Illustrations, and manga to show their support.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.