• SUB CATEGORY :
    BEST USE OF GAMES
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • ENTRY TITLE :
    GLICODE
  • BRAND :
    GLICO
  • ADVERTISER :
    EZAKI GLICO COMPANY, LIMITED
  • AGENCY :
    DENTSU INC., TOKYO/GOOGLE ZOO, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    YASUHARU SASAKI
  • CREATIVE DIRECTOR :
    HIROSHI KOIKE
  • CREATIVE :
    RYUTARO SEKI/KAZUYOSHI OCHI/MOE GOTO/GENE BRUTTY/TIM SEDDON
  • CREATIVE TECHNOLOGIST :
    SHINTARO MURAKAMI
  • ART DIRECTOR :
    KENTARO SAGARA/YOSHIHIRO SO
  • ACCOUNT EXECUTIVE :
    SHIGENARI KATO/MITSUKI YOSHIDA
  • CREATIVE STRATEGY :
    JOE FRY
  • AGENCY PRODUCER :
    NARU KUDO/YOSUKE SUZUKI/KOJIRO FUKAMI/BRYAN TANAKA
  • FILM PRODUCTION COMPANY :
    ROBOT COMMUNICATIONS INC., TOKYO
  • DIRECTOR :
    MITSUGU MATSUMOTO
  • CAMERA :
    AKIHIRO YOSHIDA
  • GAFFER :
    RYU MATSUMURA
  • EXECUTIVE PRODUCER :
    YASUHIRO KAWASAKI
  • PROJECT MANAGER :
    SHINJI NOMURA
  • COMPUTER GRAPHICS :
    BIRDMAN
  • CASTING :
    KETTLE INC.
  • SPECIAL EFFECTS COMPANY :
    BIRDMAN INC., TOKYO
  • DIRECTOR :
    YOICHI KANAZAWA
  • CG DESIGNER :
    YUTA YAMADA
  • PROJECT MANAGER :
    HARUKA YOKOKAWA
  • APP DEVELOPER :
    YOHEI KAJIWARA/TAKANORI KAWAI/HAYATO KUNO/NAOKI ASO
  • SOUND PRODUCTION COMPANY :
    WONDROUS INC., TOKYO
  • SOUND DESIGNER :
    ONO YUKI
  • MUSIC COMPOSER :
    ONO YUKI
  • PRINT PRODUCTION COMPANY :
    COCONOE INC., OKAYAMA
  • DESIGNER :
    YOSHIHIRO SO/YOSHIMI KANO
  • MARKUP ENGINEER :
    MASAHIKO OKUZAKI/REIKO IGO
  • SYSTEM ENGINEER :
    TAKASHI OKADA
  • CAMPAIGN SUMMARY :
    AS A COMPANY, GLICO STRIVES TO SUPPORT THE GROWTH AND DEVELOPMENT OF CHILDREN. BUT WE WANTED TO CREATE SOMETHING WITH UTILITY THAT TRULY AIDED A CHILD’S DEVELOPMENT. JAPAN INTENDS TO MAKE PROGRAMMING EDUCATION COMPULSORY BUT AS OF YET IT’S STILL TO BE IMPLEMENTED. THEREFORE, MANY CHILDREN ACROSS THE COUNTRY DON’T HAVE THE OPPORTUNITY TO LEARN PROGRAMMING AND HAVE A LOW AWARENESS OF IT. WE PROPOSED A NEW LEARNING METHOD THAT ENCOURAGES CHILDREN AS YOUNG AS 5 TO START LEARNING ABOUT CODE. GLICODE IS THE FIRST EVER EDUCATIONAL APP THAT USES ADVANCED IMAGE RECOGNITION TO TURN CANDY INTO CODE TO TEACH KIDS THE FUNDAMENTALS OF PROGRAMMING. EVERY PACKET OF POCKY, BISCO AND ALMOND PEAK TURNS INTO A BITE-SIZED PROGRAMMING LESSON IN WHICH KIDS LAY OUT AND ARRANGE THEIR SNACKS, CAPTURE THE SEQUENCE WHICH THEN TURNS INTO CODE TO CONTROL A GAME.
    THE APP COVERS THREE BASIC PROGRAMMING PRINCIPLES: "SEQUENCES", "CONDITIONALITY" AND "LOOPS". WE DESIGNED THIS EASY TO UNDERSTAND VISUAL LANGUAGE SO THAT KIDS CAN ARRANGE THEIR SNACKS TO AUTOMATE REPETITIVE INSTRUCTIONS [LOOPS], AND ASSIGN ACTIONS TO SPECIFIC TRIGGERS [CONDITIONS, IF], MAKING GLICODE
    A REAL PROGRAMMING LANGUAGE WITH ENDLESS POSSIBILITIES. TOGETHER WITH ELEMENTARY SCHOOLS ACROSS JAPAN WE’VE CONDUCTED WORKSHOPS AND EXTRACURRICULAR PROGRAMS IN CRAM SCHOOLS TO INCREASE AWARENESS AMONGST CHILDREN AND TEACHERS. STARTER PACKS, INCLUDING MANUALS AND LESSON PLANS WERE DISTRIBUTED NATIONWIDE. SANAE TAKAICHI, JAPAN’S MINISTER FOR INTERNAL AFFAIRS AND COMMUNICATIONS SAW THE POTENTIAL OF TURNING CANDY INTO CODE, GIVING GLICODE AN MIC GRANT AND RECOGNIZING IT AS AN OFFICIAL GOVERNMENT PROGRAM. GLICODE GENERATED ATTENTION BOTH IN AND OUTSIDE OF JAPAN, EARNING PRAISE FROM COMPUTER SCIENCE ORGANIZATIONS LIKE HOUR OF CODE FOR FOSTERING PROGRAMMING EDUCATION. MORE THAN 200 MEDIA SITES PUBLISHED THE STORY, AND TOGETHER WITH ITS SOCIAL MEDIA REACH, PRODUCED AN ESTIMATED MEDIA VALUE OF OVER 300 MILLION YEN.
  • THE BRIEF :
    THE EZAKI GLICO GROUP SET OUT TO CREATE SOMETHING INNOVATIVE IN JAPAN’S MARKET. BELIEVING IN THEIR CORPORATE PHILOSOPHY "CONTRIBUTE TO CHILD’S HEALTHY GROWTH" THEY COMBINED TECHNOLOGY AND THEIR OWN PRODUCTS TO DEVELOP A SMARTPHONE APPLICATION THAT TEACHES CHILDREN THE BASICS OF PROGRAMMING IN A FUN AND ENGAGING WAY. WE WANTED TO MAKE NEWS. WE WANTED TO MAKE IT INTO SCHOOLS AND TO BE RECOGNIZED AND INTEGRATED INTO JAPAN’S NATIONAL CURRICULUM. BUT FIRST AND FOREMOST WE WANTED THIS TO TEACH CHILDREN ABOUT COMPUTER PROGRAMMING AND GET THEM EXCITED.
  • THE STRATEGY :
    COMPUTER SCIENCE AND PROGRAMMING HAS BECOME COMPULSORY IN CURRICULUMS AROUND THE WORLD AS PEOPLE REALIZE THE POWER AND POTENTIAL THAT CODING UNLOCKS. IN JAPAN HOWEVER, THE GOVERNMENT HAS INTENDED TO MAKE PROGRAMMING EDUCATION COMPULSORY IN SCHOOLS, BUT BECAUSE OF ITS DATED AND TRADITIONAL CURRICULUMS, IT’S STILL YET TO BE IMPLEMENTED. WE PROPOSED A NEW LEARNING METHOD TO TEACH KIDS AS YOUNG AS FIVE THE BASICS OF PROGRAMMING USING PHYSICAL OBJECTS, HELPING CHILDREN LEARN MORE INTUITIVELY. IT JUST SO HAPPENS THESE OBJECTS WERE ALSO THEIR FAVOURITE SNACKS. GLICODE TURNS EVERY PACKET OF POCKY, BISCO AND ALMOND PEAK INTO A BITE-SIZED PROGRAMMING LESSON WHICH CHILDREN COULD TAKE WITH THEM ANYWHERE - HOME OR SCHOOL.
  • THE EXECUTION :
    GLICODE IS THE FIRST EVER EDUCATIONAL APP THAT USES ADVANCED IMAGE RECOGNITION TO TURN CANDY INTO CODE TO TEACH KIDS THE FUNDAMENTALS OF PROGRAMMING. WE TURNED GLICO’S MOST POPULAR PRODUCTS, POCKY, ALMOND PEAK AND BISCO INTO A NEW VISUAL LANGUAGE THAT REPRESENTS ONE OF THREE FUNDAMENTALS - SEQUENCES, CONDITIONALITY AND LOOPS. THE USE OF PHYSICAL OBJECTS HELPS YOUNGER CHILDREN LEARN MORE INTUITIVELY. THEY SIMPLY NEED TO LAY OUT CANDY SEQUENCES TO INSTRUCT THE GAME’S CHARACTER HOW TO MOVE. ONCE LAID OUT, CAPTURE THE PHYSICAL SEQUENCE AND THE MOBILE APP AUTOMATICALLY TRANSFORMS IT INTO EXECUTABLE CODE! WE LAUNCHED GLICODE ACROSS JAPAN WORKING WITH ELEMENTARY SCHOOLS TO GET THESE BITE-SIZED CODING LESSONS INTO CLASSROOMS. WE ALSO DISTRIBUTED STARTER PACKS AND LESSON PLANS TO TEACHERS IN SCHOOLS AND PROGRAMMING CRAM SCHOOLS AROUND THE COUNTRY AND ARE CONTINUING TO WORK WITH GOOGLE’S HOUR OF CODE INITIATIVE TO CHAMPION COMPUTER SCIENCE AND PROGRAMMING AMONGST CHILDREN AND PARENTS.
  • THE RESULT :
    GLICODE GENERATED A LOT OF ATTENTION BOTH IN AND OUTSIDE OF JAPAN, EARNING PRAISE FROM COMPUTER SCIENCE ORGANIZATIONS SUCH AS HOUR OF CODE FOR FOSTERING PROGRAMMING EDUCATION IN SUCH AN INNOVATIVE WAY. MORE THAN 200 LOCAL AND INTERNATIONAL MEDIA SITES PUBLISHED THE STORY, AND TOGETHER WITH ITS SOCIAL MEDIA REACH, PRODUCED AN ESTIMATED MEDIA VALUE OF OVER 300 MILLION YEN. JAPAN’S MINISTER FOR INTERNAL AFFAIRS AND COMMUNICATIONS EVEN SAW THE POTENTIAL OF TURNING CANDY INTO CODE, GIVING GLICODE AN MIC GRANT AND ADOPTING IT AS AN OFFICIAL GOVERNMENT PROGRAM. GLICODE REACHED OVER 10,000 DOWNLOADS IN THE FIRST 3 MONTHS AND CONTINUES TO GROW AS MORE AND MORE SCHOOLS ADOPT IT INTO THEIR CURRICULUMS. ACROSS THE HUNDREDS OF INITIAL WORKSHOPS WE CONDUCTED, 95% OF CHILDREN WHO EXPERIENCED THE APPLICATION ANSWERED "IT WAS FUN" AND CONTINUED THE EDUCATIONAL GAME AT HOME. 75% OF PARENTS REPLIED THAT "I THINK GLICODE IS USEFUL FOR CHILDREN'S PROGRAMMING EDUCATION."
  • SUB CATEGORY :
    DIRECTING
  • COMPANY ENTERING :
    TOHOKUSHINSHA FILM CORPORATION, TOKYO
  • TITLE :
    MOMOTARO EPISODE.5
  • BRAND :
    PEPSI
  • ADVERTISER :
    SUNTORY HOLDINGS LTD.
  • AGENCY :
    TUGBOAT, TOKYO/ YOMIKO ADVERTISING INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    SHIN TAKAUE/YASUMICHI OKA
  • CREATIVE DIRECTOR :
    TAKU TADA
  • COPYWRITER :
    TAKU TADA
  • ART DIRECTOR :
    SEIJO KAWAGUCHI
  • FILM PRODUCTION COMPANY :
    TOHOKUSHINSHA FILM CORPORATION, TOKYO
  • DIRECTOR :
    KOICHI IGUCHI
  • CINEMATOGRAPHER :
    ANDREAS JOHANNESSEN
  • GAFFER :
    SEIJI NAKANE
  • EXECUTIVE PRODUCER :
    MASAKATSU KASAI
  • FILM PRODUCER :
    SUNAO NONAKA/RYUNOSUKE OKAMURA
  • PRODUCTION MANAGER :
    TATSUYA NAKANO
  • PRODUCTION DESIGNER :
    OSAMU SASAKI/KAZUTOMO YAMAMURA
  • POST-PRODUCTION COMPANY :
    OMNIBUS JAPAN INC., TOKYO/JITTO, TOKYO
  • EDITOR :
    TAKAYUKI KAMIJO/AKIO SAKAMAKI
  • COLORIST :
    EDEL RAFFERTY
  • COSTUME DESIGNER :
    AMI GOODHEART
  • HAIR MAKE :
    SHINYA/NORI/TOMO HYAKUTAKE
  • VISUAL EFFECTS :
    ALT.VFX
  • VISUAL EFFECTS PRODUCER :
    TAKESHI TAKADA
  • ENGLISH SYNOPSIS :
    THIS COMMERCIAL SPOT FEATURES ONE OF THE MOST FAMOUS FAIRY TAILS IN JAPAN. MOMOTARO, THE MAIN CHARACTER, JOURNEYS WITH A DOG, A MONKEY, AND A PHEASANT TO FIGHT THE DEMON. WE ANNOUNCED A CAMPAIGN BEFORE SHOOTING, TO GATHER PEOPLE WHO COULD PARTICIPATE IN THIS SHOOTING AS SUB-CASTS: “THE ISLANDERS GATHERED-UP TO FIGHT AGAINST THE DEMON”. ALSO, WE LET THE SUB-CASTS TO SHARE THE FILMING SCENE ON THEIR SOCIAL NETWORK ACCOUNTS, SO IT WILL ATTRACT PEOPLE’S ATTENTION.