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SUB CATEGORY :
LOTUS ROOTS
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COMPANY ENTERING :
HAKUHODO INC., TOKYO
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TITLE :
PERFORMING NATIONAL TREASURE
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BRAND :
KENNINJI
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ADVERTISER :
KENNINJI
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AGENCY :
HAKUHODO INC., TOKYO
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CHIEF CREATIVE OFFICER :
KAZUHIRO SUDA
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EXECUTIVE CREATIVE DIRECTOR :
YOSHIYA OKOYAMA/AIRO TAKANOHASHI
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CREATIVE DIRECTOR :
TAKAHIRO EGUCHI
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COPYWRITER :
MASAKO SHIMIZU/SHOHEI OOISHI/TAKAHIRO KUSHIDA
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ART DIRECTOR :
KEITA KOJIMA
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BUSINESS PRODUCER :
TAKASHI HAYAMA
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PR MANAGER :
KEIICHI TAKAHASHI
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MEDIA AGENCY :
MICROSOFT, TOKYO/KENNINJI, KYOTO
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MEDIA PLANNING DIRECTOR :
SATOSHI HOSOI/JEFF HANSEN/CRIS DERR
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MEDIA PLANNING MANAGER :
HIROAKI KAWAMOTO/JOUTYUU OKUMURA/TOSHIMITI ASANO
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PR MANAGER :
MASANORI KANAZAWA
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SENIOR PARTNER TECH MANAGER :
HIROSHI TANAKA
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CLOUD SOLUTION ARCHITECT :
TAKASHI OOKAWA
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PRODUCT MARKETING MANAGER :
YORINORI UEDA
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FILM PRODUCTION COMPANY :
HAKUHODO PRODUCT’S INC., TOKYO
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GENERAL MANAGER :
ISAO AKITA/ATSUSHI MOGI
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DIRECTOR :
SHINTARO MIZOI/MASAHIKO MORITA
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FILM PRODUCER :
HAYATO ARAKAWA
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PR PRODUCER :
HIROAKI MIYA
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PRODUCTION MANAGER :
TOSHINORI YOKOKAWA
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POST-PRODUCTION COMPANY :
CRAY, TOKYO
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EVENT STAFF :
SHINICHI ABE/ATSUSHI MATSUNAGA
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SPECIAL EFFECTS COMPANY :
WISE, TOKYO/HAKUHODO PRODUCT'S INC., TOKYO
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VISUAL EFFECTS :
DAISUKE SETO/KATSUYA TANIGUCHI/YOSHIYA SHINBA/MOE YAMAMOTO
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ANIMATOR :
AKIHIRO MIYAO/DAIGO HATTA/RIKAKO FUKUDA/MANAMI ISHII
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SPECIAL EFFECTS PRODUCER :
JUNICHIRO OMODA/TOMOMI OKA/
KAZUHIRO TUKAYOSHI/NAOSUKE NOMURA
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CULTURAL CONTEXT EXPLANATION :
THIS NATIONAL TREASURE “FUJIN RAIJIN ZU” IS WIDELY KNOWN AMONG JAPANESE AS IT IS ONE OF THE ARTWORKS YOU SEE IN TEXTBOOKS AT SCHOOL. THIS FAMOUS DEPICTION OF THE WIND AND THUNDER GODS WAS PAINTED MORE THAN 400 YEARS AGO. BUT MOST PEOPLE DON'T KNOW THE STORY BEHIND IT AND BY NOW MOST PEOPLE JUST PASS THROUGH THE ARTWORK EVEN IF THEY COME AND SEE THEM. .BUT WITH THIS MIXED REALITY TECHNOLOGY EXPERIENCE, PEOPLE WOULD HAVE A CHANCE TO EXPERIENCE AND KNOW ABOUT THE STORY BEHIND THE ARTWORK THROUGH THIS INTERACTIVE ENTERTAINING EXPERIENCE. THIS MADE IT POSSIBLE FOR PEOPLE TO DEEPLY UNDERSTAND THE CULTURALLY IMPORTANT NATIONAL TREASURE.
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THE BRIEF :
KYOTO HAS OVER 1700 BUDDHIST TEMPLES COMPETING FOR VISITORS. KENNINJI TEMPLE, HOUSES MANY HISTORIC ARTWORKS INCLUDING A NATIONAL TREASURE, BUT HADN’T CONVINCED THE PUBLIC HOW WORTH SEEING THEY WERE.
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THE STRATEGY :
THE TARGET AUDIENCE IS THE PEOPLE WHO ARE BROADLY INTERESTED IN KYOTO OR JAPANESE HISTORICAL CULTURE, BUT NOT TRULY INTERESTED IN THE TEMPLE OR THE HISTORIC ARTWORKS. THAT IS MAINLY MOST OF TOURISTS WHO VISIT KYOTO OR KENNINJI. BY NOW LOT OF THE TOURISTS JUST PASS THROUGH THE TEMPLE OR ARTWORKS WITHOUT KNOWING THE HISTORICAL MEANING OR STORY BEHIND. BUT WITH THIS MIXED REALITY TECHNOLOGY EXPERIENCE, IT TOTALLY CHANGES TO AN INTERACTIVE ENTERTAINING EXHIBIT WHICH HELPS PEOPLE TO KNOW THE MEANING BEHIND.
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THE EXECUTION :
THIS FAMOUS DEPICTION OF THE WIND AND THUNDER GODS WAS PAINTED MORE THAN 400 YEARS AGO. IN PARTNERSHIP WITH MICROSOFT, KENNINJI TEMPLE USED MIXED REALITY TECHNOLOGY TO REVITALIZE IT BY TURNING IT INTO AN INTERACTIVE EXHIBIT. 3D CAPTURING TECHNOLOGY WAS USED TO MAKE THE STORYTELLER, ONE OF THE TEMPLE PRIESTS, APPEAR TO BE PHYSICALLY PRESENT AS HE SPOKE. VISITORS WERE ENTERTAINED BY THE STORY BEHIND THE PAINTING. THEY ALSO GOT TO COMPARE IT ACROSS TIME AND SPACE WITH OTHER WORKS CREATED IN HOMAGE TO IT. THEY WERE IMMERSED IN A SERIES OF INTERACTIVE EXPERIENCES THAT STIRRED THEIR IMAGINATIONS.
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THE RESULT :
PEOPLE FLOCKED TO THE TEMPLE. TICKETS SOLD OUT RIGHT AWAY. THE EVENT ATTRACTED EXTENSIVE MEDIA COVERAGE. 5 TV NEWS SHOWS, 13 NEWSPAPERS AND 186 ONLINE NEWS REPORTS GOT EXPOSED WORTH TOTAL 140,000,000 YEN. THIS NEW INTERACTIVE WAY OF EXPERIENCING ARTWORKS COULD BE APPLIED TO OTHER ARTWORKS AND CULTURAL PROPERTIES THROUGH OUT THE WORLD. A CLASSIC ARTWORK FROM OVER FOUR CENTURIES AGO WAS TRANSFORMED INTO CUTTING-EDGE INTERACTIVE CONTENT.
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