SUB CATEGORY :

BEST USE OF AMBIENT: LARGE SCALE

COMPANY ENTERING :

MOMENTUM WORLDWIDE, TOKYO

TITLE :

GODZILLA NIGHTS

BRAND :

MICROSOFT HOLOLENS, MICROSOFT AZURE

ADVERTISER :

MICROSOFT JAPAN CO., LTD.

AGENCY :

MOMENTUM WORLDWIDE, TOKYO/ CRAFT WORLDWIDE INC., TOKYO

CREATIVE DIRECTOR :

CHANG SOO LEE/DAI KATO

ART DIRECTOR :

NAO ICHINOMIYA/PIN-HSIEN LIN

DESIGNER :

YUJI ISHIBASHI (FREELANCE)/KENTO WATANABE (MOSBY DESIGN STUDIO)

ACCOUNT DIRECTOR :

YASUHIRO MIYAMOTO

STRATEGIC PLANNING DIRECTOR :

YUKO MASATOKI

AGENCY PRODUCER :

YOSHITAKA HITACHI

EVENT DIRECTOR :

TAKAAKI SATO (HYPERBALLAD.INC)

EVENT PRODUCER :

HIROSHI HOTTA

FILM PRODUCTION COMPANY :

NORTH SHORE INC., TOKYO

DIRECTOR :

DEN TAGUCHI (FREELANCE)

CINEMATOGRAPHER :

KAZUNARI FUJIMOTO (FREELANCE)

FILM PRODUCER :

AKIHITO EMA

PRODUCTION MANAGER :

ATSUHISA NAKAJIMA

SPECIAL EFFECTS COMPANY :

PICTURE ELEMENT INC., TOKYO/NANGOK SOFTWARE CO.,LTD., TOKYO

VISUAL EFFECTS :

IKUMI KOIKE

SPECIAL EFFECTS PRODUCER :

TETSUO OHYA/KATSUTOSHI HATA

THE BRIEF :

TO EXPAND AWARENESS FOR MICROSOFT’S CLOUD SERVICE, MICROSOFT AZURE, BY CREATING A SUCCESSFUL EXAMPLE OF ITS USAGE THAT CAN BE USED TO DEMONSTRATE ITS POTENTIAL TO BUSINESS PARTNERS.

THE STRATEGY :

HIBIYA WAS CHOSEN AS THE LOCATION, AS TOHO, WHO COMMISSIONED THE EVENT, WAS LOOKING FOR A WAY TO REVITALIZE THE AREA, WHICH WAS ERSTWHILE KNOWN AS THE “CENTER OF ENTERTAINMENT.” HIBIYA WAS A PERFECT LOCATION FOR A GODZILLA EVENT, AS THE AREA WAS ACTUALLY ATTACKED BY GODZILLA IN THE MOVIE “SHIN GODZILLA.” USING MICROSOFT HOLOLENS, THE EVENT WAS THE WORLD’S LARGEST SCALE MIXED REALITY EXPERIENCE, WITH 118.5-METER, LIFE-SIZED GODZILLA APPEARING BETWEEN REAL-LIFE BUILDINGS. WITH THE AIM OF GENERATING MEANINGFUL BUZZ, WE TARGETED MEMBERS OF
THE GODZILLA FAN CLUB AS WELL AS MEMBERS OF THE PRESS.

THE EXECUTION :

EACH EXPERIENCE LASTED FOR 30 MINUTES AND A TOTAL OF 50 EXPERIENCES WERE HELD FOR 250 PARTICIPANTS OVER 7 DAYS.
HAVING THE FICTIONAL GODZILLA APPEAR BETWEEN REAL-LIFE BUILDINGS MAXIMIZED THE MIXED REALITY EXPERIENCE. IN ADDITION, THE FACT THAT THE EVENT WAS HELD OUTDOORS, AN ENVIRONMENT AFFECTED BY
THE WEATHER AND CHANGES IN THE SURROUNDING AREA, ALSO HELPED TO CREATE A DIFFERENT EXPERIENCE EACH TIME, PROVIDING A UNIQUE AND SINGULAR EXPERIENCE FOR PARTICIPANTS.

THE RESULT :

THE EVENT ATTRACTED MEDIA COVERAGE BY 157 OUTLETS AND GARNERED 1,500,000 SOCIAL IMPRESSIONS. THE NEWS OF THE EVENT ALSO GENERATED BUZZ AMONG MICROSOFT’S BUSINESS PARTNERS, LEADING TO PROJECTS IN OTHER FIELDS UTILIZING THE SAME TECHNOLOGY. MOREOVER, THE EVENT CONTRIBUTED TO ONCE AGAIN POSITIONING HIBIYA AS A CENTER OF ENTERTAINMENT, BUT THIS TIME AS THE CENTER OF THE “LATEST, CUTTING-EDGE ENTERTAINMENT,” AND INCREASING TRAFFIC TO THE AREA, AS WELL AS ENABLING TOHO TO PROVIDE NEW AND WIDER WAYS OF ENJOYING ITS ENTERTAINMENT CONTENT THROUGH STATE-OF-THE-ART TECHNOLOGY.