1 2
 
 
  • SUB CATEGORY :
    BEST USE OF INTERACTIVE & SOCIAL MEDIA
  • COMPANY ENTERING :
    TBWA\HAKUHODO INC., TOKYO
  • ENTRY TITLE :
    GIGA SELFIE
  • BRAND :
    AUSTRALIA
  • ADVERTISER :
    TOURISM AUSTRALIA
  • AGENCY :
    TBWA\HAKUHODO, TOKYO
  • CHIEF CREATIVE OFFICER :
    KAZOO SATO
  • CREATIVE DIRECTOR :
    SATOSHI CHIKAYAMA
  • COPYWRITER :
    NORIHITO TAKAHASHI/NOBUHIRO ARAI
  • ART DIRECTOR :
    YOSHIHIRO KONO
  • TECHNICAL DIRECTOR :
    MASASHI OOHASHI
  • PROGRAMMER :
    JUN TAKASHIMA/YOSHIAKI KAJIYASHIKI
  • DESIGNER :
    YURI MORIMOTO
  • ACCOUNT DIRECTOR :
    ICHIRO TEZENI
  • ACCOUNT EXECUTIVE :
    HIROYUKI TANAKA
  • AGENCY PRODUCER :
    HIROTAKA FUKATSU
  • INTERACTIVE PRODUCER :
    JUN TOKUNAGA
  • BUZZ MACHINE :
    KAZUAKI KURIBAYASHI
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    TAKAYUKI NIWA
  • D.O.P/CINEMATOGRAPHER :
    NAOTO SOMESE
  • FILM PRODUCER :
    KEISUKE MIZUSAKO
  • PRODUCTION MANAGER :
    RYO TSUCHIYA/RYOHEI KUMAMOTO
  • POST-PRODUCTION COMPANY :
    AID-DCC INC., TOKYO
  • POST PRODUCER :
    YUSUKE YAMANAKA
  • CAMPAIGN SUMMARY :
    AUSTRALIA IS A UNIQUE DESTINATION WITH BREATHTAKING LANDSCAPES AND APPEALS TO ALL TOURISTS. AUSTRALIA ATTRACTS OVER 8 MILLION VISITORS PER YEAR. JAPAN HAS BEEN A SIGNIFICANT CONTRIBUTOR TO THE TOURISTS ARRIVALS IN AUSTRALIA, THE NUMBERS PEAKED IN 1997 AND HAD BEEN DECLINING UNTIL LATE 2015. WE DEVELOPED A CREATIVE SOLUTION TO REINVIGORATE THE NUMBERS TO AUSTRALIA. THE CAMPAIGN WAS CALLED GIGA SELFIE, THE “WORLD’S BIGGEST SELFIE”.
    THE CAMPAIGN WAS THE FIRST OF ITS KIND THAT COMBINED THE VAST LANDSCAPE ALONG WITH THE VISITORS SMILES IN ONE GIANT SELFIE.
  • THE BRIEF :
    AUSTRALIA, A BIG ISLAND OVERFLOWING WITH VAST AND BREATHTAKING LANDSCAPES. HOWEVER, TOURISM TO THIS ATTRACTIVE DESTINATION HAS BEEN TAKING A DOWNTURN IN RECENT YEARS. AS FOR JAPANESE VISITORS, NUMBERS HAVE DWINDLED TO A HALF OF WHAT THEY WERE DURING THE GOLDEN AGE. THERE WAS A DIRE NEED TO COMMUNICATE THE TRAVEL EXPERIENCE THAT CAN ONLY BE ENJOYED IN THE VAST NATURE OF AUSTRALIA TO AS MANY PEOPLE AS POSSIBLE.
  • THE STRATEGY :
    THE TARGET AUDIENCE IS ALL TRAVELLERS WHO HAVEN’T YET BEEN SWITCHED ONTO THE BEAUTY OF AUSTRALIA. IN ORDER TO CONVEY THE ATTRACTIVENESS OF THE COUNTRY, WE LOOKED INTO THE ACTIVITIES AND INSIGHTS PROVIDED BY TRAVELLERS IN AUSTRALIA. TOURISTS LOVE TAKING SELFIES, AND THEY LOVE SHARING THEM. HOWEVER, THE TRADITIONAL SELFIE COULD NOT DEPICT THE BEAUTY OF THE AUSTRALIAN LANDSCAPE. OUR STRATEGY WAS TO LEVERAGE THE TOURISTS’ POWER OF INFORMATION DISSEMINATION AND TO MAXIMIZE PENETRATION OF AUSTRALIA’S TOURISM/TRAVEL RESOURCES TO THE PUBLIC. THROUGH THE REVOLUTIONARY GIGA SELFIE SERVICE, WE CHANGED THE SELFIE INTO MEDIA.
  • THE EXECUTION :
    ・WE DESIGNED A MOBILE EXPERIENCE THAT IS EXACTLY THE SAME AS TAKING AN ORDINARY SELFIE.WE FOCUSED ON THIS ASPECT FOR THIS EXPERIENCE DESIGN. GIGA SELFIE DOES NOT REQUIRE SPECIAL DEVICES OR DOWNLOADING PARTICULAR APPS. JUST GO TO THE DESIGNATED SPOT AND ANYBODY CAN TAKE AN EXCITING GIGA SELFIE WITH THEIR SMARTPHONE. SHOOTING, PREVIEWING AND SHARING CAN BE DONE JUST LIKE ANY ORDINARY SELFIE. ・WE APPLIED THE LATEST PHOTOGRAPHIC TECHNOLOGIES TO THE SELFIE. THE GIGA PAN STICH TECHNOLOGY USED TO SEAMLESSLY CONNECT HUGE AMOUNTS OF IMAGES (AS UTILIZED BY GOOGLE STREET VIEW) HAS BEEN APPLIED TO THE SELFIE. WE DEVELOPED A PROGRAM THAT ALLOWS PHOTOS OF BEAMING SMILES FROM HAPPY TOURISTS AND THE FABULOUS LANDSCAPE THEY ARE SURROUNDED BY TO ALL SEAMLESSLY BLEND TOGETHER AND THAT CAN AUTOMATICALLY BE TRANSLATED TO A MOVING IMAGE FILE. WE SUCCEEDED IN BEING ABLE TO DELIVER THIS SOPHISTICATED FILE TO THE USER WITHIN 2 MINUTES.
  • THE RESULT :
    ・FACEBOOK ENGAGEMENT INCREASED AT STARTLING RATE  SHARE+11,173% LIKE +430% (SOURCE: FACEBOOK TOURISM AUSTRALIA, JAPAN OFFICIAL ACCOUNT) ・NEWS COVERAGE IN OVER 180 COUNTRIES (SOURCE: GOOGLE SEARCH) ・JAPANESE VISITORS INCREASED BY 118% YEAR ON YEAR IN SEPTEMBER, 2015 IN WHICH THE GIGA SELFIE EVENT WAS HELD. (SOURCE: AUSTRALIAN BUREAU OF STATISTICS)
  • URL :
    http://award.aid-dcc.com/gigaselfie/#home