Bronze Winner

TV/Cinema/Online Film — Best Use of Innovation

Entrant: Hakuhodo Inc., Tokyo

Google Chrome
"Hatsune Miku"

Agency: Hakuhodo Inc., Tokyo Corporate Name of Client: Google / Crypton Future Media Inc.
Description of the Project

Objective The shared goal of Google and music software company Crypton for this campaign was to encourage people to participate in creativity on the Web.

Idea Our core message is “Everyone, Creator.” We chose as our messenger virtual singer 'Hatsune Miku', made by Crypton, which is a software that sings whatever melodies and lyrics that are input. Around Miku, there is an unique people-driven culture--- someone writes a song, then someone else draws an illustration from that, inspiring another person to make a 3D animation, and so on---forming a creative chain. We made an anthem to celebrate this creative freedom on the Web, and had Hatsune Miku perform it. Then, for the song, we consolidated the creators and their works in the creative chain into a symbolic film.

Outcome The results are the following: Media coverage in 40 countries. US$25 million worth of free publicity. Distribution of the anthem to 216 countries. Number 1 on both iTunes overall chart and Amazon. 3.5 million YouTube views of the symbolic film. On top of that, the film and anthem inspired a large body of fan-made derivative works, and received more than 10 million total views.

Sorry, this website doesn't support Internet Explorer 6

Please upgrade your browser.