WORK

WOW! JAPAN

NTT Docomo wanted to raise awareness toward their English tourism information site which also offers various programs to experience Japanese culture. At a major scramble intersection near Shibuya Station, a popular spot for tourists, guerilla entertainment was provided utilizing the huge wall of a building, where a Ninja would appear. According to research, 63.1% of non-Japanese believe that Ninjas still exist. So for those waiting at the traffic signal, an optical illusion movie was shown, in which the Ninja performed various tricks, such as climbing the wall, or stealing the light from the red traffic signal. This virtual experience was linked to the WOW! JAPAN website, where a Ninja would be the guide for Shibuya and real experiences to be a Ninja were also introduced. Site access increased, with many shares on SNS and high media exposure including TV and overseas media. The work was awarded the highest Dentsu Advertising Award for OOH and a Bronze at AdFest.

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