20th Century Fox Design & Branding LIGHTSABERS by Tugboat

LIGHTSABERS

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Industry Records & Cinema Production
Media Design & Branding
Market Japan
Agency Tugboat
Creative Director Yasumichi Oka
Art Director Seijo Kawaguchi
Copywriter Hiroki Tosa
Designer Toshihiro Hyodo
Released September 2011

Credits & Description

Category: Public Spaces
Advertiser: TWENTIETH CENTURY FOX HOME ENTERTAINMENT JAPAN
Product/Service: STAR WARS BLU-RAY BOX
Agency: TUGBOAT
Creative Director: Yasumichi Oka (Tugboat)
Art Director: Seijo Kawaguchi (Tugboat)
Designer: Toshihiro Hyodo (Tugboat)
Copywriter: Hiroki Tosa
Media placement: Train Jack - Sobu Line Of East Japan Railway - 16 September 2011

Describe the brief from the client
Launch of new Star Wars ‘The Complete Saga’ Blu-ray set.
The campaign needed to target broader fans, to give a shove in the back, as the core fans own everything Star wars including all the DVDs.
To give fresh impact, the brief was to run a campaign with an approach never created before in Star Wars history: a very challenging task.
This execution was part of media-mix campaign i.e. PR, prints, transits, in-stores and online.

Describe the challenges and key objectives
This execution was part of media-mix campaign i.e. PR, prints, transits, in-stores and online. To maximize the noise, ‘train jack’ was executed in Tokyo. Handrails of trains were made into lightsabers to provoke excitement of the film. There are 10m+ commuters per day in greater Tokyo. It’s the first time handrails were used for a promotion: 3 variations and 226 sabers per train.

Describe how you arrived at the final design
There are 10m+ commuters per day in greater Tokyo.
Transit ads are still one of the best media to create buzz among urban area.
We believe, nowadays, if you can move people, people will spread the word at the speed of light.

Give some indication of how successful the outcome was in the market
Targets shared in numerous local, international blogs, SNS (Facebook 10,000+ ‘likes’) and Twitter (4,000+ tweets).
Became the best-selling Blu-ray set ever sold in Japan on a launch week.