WATER WORKS 2010 by Hakuhodo Tokyo for Mitsui Real Estates Co.


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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency Hakuhodo Tokyo
Creative Director Takaaki Uemura
Producer Hirokazu Noguchi, Keiichi Yoshida
Released July 2010

Credits & Description

Category: Exhibitions & Live Events
Product/Service: TOKYO MIDTOWN
Date of First Appearance: Jul 16 2010
Entrant Company: HAKUHODO, Tokyo, JAPAN
Creative Director: Takaaki Uemura (Hakuhodo)
Producer: Keiichi Yoshida (Hakuhodo Products)
Producer: Hirokazu Noguchi (T.C.Max)
Media placement: temporary exhibition - Tokyo Midtown Glass Park - 16 July 2010-29 Aug 2010

Describe the brief from the client
To create a summer event that whole family can enjoy and also exemplify the concept of Tokyo Midtown. (the concept is 'Japan Value – A town that epitomizes 21st century Japan'.)
Creating not just a event but a “New summer tradition of Japan” that only Tokyo Midtown can provide and attract more attention and guest.

Describe the challenges and key objectives
“Summer of Japan = Fireworks” has been the tradition for a long time. However, usage of major fireworks is prohibited in urban commercial complex. Then what other elements of nature beside fire can we use to create the same kind of excitement? What is more summer-like than “fire”? It’s “Water”. The adverse circumstances lead us to think of a new performance of projecting laser onto sprays of water and synchronizing it to music.

Describe how you arrived at the final design
Water injected from the launching platform flies up to 60m high as the pre-programmed laser lights up the curtain of water droplets. We announced that sprays of water that contributed in cooling the area was reuse of rainwater collected and stored in the Tokyo Midtown underground water storage, so we could appeal that this event would be ecologically good for the earth.
As a solution, we have invented new ecologically friendly “fireworks” that becomes the new summer tradition of 21st century Japan.

Give some indication of how successful the outcome was in the market
As a result, many guests enjoyed the performance as they said it brought back their childhood memories.
Over 50,000 people visited, which recorded top for the number of people visited per day in the Tokyo Midtown parkland area. It increased about 10% more sales at their shopping area than they had in 2009.
Also, more than 20 movies which audiences recorded had uploaded to the movie sharing website, and viewed many times.
Most of the Japanese key TV stations and many magazines released the news of the event.