Softbank Digital, Case study Personal Innovation Act by Hakuhodo Tokyo

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Personal Innovation Act

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Industry Banking & Financial Services
Media Digital, Interactive & Mobile, Case study
Market Japan
Agency Hakuhodo Tokyo
Creative Director Keiichi Motoyama
Art Director Masaki Horii
Production AOI Pro.
Director Shohei Goto
Production SIX Tokyo
Released September 2016

Awards

One Show 2017
Ux / Ui Cross-channel: Digital Cross-channel Merit
Design Digital: Utility Design - Single Merit

Credits & Description

Agency: Six Inc. / Tokyo + Hakuhodo Inc. / Tokyo
Client: Softbank Corp.
Category: Technology Hardware - Electronics / Computers / Business Equipment / Mobile Phones
Art Director: Masaki Horii
Creative Director: Keiichi Motoyama
Designer: Yurie Oka
Pr: Hakuhodo Inc. Tokyo, Japan
Pr 2: Material Tokyo, Japan
Production: Aoi Pro. Osaki, Tokyo, Japan
Production 2: Aircord Tokyo, Japan
Production 3: Hakuhodo I-Studio Tokyo, Japan
Production 4: Babel Label Tokyo, Japan
Production 5: Tow Tokyo, Japan
Additional Company: Softbank Mobile Corporation Tokyo, Japan
Additional Company 2: Magenta Wall Design Tokyo, Japan
Additional Company 3: Onpa Tokyo, Japan
Additional Company 4: Stud Tokyo, Japan
Additional Company 5: Digital Garden Tokyo, Japan
Director: Daichi Kawasaki / Shohei Goto
Producer: Hisaya Katoh / Kazuki Sato / Keiichi Kinpara
Agency Producer: Genjyun Kang / Takashi Kusumi / Takayoshi Terui / Koichi Furuya / Genta Muto
Cinematographer: Ryo Ishida
Content Strategist: Tomohiro Oota
Creative Team: Hitoshi Sakamoto / Koichi Kosugi / Yuta Okuyama / Yu Kato / Ryoji Takahashi / Kazuhiko Kawashita / Yota Akiyama / So Aosaki / Sota Haga / Naoya Morisako
Digital Artist / Multimedia: Jacky/takuya Yokoyama / Norichika Kuroda / Masahiro Ishiyama / Akira Osabe / Hiromine Tanaka
Editor: Hayato Kai / Katsunori Ota
Executive Creative Director: Takeshi Nozoe
Lighting Design: Keisuke Kamiyama
Music & Sound: Shotaro Tsurumaru
Pr / Marketing: Material / Tokyo
Product Architect: Naoyuki Hashimoto / Naoki Yamada / Rina Maehara / Shingo Sato
Product Manager: Hisato Yamada / Shinsuke Yasueda
Programmer: Shinya Natsumi / Osamu Iwasaki / Hisaki Ito / Tomohiro Akagawa / Seiya Nakano / Miki Nomura / Yoshihito Nakanishi / Hiroki Yamada
Technical Producer: Toshiyuki Hashimoto
English Context Explanation:
With The Advent Of Smartphones, Sharing Childrens Growth In Real-Time Has Become Popular In Japan.Yet Most Grandparents, The People That We Want To Share It With The Most, Remain Disconnected As They Are Unable To Use Them. So, Japanese Smartphone Carrier Softbank Thought To Develop Prototype Products For Sharing Daily Life Without Smartphones. We Updated The Items That Seniors Were Familiar With.We Created Prototypes That Maintained Analog Interfaces While Enabling Digital Communication For Sharing The Grandchildrens Growth. We Made A Total Of 6 Prototype Products And Installed Them In A Real Household. We Created A Perception Change By Showing That There Are Innovations Where Technology Draws Closer To Each Persons Life, Rather Than People Keeping Up With Technologys Evolution.
Url: http://www.softbank.jp/corp/sp...
Describe the campaign/entry:
We updated the items that seniors were familiar with. We created products that maintained their analog interfaces while enabling digital communication to connect them to their grandchildren. We manufactured six digital products and installed them in a real household. “SNS Newsletter” The newsletter compiled from social media feeds. SNS posts and photos from the dedicated app of smartphone are redesigned into a printed newspaper format, and an inbuilt printer deliveres it daily to the postbox. “Cloud VHS” The video player designed to share videos taken with smartphones. When a video is uploaded to the cloud, the link is converted into a QR code. A camera embedded in the video player scans the code on the label, and plays the video. In addition to these, four other products were manufactured and introduced in the “Execution” section.
Creative Execution:
t's continued from creative idea section. “Smart Dial Phone” When a video call is made from a smartphone, picking up the receiver activates the television and begins the conversation. "Message KAKEJIKU" Digital messages sent through a app and the message is received by a laser device on the back of the KAKEJIKU. A laser is shone onto thermal paper, recreating the message. "Remote Height Pole" Use the camera to measure one’s height and send the data. Upon receiving the data, the cutter device carves the person’s name and date at the person’s height. ”Shadow Play Online” A light that can live stream shadow play. Both shadows are streamed live, making long-distance shadow play possible. The system is activated when the lights are turned off. A light is shone onto a door, making shadow play possible. We captured the family’s experience in a movie and released it online.
The experience movie was viewed over 7 million times. It was featured by hundreds of media outlets. And gained 1 million dollars’ worth of publicity. The project generated a discussion on the many faces of the information revolution. Through this action, we communicated that softbank’s corporate philosophy, "information revolution happiness for everyone“ is aimed not only at those familiar with technology, but people who are new to it. We provided a new perspective by showing that there are innovations where technology draws closer to each person's lifestyle, rather than people keeping up with technology's evolution.
We manufactured six digital products that maintained their analog interfaces while enabling digital communication to connect them to their grandchildren and installed them in a real household. We then captured the family’s experience with these products and released the movie online. And the systems of the products were released online. By making it an open innovation project, we made it possible for anyone to enjoy the innovations. The project generated a discussion on the many faces of the information revolution. Through this action, we communicated that softbank’s corporate philosophy, "information revolution happiness for everyone“ is aimed not only at those familiar with technology, but people who are new to it. Our target audience was not only non-tech-savvy individuals and the people that want to communicate with them, but also all people around the world.