Ezaki Glico Digital, Case study Glicode [image] by Dentsu Inc. Tokyo

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Glicode [image]

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Industry Ice cream & Cold desserts, Online Game
Media Digital, Interactive & Mobile, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Yasuharu Sasaki
Creative Director Hiroshi Koike
Art Director Kentaro Sagara, Yoshihiro So
Creative Tim Seddon, Gene Brutty
Production Birdman
Director Yoichi Kanazawa
Production Robot Communications
Released October 2016

Awards

Cannes Lions 2017
Mobile Games: Connected Experience Games Bronze Lion
PR Practices & Specialisms: Corporate Communication & Reputation Management Bronze Lion

Credits & Description

Title: Glicode
Agency: Dentsu Inc., Google
Brand: Ezaki Glico Company, Limited
Country: Japan
Entrant Company: Dentsu Inc., Tokyo
Advertising Agency: Dentsu Inc., Tokyo / Google, Tokyo
Pr Agency: Dentsu Inc., Tokyo
Production Company: Robot Communications, Tokyo / Birdman, Tokyo / Coconoe, Okayama
Executive Creative Director: Yasuharu Sasaki (Dentsu Inc.)
Creative Director: Hiroshi Koike (Dentsu Inc.)
Planner: Ryutaro Seki (Dentsu Inc.)
Planner: Kazuyoshi Ochi (Dentsu Inc.)
Planner: Moe Goto (Dentsu Inc.)
Art Director: Kentaro Sagara (Dentsu Inc.)
Art Director: Yoshihiro So (Coconoe Inc.)
Technical Director: Shintaro Murakami (Dentsu Inc.)
Creative: Gene Brutty (Google Zoo)
Creative: Tim Seddon (Google Zoo)
Creative: Joe Fry (Google Zoo)
Creative Coordinator: Bryan Tanaka (Google Zoo)
Producer: Naru Kudo (Dentsu Tec)
Producer: Yosuke Suzuki (Google Zoo)
Producer: Kojiro Fukami (Google Zoo)
Director: Yoichi Kanazawa (Birdman Inc.)
Designer: Yoshimi Kano (Coconoe Inc.)
App Developer: Yohei Kajiwara (Birdman Inc.)
App Developer: Takanori Kawai (Birdman Inc.)
App Developer: Hayato Kuno (Birdman Inc.)
App Developer: Naoki Aso (Birdman Inc.)
System Engineer: Takashi Okada (Coconoe Inc.)
Cg Designer: Yuta Yamada (Birdman Inc.)
Project Manager: Haruka Yokokawa (Birdman Inc.)
Music Se: Yuki Ono (Wondrous)
Film Director: Mitsugu Matsumoto (Freelance)
Cameraman: Akihiro Yoshida (Freelance)
Gaffer: Ryu Matsumura (Freelance)
Project Manager: Shinji Nomura (Robot Communications Inc.)
Executive Producer: Yasuhiro Kawasaki (Robot Communications Inc.)
URL: http://cp.glico.jp/glicode/en/
Outcome:
GLICODE generated attention in and outside of Japan, earning praise from CS organizations like Hour of Code for fostering programming education in such an innovative way.More than 200 local and international media sites published the story, and together with its social media reach, produced an estimated media value of over 3 million dollars. Japan’s Minister for Internal Affairs and Communications even appeared on national news stations demoing GLICODE. She saw it’s potential, awarding GLICODE an MIC grant and adopting it as an official government pilot program to teach programming at elementary schools nationwide - well ahead of 2020.GLICODE reached over 10,000 downloads in the first 3 months and continues to grow as more schools and teachers adopt it into their curriculums.Together with elementary schools across Japan we’ve conducted workshops and extracurricular programs to increase awareness amongst children and teachers. Across the hundreds of workshops 95% of children who experienced the application answered ""It was fun"" and continued the educational game at home. 75% of parents replied that ""I think GLICODE is useful for children's programming education.""A global English version has now also been released for the rest of the world to enjoy which was launched at the SXSW Edu conference this year.
Relevancy:
Children all over the world are learning to express themselves through code, but programming won’t be mandatory in Japanese schools until 2020.We used one of Japan’s oldest brands and famous confectionary company to bring the world’s newest language into schools.GLICODE is the first educational app to uses advanced image recognition to turn real candy into code to teach kids the fundamentals of programming.Using social media and PR we got the attention of the world, and then Japan’s government who are now supporting it as an official pilot program to integrate coding into Japan’s national curriculum.
Execution:
The GLICODE app was developed for both Android and iOS in Unity.The OpenCV image recognition library was initially used to power the image recognition, although the latest versions use Google’s Tensor Flow technology for better object recognition and is the first Unity application in the world to do so.The app has been through extensive testing and many iterations over its life cycle - and is still being improved based on user feedback. The latest updates include a Pocky only English version. Together with elementary schools across Japan we’ve conducted workshops and extracurricular programs in cram schools to increase awareness amongst children and teachers. Starter packs, including manuals and lesson plans were distributed nationwide.
Strategy:
As a company, Glico strives to support the growth and development of children, so we wanted to develop a unique utility to help them learn a new skill - coding.We examined existing computer science educational tools and found that most were prohibitively expensive and aimed at older students. GLICODE’s target audience is children aged 5 - 1
an age group that learns best through hands-on play. We worked with software engineers and programmers to assess our entire range of products for ‘codability’, and created a new visual programming language and range of lessons that together teach the three fundamental principles of algorithmic thinking. Strategically, we also wanted to create something newsworthy, and spark a national discussion about the lack of computer science education in Japan. The main objective however was to introduce children to the idea of coding and get them excited to learn more about it in the future.
Synopsis:
All around the world, children are learning to express themselves through code - but in Japan computer science is not going to be included as part of the national curriculum until 2020.This means that unless you attend expensive extracurricular lessons, most children across the country don’t have the opportunity to learn how to program and consequently have a low awareness of it.Glico products however are already making their way into the hands of millions of Japanese children every day. We wanted to use this medium to create a cheap and accessible way for children as young as five to start learning how to code.
Campaign Description:
GLICODE is the first ever educational app that uses advanced image recognition to turn real candy into code to teach kids the fundamentals of programming.Every packet of Pocky, Bisco and Almond Peak turns into bite-sized programming lessons where kids can lay out and arrange their snacks, capture the sequence and watch it turn into code that moves a character through increasingly complex challenges.The app covers three basic programming principles: ""Basic Syntax"", ""While Loops"" and ""If Statements"". We designed this easy to understand visual language so that kids can automate repetitive instructions and assign actions to specific triggers, making GLICODE a real programming language with endless possibilities.