Upload Cinema Print HIKIKIMORI by Lola Madrid

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HIKIKIMORI

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Industry Website
Media Print, Magazine & Newspaper
Market Spain
Agency Lola Madrid
Executive Creative Director Jorge Lopez Navarrete, Chacho Puebla
Creative Director Sito Morillo, Nacho Oñate, Néstor García
Copywriter Begona Moreno, Camila Ferraro
Released January 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: UPLOAD CINEMA
Product/Service: INTERNET
Agency: LOLA/LOWE & PARTNERS
Executive Creative Director: Jorge Lopez (Lola/Lowe & Partners)
Executive Creative Director: Chacho Puebla (Lola/Lowe & Partners)
Creative Director: Sito Morillo (Lola/Lowe & Partners)
Creative Director: Nacho Oñate (Lola/Lowe & Partners)
Creative Director: Nestor García (Lola/Lowe & Partners)
Copywriter: Begoña Moreno (Lola/Lowe & Partners)
Copywriter: Camila Ferraro (Lola/Lowe & Partners)
Customer Service Manager: Amaro Gonzalez (Lola/Lowe & Partners)
Account Executive: Laura De Benito (Lola/Lowe & Partners)
Production Director: Héctor Palacio (Lola/Lowe & Partners)
Postproduction: (The Lift)
Media placement: Special Event - Tokio - Madrid - January 10 2012
Media placement: Documentary - You tube. - January 10 2012
Describe the objective of the promotion.
Upload Cinema is a quarterly film festival where the best Internet videos are shown on the big screen. There’s always a different theme. This time the theme is the best of Internet. To convey this, we decided to join the best of the Internet, the festival, with the worst. So we went to look for a hikikimori and we invited him to the festival. The Japanese man left his house after being shut in for 3 years.
Describe how the promotion developed from concept to implementation.
Upload Cinema is a quarterly film festival where the best Internet videos are shown on the big screen. There’s always a different theme. This time the theme is the best of Internet. To convey this, we decided to join the best of the Internet, the festival, with the worst. So we went to look for a hikikimori and we invited him to the festival. The Japanese man left his house after being shut in for 3 years.
Explain why the method of promotion was most relevant to the product or service.
Because to take a hikimori out of his house was perfect to communicate the worst and the best of the internet mergeing together.
Describe the success of the promotion with both client and consumer including some quantifiable results.
+40% audience to the festival
hundres of thousands of views in youtube
1 hikimori less in the world.