SHINES THE WORLD by Grey Tokyo for Grey Global Group Japan

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SHINES THE WORLD

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Industry Business equipment & services, Advertising & Communication, Corporate Image
Media Promo & PR, Case study
Market Japan
Agency Grey Tokyo
Executive Creative Director Miyagawa Kanji
Creative Director Yasuhito Imai
Art Director Mitsunori Yamazaki, Shinmei Yamamoto, Tsunoda Taichi, Ino Jun
Copywriter Takako Yoshitsugu
Released January 2010

Credits & Description

Category: Corporate Information
Advertiser: GREY GROUP
Product/Service: SELF PROMOTION
Agency: GREY TOKYO
Agency: GREY GROUP G2 TOKYO
Date of First Appearance: Jan 10 2010 12:00AM
Entrant Company: GREY TOKYO, JAPAN
Entry URL: http://awards.greygroup.jp/greyshines/
Executive Creative Director: Miyagawa Kanji (Grey Group/Grey Tokyo)
Creative Director: Imai Yasuhito (Grey Group/G2 Tokyo)
Copywriter: Yoshitsugu Takako (Grey Group/Grey Tokyo)
Art Director: Yamazaki Mitsunori (Grey Group/G2 Tokyo)
Art Director: Yamamoto Shinmei (Grey Group/G2 Tokyo)
Art Director: Tsunoda Taichi (Grey Group/G2 Tokyo)
Character Design/Animation: Kimsnake
Art Director: Ino Jun (Formes)
Flash: Takahashi Keitaro (Formes)
Flash: Ohba Shunsuke (Formes)
Flash: Tanaka Yasuhiro
Programmer: Kamisaka Kenichi
Music: Sakurai Jun
Lyrics: Yamada Nana
Vocal: Harco
Music Producer: Yamada Katsuya (Aiin)
Production Manager: Nakajima Jun (Aiin)
Web Production: (Formes)
Music Production: (Aiin)
Media placement: Website - Corporate Website - 01/11/2009

Results and Effectiveness
- Accomplished maximum of 4,115 sessions per day on our corporate site, which was 50 times the average number of sessions, before the site was launched. - Received “Site of the Day Award” at the FWA. - Received more than 200 retweets on Twitter right after the launch. - Gathered many favourable voices on Twitter & blogs worldwide (eg.”Great site!”, “Made me smile”, “This company has liveliness”) - Gained media exposure and article interview on 3 established Japanese magazines.

Creative Execution
This innovative “Interactive Musical” features all actual employees of GREY singing the company’s history and its vision. It shows us facing obstacles, overcoming adverse challenges and jobs in a positive manner. We felt that the corporate site of an ad agency should not only provide necessary information but also to uniquely express the company identity, entertain whoever visits the site and grab at their heartstrings to make them our fan. The opening of the site was announced through our corporate site, portal sites, and popular SNS sites in Japan such as Mixi, etc. The influencers on Twitter reacted straight away after launching the site, gaining over 200 retweets instantly. A few days later, the site received “Site of the Day Award” on the FWA, and the number of access bounced up.

Insights, Strategy & the Idea
Under the economic depression, working people around the world was in need of positive energy. And this was no exception to Grey’s employees; we all had the same insight of feeling insecure after losing big clients. So we believed that by transmitting our positive vision to the world, we could encourage the working people in a similar situation to get their “shine” back, which would also lead to enlightening employees at Grey. And once this small campaign succeeded, it would empower our brand as well. In Japan, GREY group (Japan) is not a well-known company. We aimed to attract as many people with this site, and contribute to gaining a higher profile, while creating deeper intimacy with potential/existing clients and the magnificent talents we work with. The communication objective of the site was to encourage our brand by sharing positive energy with the world.