Ricoh Design & Branding, Case study, Making of PHOTO ANIMATION CANVAS Aid-dcc, Dentsu Inc. Tokyo

PHOTO ANIMATION CANVAS

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Sector Cámaras fotográficas y videocámaras
Media Design & Branding, Case study, Making of
Mercado Japón
Agencia Aid-dcc
Agencia Dentsu Inc. Tokyo
Designer Yuichi Takatani
Producer Yusuke Tominaga, Kenich Seki
Publicado marzo 2012

Creditos y descripciones

Category: Best use or integration of digital media
Advertiser: RICOH COMPANY
Product/Service: CX5 DIGITAL CAMERA
Agency: DENTSU
Agency: AID-DCC
Creative Director/Planner: Akio Morita (Dentsu)
Planner: Yoriko Iida (Dentsu)
Account Excective: Kunihiko Monbu (Dentsu)
Producer: Yusuke Tominaga (Aid-Dcc)
Producer: Kenich Seki (Aid-Dcc)
Creative Director/Art Director: Yoshifumi Nakagawa (Aid-Dcc)
Designer: Yuichi Takatani (Aid-Dcc)
Flash Developer/Technical Director/Programmer: Masashi Ohashi (Aid-Dcc)
Technical Director/Programmer: Takanobu Izukawa (Aid-Dcc)
Imaging Director: Takeshi Nakamura (Aid-Dcc)
HTML Coder: Masakazu Okuda (Aid-Dcc)
Project Manager: Yoko Minami (Aid-Dcc)
Post Production: (T601)
Sound Design: (Mitsuhoshi Co.)
Casting: (Morbido)
Coordinator: (Pronto!)
Media placement: website - website - 2 March 2012
Media placement: webbanner - yahoo.japan - 9 March 2012

Campaign Description
Japanese people love taking photos. The percentage of families owning digital cameras is about 90%, and 30% of all families have more than two cameras. There are photo booths, called 'Purikura', everywhere, where anyone can make photo stickers of one's own face instantly. Young people enjoy making and exchanging photo-stickers as an important part of their culture.
On the other hand, making photo-animations is very difficult for them, because it requires a special machine.

Effectiveness
Ricoh is a popular brand among people with a creative mind who enjoy photos. However, the penetration of smartphones has lowered their interests in digital cameras. To break this trend, we decided to show a new way of enjoying photos by 'craft-making with photos as pieces'.
People with a creative mind tend to also have self-promotion in mind. We could make word-of-mouth promotion on the web if we made a place to create and exhibit their crafts.
Offering a website which shows crafts with photos has never been seen before.
The concept is 'Photo Animation × Canvas'.
We focused on one of the remarkable functions of the camera: Photo Animation.
We made a system to create Photo Animation by uploading multiple photos onto the website. We named this photo animation 'fotocoma'.
To fuel their creative mind more, we made 500 × 500 cells of 'Big Canvas' where users could put their fotocomas, like a big tapestry.
At the start, to show this new way of enjoying photos, we put sample fotocoma using the zooming function of the camera.

Implementation
Ricoh is a popular brand among the people with a creative mind who enjoy photos. People with a creative mind have a tendency to have self-promotion in mind. We could make word-of-mouth promotion on the web if we made a place to create and exhibit their crafts.

Outcome
It generated press and blogs picked up on the site and brought creative users to create their fotocomas.
Because those creators promoted their fotocomas by using a built-in Twitter function and on their blogs, new users came to the site to craft their fotocomas.
The result was 46,000 people visited and recorded 400,000 pv.