Though the Digital Art Festival, a groundbreaking art festival in Japan, has been extremely popular with people in creative fields, it failed to attract regular attendants. Those unfamiliar with the subject found it too abstract and felt it was too difficult or irrelevant to their lives.The client wanted to find a way to promote the festival and increase attendance, particularly among those who are not inclined toward digital art.

Our solution was to advertise the festival using digital art in a tangible way with the Digital Ad Truck..

By shouting “Digital Art Festival” into a megaphone, the festival name was digitally transformed into typography modified by the participant’s voice. The performance was photographed and printed as postcard ads, posters, and flyers, while the voice-modified text was displayed as a sign. Each shout created a unique, interactive ad for the festival. The participants were able to see the advertisements in real-time and be a part of the ad first-hand.

Participants were able to experience digital art firsthand and walk away with a personalized postcard ad. The resulting art was also used to decorate the city as giant posters, and the voice-modified text was used as an eye-catching sign that passers-by could also see.The festival was attended by over 10,000 people. The Digital Art Truck was featured on the major TV channels, NHK and others, gaining much additional press, although the budget was only $30,000. Over 90% of the Digital Art Festival participants said they are willing to come again next year.