The main duration of TVCs are mostly 15 seconds, limiting the clients to tell long formart stories around the brand. More and more brands are trying to embrace the branded entertainment content as the means of deeper brand communications, but not many has succeeded yet.

On the website, people were able to see all the films and making of videos. A character drawing tool was there for everybody to draw and submit an original character, which may appear in the next episode. When you watch any of the 12 episodes on the website, the characters made by everybody popped up next to it as they appeared in the video. At the end of the campaign, these films were edited together into an hour long film which showed at the Yubari International Film Festival, with a credit list of all the kids' that participated.

4,475 characters were created online, 1,853 kids participated in creating the scenarios, and 12 scenarios were selected to become a part of the movie. Their crazy imaginations became an hour-long film. The films have gained a total of over 3.5 million views on YouTube. The finished film was premiered in Tokyo inviting the kids and parents that participated in the workshops, and also at Yubari International Film Festival. These events were covered by numerous newspapers, magazines, TV shows, and blogs, successfully demonstrating that Estima Hybrid is a car that supports the kids’ imaginations and their possibilities.