Cannes Lions
DENTSU, Tokyo / NHK (JAPAN BROADCASTING CORPORATION) / 2014
Overview
Entries
Credits
Description
NHK became the first network in the world to capture the Giant Squid in its natural habitat.
NHK also commissioned a renowned monster artist in Japan to create a life-size black ink painting of the Giant Squid using ink from squids, the total weight of which was equal to that of a single Giant Squid.
The billboard of this painting was showcased at a very busy train station, and the National Museum of Nature and Science located nearby also held an exhibition introducing the Giant Squid and other mysteries of the sea.
Execution
We wanted to feature the Giant Squid, a truly bewitching, mysterious creature of legends to ignite interest for the sea we. We also wanted to recreate an experience on land that would be just as dramatic as encountering a Giant Squid in the sea.
That is why we commissioned a famous monster anime artist who spent 2 days painting a life-size Giant Squid using squid ink on a mammoth Japanese paper canvas.
Outcome
This special on the Giant Squid recorded one of the highest viewerships in the history of NHK’s science program.
A video capturing the production process was also posted on YouTube and NHK’s homepage, and it generated impressive traffic.
The National Museum of Nature and Science welcomed 590,000 visitors to the exhibit.
This project successfully ignited people’s curiosity for the sea.
Similar Campaigns
12 items