Cannes Lions
NTT DOCOMO INC., Tokyo / NTT / 2019
Overview
Entries
Credits
Background
77.9% of Japanese youths (13-29 yrs.) are feeling depressed. (Survey by Cabinet Office)
Execution
The most energetic character, Goku, and his rivals transform when saving others.
By using innovative printing technology, the world’s first “Transformation Poster” was created where the characters instantly transform into strong warriors and even their lines change drastically, when shot with flash on a smartphone.
(How to play)
1. Find a character saying a line you can identify with
2. Take a photo using flash on your smartphone
3. The character will immediately transform into a super form, and blow away any depressive mood
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