Cannes Lions
DENTSU INC., Tokyo / NIPPON TELEGRAPH AND TELEPHONE CORPORATION / 2022
Overview
Entries
Credits
Background
Due to the nature of the sport, watching athletes compete offshore in the TOKYO 2020 sailing event was challenging at the very least.
NTT leveraged 5G and ultra-high presence communication technology to create an innovative and highly realistic spectating style
Idea
NTT applied 5G and ultra-high presence communication technology to display real-time sailing images on a 55-meter wide-vision offshore screen.
NTT created an innovative and highly realistic spectating style allowing fans to experience viewing the races as if enjoying premium seats aboard a cruise ship
Strategy
NTT leveraged 5G and Ultra-realistic Communication Technology to afford fans viewing offshore events from onshore spectator seats the highly realistic sensation that the actual competition was occurring in front of their very eyes.
Execution
Drones and boats equipped with multiple 4K cameras transmitted video in real time in a 5G high-capacity format.
Ultra-wide images with 12K horizontal resolution were synthesized in real time and displayed in wide vision on gigantic 55m offshore screens.
Outcome
Met with high expectations, NTT’s initiative was broadly covered by media outlets such as the BBC, NBCU, the Wall Street Journal, and Bloomberg, representing an advertising cost conversion of 420 million yen (US$3.4 million).
The results received high praised from Olympic and Paralympic athletes and affiliated parties.
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