Brand Experience and Activation > Touchpoints & Technology
DENTSU INC., Tokyo / PERFECT DAYS / 2024
Awards:
Overview
Credits
Why is this work relevant for Brand Experience & Activation?
How did cinema evolve? With what kind of hopes and dreams?
And what cultural values does it have?
Our mission was to find another form of expression for this idea
--an expression that is unique on the website.
And that is our scroll book, DAYS OF HIRAYAMA -- a “touching” story.
Digital innovates the analogue.
Digital innovates the film.
And a new entertainment is born.
Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
“KOMOREBI” is the Japanese word for the shimmering of light and shadows that is created by leaves swaying in the wind. It only exists once, at that moment.
PERFECT DAYS is a film produced as part of THE TOKYO TOILET ART PROJECT. Its central motif is Komorebi, a word that only exists in the Japanese language. The word captures the dancing light and shadows of leaves on a swaying tree. It is a beautiful and traditional way of perceiving the world that even the Japanese have almost forgotten. The concept of this website is to factorise and rebuild what is at the heart of the film. This has created a komorebi that is only possible on a website.
Background
The official website of the film. PERFECT DAYS is a beautiful session between the legendary German film director, Wim Wenders and one of the greatest Japanese actors, Koji Yakusho.
Hirayama, a serviceman working at the public toilets in Shibuya, Tokyo lives a quiet and disciplined life.
Describe the creative idea
Whether on the smartphone or laptop, the page reacts to touch or cursor movement. The words sway and create sounds as the viewers scroll through, gradually immersing the viewers from reality into another world. It is an experience only achievable in the digital platform, stimulating sight, sounds and senses.
Through this entrancing experience the viewers realize the subtle changes within a daily routine. These small waves of change speak volumes to the heart, creating a warm feeling that cannot be put into words.
Describe the strategy
Instead of an introduction to the film, this website offers a different experience. This is a completely new way of enabling a film experience through a website.
Describe the execution
The development process itself was a marked departure from the usual website creation process.
Proprietary tools were developed to enable real-time letter spacing and a handwriting effect that reproduces each disassembled stroke of the characters to bring out the beauty and texture of the Japanese characters.
Another system was developed to play up to 117 audio files that follow the movement and position of the text being read, allowing for a harmonised sound mix that responds to any user manipulation.
The truly ingenious design, combining sound and letters, creates a different world on the screen.
List the results
After 3 month of theatrial release, the website recorded over 2,170,000 views and 780,000 users. It also gained various positive feedback on social network platforms. The website created a new form of entertainment for filmgoers where the film experience can be amplified even further even before or after having seen the film.
The film itself has become one of Wim Wenders’ best-selling films, with box office in Japan at more than 1.2 billion JPY as of the end of March 2024. Since receiving The Best Actor Award at the 76th Cannes International Film Festival, the film has been nominated and awarded numerous awards across the globe. It has also been nominated for Best International Feature at the 96th Academy Awards.
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