Pilot: THE GRAFFITI AQUARIUM

Credits & Description:

Advertiser: PILOT CORPORATION
Agency: DENTSU
Category: Fast Moving Consumer Goods (not including food)
Creative Director: Shinji Muto (Dentsu)
Production Manger: Shota Katsumata (Dai-Nichi)
Music: Tsuyoshi Okii (Arfox)
Programmer: Takashi Okada (Coconoe)
Copywriter/Planner: Yosuke Murai (Dentsu)
Film Director: Yuriko Taki (Dentsu Creative X)
Planner/Art Director: Yoshihiro So (Coconoe)
Photographer: Akihiko Nihonmatsu (Freelance)
Art Director: Emi Kubota (Dentsu)
Technical Director/Programmer: Junya Yamada (Coconoe)
Editor: Kenji Yamamoto (Digital Garden)
Illustrator: Sayaka Shiotani (Freelance)
Producer: Yoshiteru Toriumi (Dai-Nichi)
Editor: Naomi Okuyama (Digital Garden)
Account Executive: Noriko Nasu (Dentsu)
Account Executive: Yasutoshi Sumida (Dentsu)
Designer/Sound Effect: Yoshihiro So (Coconoe)

Relevancy
1 One side for the child and the other for the parent - Enhances communication between children and parents.2 The fish make various actions depending on the colour, shape, and size. - Stimulates participant's imagination and allows them to enjoy drawing and erasing repeatedly.3 Many parents and children can participate in the workshop at the same time. - Creates an original aquarium where various kinds of hand-drawn fish swim.

Client Brief Or Objective
Pilot, a leading stationery company in Japan, had developed a critical feeling that the growing demand of digital devices such as the iPad or Kindle would decrease the value and joy of drawing with pen and paper. Under these circumstances, the client launched new erasable colour pens, called 'FriXion Colors'. They wanted children and their parents to recall joyful experiences of actually drawing with pens and papers.

Implementation
We created an original branded experience-based entertainment content, called the Graffiti Aquarium, which makes hand-drawn images into real-life experiences. We selected the Sumida aquarium which opened last spring in the Tokyo Sky Tree Town, one of the hottest sightseeing spots in the metropolitan area, as the event site to let targets experience the Graffiti Aquarium.

Outcome
1: Over 5,000 children and parents experienced this workshop in 10 days - every time fully booked.2: Over 100,000 people visited the Sumida Aquarium in these 10 days.3: Various kinds of mass and social media picked the Graffiti Aquarium up on news. As a consequence, the two clients earned approximately 12,875,000 YEN ($160,000) equivalent PR effect without spending media costs.4: 98% of participants were highly satisfied with this content, based on questionnaires taken right after their participation.5: All FriXion Colors in the souvenir store at Sumida Aquarium were sold out.