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| Campaign Brief |
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- "GASSAKU" means "creative collaboration" in Japanese.
- "GASSAKU" is an interactive campaign messaging excitement of intel inside PCs.
This campaign consists of Banners, Websites, Branded Applications, and YouTube Brand Channel.
- First, in the Website, we showed an documentary of art collaboration project with intel inside PCs.
We mixed up analogue artists and digital creators, and made 3 groups of collaboration. The groups were
"Animation Director + Food Artist" "Calligrapher + Sound Designer" "Marimbist + Noh Player + Creative Director,"
which probably was the first attempt in the world to collaborate. Their only rule was to use intel inside PCs, and everything else (theme, final style of artwork, for example) was their choice. We wanted this project to be real. We wanted to place intel inside PCs naturally in the contents.
- In second project "GASSAKU x You", we made exciting branded applications with 2 creators from "GASSAKU."
With the Animation Director, we made "GO BACK ANIMATION" an easy animation maker. With the Sound Designer we made "Dragencer" a fun sound generator. By using this application, users themselves can collaborate with creators and easily create his/her work. They will notice an exciting way of using PC.
- We then set up "Intel GASSAKU" Brand Channel in YouTube. In the channel, we organized an animation contest using our branded application. This attempt was to make a place to share their works and to motivate them.
This channel also worked as a big gateway from YouTube to the "GASSAKU" website.
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| Appealing points |
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- Very successful product placement by planning an appealing branded contents.
- Interesting collaboration cast that people have never seen before.
- Cool and Useful website design by posting many movies, photos, and e-mails of the collaboration process.
- Friendly to broad users by offering 2 types of website, "Full Story (flash)" and "Role Play Mode (html)."
- Creating original branded applications
- Setting up "Intel GASSAKU" Brand Channel in YouTube.
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| Outline Movie |
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| Campaign presentation movie is below (1min) |
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| Campaign structure |
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"GASSAKU" is an interactive campaign of banners, websites, branded applications, and YouTube Brand Channel.
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"GASSAKU" @ intel KK website |
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| This is the navigation page of "GASSAKU" campaign. We offer 2 different way to view the project, "Full Story" and "Role Play Mode." There is also an entrance to "GASSAKU x You" where branded applications are stored. |
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| In the middle of the "Full Story" website, there are profiles and interviews of 7 creators participating in this project.
From there, collaboration processes for each team grow out. Collaboration processes are divided into 3 phases,
and the final works are placed at the end.
We made an appealing interface which allows users to explore the website only by moving the pointer.
Zooming in and out are possible by clicking thumbnails.
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| In "Role Play Mode" website, users are asked to pick one creator at first.
Then he/she will go through the GASSAKU story by that creator’s viewpoint. |
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| In each process, we provided a link that says " Meanwhile, his/her collaboration partner were…" so that users can enjoy different viewpoints by clicking it. |
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YUICHI ITO
(Animation Direcor) |
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AYAKO SUWA
(Food Artist) |
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KENJIRO MATSUO
(Sound Designer) |
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KYOKO DAN
(Calligrapher) |
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TUSNAO YAMAI
(Noh Player) |
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KUNIHIKO KOMORI
(Marimbist) |
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SEIICHI HISHIKAWA
(Creative Director) |
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Animation Director + Food Artist
title: "Three Animas"
This team created an animation of characters made of foods.
Animation Director YUICHI ITO wrote up the scenario, and Food Artist AYAKO SUWA designed three characters of the story.
The interesting adventure story takes place in the kitchen. |
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Calligrapher + Sound Designer
title: "Sound Calligraphy"
Calligrapher KYOKO DAN and Sound Designer KENJIRO MATSUO created a fictional "Sound-Calligraphy."
Every brush stokes generate unique sounds which is linked to the meaning of the word writing down. |
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Marimbist + Noh Player
+ Creative Director
title: "Dark Path"
Marimbist KUNIHIKO KOMORI composed a music inspired by Noh. Him playing the music, Noh Player TSUNAO YAMAI performed Noh, a Japanese traditional dance. Creative Director SEIICHI HISHIKAWA made a movie artwork of the two. A surprisingly beautiful combination of European music instrument and Japanese traditional dance were born. |
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In "GASSAKU x You" project we offered two branded applications directed by Animation Director UICHI ITO and Sound Designer KENJIRO MATSUO.
Therefore, users can also do "GASSAKU" with two creators using these fun applications.
We also offered detailed explanations and useful tips so that everyone can enjoy. |
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"GO BACK ANIMATION" is an easy animation maker. What you need to do is only upload 12 photos or images, select speed and music! You can make an original animation movie playing back and forth repeatedly.
We offered an animation contest using this application in YouTube Brand Channel. |
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| "Dragencer" is an epoch-making music instrument application. With this, users can play music by drawing on the palette . Just select background tempo, and every line you draw generates unique sounds. |
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| Intel GASSAKU Brand Channel @ YouTube |
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In YouTube we set up "Intel GASSAKU" Brand Channel.
In the channel, we organized an animation contest using our branded application
"GO BACK ANIMATION."
This attempt was successful in making a place to share users’ work, and motivating them.
This channel also worked as a big gateway from YouTube to the "GASSAKU" website. |
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| Award-winning GO BACK ANIMATION works from users all over Japan |
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| Banners |
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| © Intel Corporation |
