In Japan it’s not unusual to come across outdoor street events promoting one brand or another. However, about 7 years ago, Microsoft Japan caused a bit of a sensation when it initiated the “Big Shadow” project in the Shibuya area of Tokyo. Shibuya is a part of town that’s especially popular amongst people 15-35—ideal targets for the product spotlighted at the event, the Blue Dragon video game for the XBox 360.
GT Tokyo drew on a certain function within in the XBox game, Blue Dragon – where the protagonist’s shadow becomes a dragon when he fights – for its promotion of the game in Japan. Focusing on the primordial human experience of shadows, the agency projected magnified shadows of ordinary people against buildings in Shibuya, Tokyo, and created a system whereby they could play with them. The projected shadow could suddenly change into the shape of a dragon, adding to the fun.
Technology formed the backbone of the project – the “shadow” cast were not real, but were projections of images captured by a video camera and manipulated with a specially developed program before being cast onto the wall by four powerful projectors. This combination of technology enabled the “shadow” to morph into shapes such as the dragon shadow images. The dragon would appear when partecipants performed certains actions, such as raising their arms over their heads. Minotaur and Phoenix shadows were also programmed to appear alongside projections of a giant hand, a foot and a cup of water.
Extra shadows could be added to the on-site wall projection in real time via the internet. All the relayed images were the archived online, where users could view them as a sequence of still images arranged along a time axis.
The event and website were awarded gold lion in Cannes and a gold medal in the interactive campaign category of the Tokyo Interactive Ad Awards for 2007.
Stefan Asafti is a Web Designer/Graphic Designer from Cluj-Napoca, Romania. Once upon a time Stefan created a project about great brands of the modern world. We’re pretty certain you will recognize every single brand listed. Thanks to the free market, competition to offer the best value to the consumer is fierce. Brands fight against each other in a never ending boxing match to win your heart.
There have always existed disputes among the competing parties, divergent opinions, while the fans of each brand were convinced that theirs was the best product. Last, but not least, the rivals have even conducted ad campaigns against the competing brands. This project mostly approaches the visual “conversations” between the company logos and the ways that they influence each other, hence the name of the project, Brandversations. It is a parallel between the modern and the old, some of the slogans dating back to the 40s and 50s.
The slogans of the brands amongst themselves have been switched, with the overall goal being to give them further meaning and to create a sort of a confusion. It is surprising how logos can influence other logos. The truth is that each pair of rivals has something in common, that something which has helped them to build one identity upon the other, this way becoming the biggest brands.
Completing this project has taken a lot of time and a lot of patience for Asafti. Each little bit of the final image has been moved and resized manually in order to maintain a correct and balanced composition and layout of the elements.
Coca-Cola and Pepsi
Nikon and Canon
Microsoft and Apple
Internet Explorer and Firefox
McDonald’s and Burger King
thanks to InspirationFeed