David Blecken
Oct 18, 2016

ANA brings Japan's festivals to life for a global audience

The airline's polished interactive guide features 3D sound and 360-degree video.

ANA brings Japan's festivals to life for a global audience

Building on its award-winning ‘Museum in the Cloud’ work, ANA has produced a website all about one of Japan’s most colourful attributes—festivals (matsuri).

The ‘Is Japan Cool? Matsuri’ site was developed by Enjin, the same agency behind the virtual museum, and produced by Birdman. It features a performance by taiko musicians Kodo in 3D sound, and a 360-degree video guide to various festivals. According to a statement from ANA, the aim is to convey the feeling of being part of the festivities.

Of course, the main aim is to encourage people to fly to Japan and experience matsuri in person, so the site functions as a useful guide for sightseers as well, detailing events throughout the seasons. ANA says Japan may have as many as 300,000 festivals, but it has selected 32 that stand out.

Campaign’s view: Like the 'Museum in the Cloud', this is an imaginative and ambitious content-marketing effort that is very well executed. Having recently said that good use of 360-degree video was limited, we are pleased to see it used in this context. Our one complaint is with the ‘Is Japan Cool?’ banner—it feels dated and unnecessary. By now it seems clear that Japan has many ‘cool’ things to offer, so the country could be more confident when talking about itself.

Source:
Campaign Japan

Related Articles

Just Published

2 hours ago

Coles CMO Lisa Ronson departs

The marketer announced she will leave by the late September. The news comes just one week ahead of Coles delivering its full financial results for 2022.

7 hours ago

How Western commerce platforms increasingly look to ...

SHANGHAI ZHAN PODCAST: Western commerce platforms such as Amazon remain distinctive, but are taking on more characteristics from their Chinese counterparts, says Victoria Glanz, who runs European operations for Chinese commerce company Fulljet.

7 hours ago

The many misunderstandings of using AI in creative work

SPIKES ASIA ACADEMY: The head of creative tech at Publicis says AI won't replace anyone in the industry anytime soon, but can be an incredible help to creatives.

7 hours ago

Asia-Pacific Power List 2022: Mits Minowa, Allbirds

The former Red Bull and Nike marketer is leading a sustainable brand out of its D2C origins and onto the global stage by launching new campaigns and entering new categories.