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.

Campaign Japan

Related Articles

Just Published

12 hours ago

Connie Chan leaves WPP to lead OMD China

As the new CEO of OMD China, Chan fills the role vacated by Aaron Wild just over a year ago.

13 hours ago

The COVID-19 effect on China’s gamers and mobile gaming

Are brands up to the task to delivering seamless and creative personalised ads into mobile gaming scenarios?

13 hours ago

Ice Paris stars in a funeral story for Nivea

The Thai singer/actor uses the brand's Deep Rapid Acne Wash to murder anthropomorphic pimples in a spot by Publicis One Touch.

15 hours ago

Move and win roundup: Week of July 13, 2020

Twitch, PubMatic, Rokt, Open Colleges, R/GA, Thinkerbell, and more to come in our weekly collection of people moves and account news.