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Category
Craft in Online / Mobile / Content Strategy - Single
Annual ID
ADC_INT19009B
About the Work
In the Japanese manga industry, it is difficult for non-established IPs to stand out, as a number of factors prevent readers from “trying before buying” (such as the fact that, in bookstores, the manga on sale are shrink-wrapped). As a result, many readers visit free, illegal manga hosting websites rather than risk buying something they won’t like. This has resulted in US$2.7 billion of damages for the publishing industry. To allow readers to learn about the fifth volume of a little-known manga series—without giving away content for free—we decided to produce a low-budget frame-for-frame parody of the manga. Working with Japan’s largest provider of public domain artwork, we replaced all the manga’s detailed, gritty illustrations with the company’s simple, light-hearted clip art. We distributed this parody manga for free on Amazon and other platforms on the release day of the actual manga, encouraging readers to freely distribute it.
2019 Awards
Total Points: 10
Bronze Cube
Credits
Agency
Dentsu Inc. / Tokyo
Design Firm
TAKI CORPORATION / Tokyo
Onozaki Design Office / Tokyo
Production Company
TOW Co.,Ltd. / Tokyo
sinq inc. / Tokyo
Engine Film Inc. / Tokyo
Art Director
Takeshi Shigihara
Creative Director
Noritaka Kobuse
Designer
Ryusei Sakiyama
Satoshi Onozaki
Director
Kei Shimizu
Writer
Kosuke Fukui
Tatsuki Tatara
Creative Team
Kazumi Tsukamoto
Account Team
Keigo Hayashi
Sho Aoi
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