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2019 ADC Awards - Interactive

720 HOURS OF YOUTH

Agency HAKUHODO KETTLE / Tokyo + HAKUHODO Inc. / Tokyo

Client Softbank Corp.
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Annual ID

ADC_INT19011B

About the Work

Y!mobile is a mobile carrier, widely supported by teenagers. However, it is being more difficult for brands to keep them hooked because todays, young people are always on social media and they’re looking for fun, jumping from one thing to the next. So crossing media platforms like Twitter, Instagram and YouTube, we delivered a continuous story “720 HOURS OF YOUTH” according to the 24 hour life cycle of actual teenagers. It starts from SNS posts of the characters. In the morning, they go to school, at the same time as real students. At 4:00 pm everyday, a YouTube drama series starts. Users can peep into the characters’ after school life. The whole story connects through the characters’ SNS posts and YouTube dramas. It continued for 30 days, crossing over various media platforms. At the day 30th, graduation day, the story’s finale was played out in public as a ”live drama”.