『RAPTORS' RULES TOKYO』 won the Excellence Award at Jurassic World Digital Signage Award 2023

『RAPTORS' RULES TOKYO』 (advertiser, Toho Towa Co., Ltd.), aired using LIVE BOARD's digital OOH, won the Excellence Award at the Digital Signage Awards 2023!

Digital Signage Award 2023 Officialsite：Here

◆Excellence Award winning works

Title：RAPTORS' RULES TOKYO

In order to reflect the Jurassic World theme of "coexistence of humans and dinosaurs" in the city, we focused on Tokyo and used LIVEBOARD's digital OOH to blend in with the city and make the sudden appearances more realistic. We thoroughly researched the color changes on the walls of four locations in central Japan (Ikebukuro (two locations), Roppongi, and Aoyama), and created a total of 16 creative patterns, which changed dramatically depending on location, time of day, and weather conditions. The quality of the blending into the wall was high at all locations, at all times of the day, and in all weather conditions, creating an experience that gives passersby an impact "like being suddenly attacked by a dinosaur". The dinosaur, which suddenly appears when you think it is the outer wall of a building, is the very content of the movie. We created a production that entertained passersby and at the same time encouraged interest in the film itself.

Period: July 25 - August 1, 2022

Advertiser: Tohotowa ,Inc.

Advertising Company: Dentsu Inc.

Creative Production Company: FIELD MANAGEMENT EXPAND,Inc.

Media Company: LIVE BOARD, INC.

Ad Server provider: Hivestack Japan,Inc.

Introduction Video:　🎥　https://youtu.be/AyuxsmkKe24

◆Judges' Comments

This is an example of creativity that truly shines, with ingenious ways to blend in with the location, depending on where it is displayed. Compared to overseas OOH creative cases, it is difficult to create impactful projects in Japan due to the size issue, but I felt that this was a very good example that could be presented at overseas venues.

I felt that the creators were very particular about creating contents according to the location and weather conditions in order to pursue a sense of realism.

Creative content was delivered at multiple locations according to the time of day and the color of the walls. It also showed that it is possible to create a 3D-like effect even on a flat surface. This is a new way to utilize digital signage that combines creativity and technology.

This was a very well thought-out advertising plan that made the most of the signage in the city and included a movie tie-in. Once again, I felt that such an interesting plan is necessary for signage advertising.

- Takuya Kurahashi, Creative Director, FIELD MANAGEMENT EXPAND Inc.
We worked on the theme of "blending in" just as in the film, and were able to implement the world of the work with a high degree of precision in the city by utilizing the characteristics of the LIVE BOARD medium and using many different materials in various locations. We would like to express our sincere gratitude to all the companies involved for this award.