Blue Dragon ad campaign wins Cannes award

18 Comments by John Bardinelli Jun 23rd 2007 7:01PM
Filed under: Culture, Microsoft Xbox 360, Business

The marketing team behind Blue Dragon, the Xbox 360 RPG out in Japan and coming to North America later this summer, struck gold with their recent "Big Shadow" interactive installation in Shibuya, Tokyo, Japan. Shadows of participants' movements were projected upon a wall in the middle of town. When they perform certain actions, such as raising their arms over their heads, a giant dragon appears above their shadow. Enemy dragons would swoop or attack the shadow humans, and sometimes a giant Monty Python-esque foot would crash down on their heads. Web surfers could even participate in real-time using a webcam!

Creative director Koshi Uchiyama, joined by art director Naoki Ito, and producer Yasuhisa Kudo, received the Gold Lion award for outdoor advertising at the Cannes Advertising Awards, one of the most prestigious award shows in advertising. Check out a video presentation of the installation as well as the awards page for more images.

Tags: advertising, bluedragon, marketing, microsoft, xbox360

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(Page 1) Reader Comments

Joshua: Jun 23rd 2007; 7:29PM

It would have been cool to have been there.

I'm buying a 360 and this game in November, anyway. :)

Rory Gilmore: Jun 23rd 2007; 8:06PM

Wow!, nothing cool like that happens here in the stupid USA. I'm moving to Japan and i'm buying both XB360/Blue Dragon.

Kamizar: Jun 23rd 2007; 8:30PM

This is, what's the words i'm looking for?

Oh yea, BAD ASS!

RPGS: Jun 23rd 2007; 8:55PM

Yeah Id move th Japan for this and other reasons. LOL Japan rules! Oh yeah and so do Chinese women, and yeah and so does the women of chad, africa, and so do costa rican woman, oh wait you where talking about what again?

ExMcloud: Jun 23rd 2007; 9:10PM

YEAH 3 disc RPG FTW...Why cuz thats how its supposed to be thank you

HaHaHaHa: Jun 23rd 2007; 10:59PM

and so does the women of chad, africa

Double fucking Yuck, if you think Chad Africa women are hot you have shit-for-taste! read national geographic lately? Thats like saying Australian Aborigenes are hot!

Not saying there aren't exception to the rule but on a whole African woman are far from hot.

TheGuy: Jun 23rd 2007; 11:37PM

@HaHaHaHa

I hope you realize how racist your comment came-off sounding.

TheGuy: Jun 23rd 2007; 11:42PM

@HaHaHaHa

I hope you realize how racist your comment came-off sounding.

RPGS: Jun 24th 2007; 12:46AM

hahahaha write national geographic lately....I write. Come on man! You have to know that National geographics prints the pooriest abnomalist females of every race they cover! You do know that dont you? These women kill holY berry with her best make up on. National geographic is in the shock business not the attraction business. Did you see them cover vietnamese? if you believe those pictures you would think they are some of the ugliest women imagined. Dont believe those pictures. Its like taking a inbreed back woods american and showing it to the world and say see! This is what American men look like.

RPGS: Jun 24th 2007; 12:51AM

and I have meet some Australian Aborigenes they have some of the prettiest skin in the word. And so do the Chad women, And all the others I mentioned in the original post. See the actual thing in life not some mag trying to show the extreme! You will be shocked. I remember the days that people used to say huge ugly Russian women. Now that we have several here people are like wow! These are awesome! Same with Chinese and Philipino women and some FINE hispanic women! Not the shock image they put in most mags!

laserboyjc: Jun 24th 2007; 1:24AM

anyway...back to the post topic at hand...when I read the title I was like meh, but watching the video makes me think that is really neat. I would love something like that done with the Chicago skyscrapers so I could check it out in person, whether video game related ad or not...good job to the creative team behind this. Does this make me want to purchase the game? not really since it is not a genre I personally enjoy, but it makes me glad to see there are still clever people out there putting their gray matter to good use

Purple Haze: Jun 24th 2007; 2:55AM

Wtf? how did this come to be about africvans and aborigenes?

Stu Pidasso: Jun 24th 2007; 6:12AM

I am Darth Nihilus.

Loki: Jun 24th 2007; 8:37AM

@ 13

LOL Listen to Howard much lately???

nick: Jun 24th 2007; 11:40AM

That's pretty cool. Makes me want to check out Blue Dragon now.

Oji: Jun 24th 2007; 11:55AM

Dude, how does this even relate to the game and how is it going to push XBox's in Japan?

Also, the fact that it's on 3-discs definitely proves that DVD's aren't cutting it for this new generation of gaming. X360 should've had HD-DVD from the get-go. Now developers are paying for it.

But yeah, I'm getting this RPG soon as it goes stateside.

REUYL: Jun 24th 2007; 12:04PM

I wish we got awesome marketing campaigns here in the US. Too bad we're stuck with Orbit commercials.

ferrarimanf355: Jun 24th 2007; 12:37PM

ExMcloud, Oji,

Two things. One, Blue Dragon took up 3 discs mainly due to the CG cinematics. If the cinematics were rendered using the engine, the game probably would have been on one disc. Secondly, did either one of you bitch about Final Fantasy VII having three discs? No? Then STFU.

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