Double AObsession for Smoothness

SIX Inc. Spa-Hakuhodo Co., Ltd.

Working together with Double A, a globally trusted paper company distributing to more than 130 countries, and the band OK GO, our challenge was to generate an idea to show just how smooth Double A brand paper is. To do so, we decided to make an iconic art piece to demonstrate the smoothness of the paper and called it “The World’s First Paper Mapping.”

To make a music video with printed paper, we developed a highly advanced system to print simultaneously from 567 printers in the background while the band performed in the foreground. The band’s movements and the printouts needed to be in sync to tell the story smoothly though the camera. Behind the scenes videos showed that the paper mapping was carried out for real and that all the paper used was recycled and the proceeds given to Greenpeace. It was the world’s first paper mapping, with a world-class collaboration in which all participants shared an obsession for realizing this creative music video phenomenon.

Awards

  • 2018 ADFEST: Gold (Film), Silver (Film Craft), Silver (Interactive)

  • 2018 D&AD Awards: Graphite Pencil (Film Advertising Craft), Wood Pencil (Branded Content & Entertainment, Film Advertising Crafts, Music Videos)

  • ADC 97th Annual Awards: Silver (Advertising - Craft in Video x 2)

  • 2018 New York Festivals Advertising Awards: Gold (Film - Cinema, Online / TV), Silver (Branded Entertainment x 2), Bronze (Digital (Cyber) Communications, Film x 2)

  • 2018 The One Show: Silver (Moving Image Craft), Bronze (Design), Merit (Moving Image Craft)

  • 2018 Cannes Lions: Gold (Design), Silver (Design), Bronze (Film Craft)

  • 2018 Spikes Asia: Grand Prix (Digital Craft), Gold (Design, Digital, Film Craft), Silver (Digital, Film Craft, Film), Bronze (Film Craft x 2)