In 2013, Japan Airline launched the new airframe on their London Tokyo flight with 10cm more leg room for its economy class passengers.

To have passengers engaged with the potential of its 10cm space. That is 10cm Drama, the first-ever interactive sound drama on the banner ad which is delivered on the banner space of about 10cm wide.
We turned its 10cm space into its “10cm of time” by creating a new cross-media banner experience connected to YouTube. On the banner, users could enjoy listening to their own stories influenced by their choices. The variation of the stories amounted to 35 in total.

The less than 10cm wide banner ad space represented the potentiality of 10cm space at foot.

Credits

• Shunsuke Kakinami (Beacon/Leo Burnett Tokyo): Creative Director

• Ryutaro Seki (Beacon/Leo Burnett Tokyo): Copywriter, Director(Sound Drama)

• Miki Shiraishi (Beacon/Leo Burnett Tokyo): Copywriter, Director(Sound Drama)

• Tomonori Oki (Beacon/Leo Burnett Tokyo): Technical Director

• Tomoki Hamamoto (Beacon/Leo Burnett Tokyo): Strategic Planning Director

• Kotaro Hamada (Beacon/Leo Burnett Tokyo): Agency Producer

• Takuro Nakajima (Beacon/Leo Burnett Tokyo): Digital Strategist

• Hiroyuki Nakayama (Beacon/Leo Burnett Tokyo): Account Manager

• Takashi Kamada (spfdesign): Art Director, Designer, Developer

• Yuko Takada (spfdesign): Director

• Takashi Tachibana (Mit Gathering): Producer, Mixing, Casting

• Mina Watanabe (Mit Gathering): Production Manager

• Takahiro Saito (Mit Gathering): Mixing

• Ayumi Kishimoto (Mit Gathering): Mixing

• Mayuko Ito (Mit Gathering): Production Manager