At recyou.jp, produced by Tokyo studio NON-GRID, users can upload photos of themselves which are then turned into animated illustrations. Hundreds of thumbnails of each user then appear on the site, nodding and singing along to various tracks. And if the sensation of watching yourself singing on the internet wasn’t surreal enough, users can move around the projections and immerse themselves in a series of giant onscreen video walls. Uploaded photographs will also appear on banner ads and as a series of projections on various buildings around Tokyo, including, obviously, Sony HQ.
The images will also appear on the TV show, Tokyo MXTV. “We aimed to create a new advertising style in which the consumer exacts a major role,” says Naoki Ito, creative director of GT TOKYO, the agency behind this great interactive campaign. “The consumer is the nucleus of the advertising rather than, as with most user participation ideas, just being featured as a bonus.”