Title | TOKYO TREE |
Brand | DEUTSCHE SPORT MARKETING GMBH / DEUTSCHER OLYMPISCHER SPORTBUND E.V. (GERMAN OLY |
Product/Service | TEAM DEUTSCHLAND |
Category |
D03. Special Build |
Entrant
|
KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
Idea Creation
|
KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
Production
|
REDDO INTERACTIVE GMBH Dresden, GERMANY
|
Production 2
|
REDDO INTERACTIVE GMBH Dresden, GERMANY
|
Production 3
|
KOMUNIQUE E.K. Dresden, GERMANY
|
Production 4
|
CLOUD NINE MEDIA GMBH Hamburg, GERMANY
|
Production 5
|
KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
Additional Company
|
GERMAN OLYMPIC SPORTS CONFEDERATION Frankfurt/Main, GERMANY
|
Credits
Marei Lops |
Deutsche Sport Marketing GmbH |
Communications Manager |
Jens Behler |
German Olympic Sports Confederation |
Head of Digital Communications |
Stefan Wübbe |
Kolle Rebbe GmbH |
Executive Creative Director |
Rolf Leger |
Kolle Rebbe GmbH |
Group Creative Lead |
Christoph Bielefeldt |
Kolle Rebbe GmbH |
Group Creative Lead |
Marco Obermann |
Kolle Rebbe GmbH |
Group Creative Lead |
Jan Vierig |
Kolle Rebbe GmbH |
Account Supervisor |
André Tiedemann |
Kolle Rebbe GmbH |
Account Manager, Projektmanagement Online |
Katharina Fuchs |
Kolle Rebbe GmbH |
Copywriter |
Dereck Richards |
Kolle Rebbe GmbH |
Creative Concept |
Jan-Ole Brendel |
Kolle Rebbe Studios |
Agency Producer, Producer |
Stephan Gerlach |
Kolle Rebbe Studios |
Production Manager |
Martin Lühe |
Kolle Rebbe Studios |
Production Manager |
Christian Rentschler |
Kolle Rebbe GmbH |
Online Concept |
Tobias Gebert |
Kolle Rebbe GmbH |
Web Developement |
Antonia Backert |
Kolle Rebbe GmbH |
Art Director (online) |
Christian Krause |
Kolle Rebbe GmbH |
Art Director (online) |
Franziska Ziesche |
reddo INTERACTIVE GmbH |
Project Management |
Johann Thiem |
reddo INTERACTIVE GmbH |
Account Manager & Concept |
Brian Eschrich |
reddo LABS GmbH |
Developer |
Robert Barth |
reddo LABS GmbH |
Technologist |
Ivo Radtke |
komunique e.K. |
Project Manager |
Gianluca Lorenzon |
CLOUD NINE MEDIA GMBH |
Developer |
Gregory Jacob |
CLOUD NINE MEDIA GMBH |
Managing Director |
Phillip Mall |
Freelance |
Director Of Photography |
Lukas Duensing |
Freelance |
Director Of Photography Assistant |
Sören Beseler |
Freelance |
Lightening |
Felix Meyer |
Kolle Rebbe Studios |
Editor |
Klaas Nocken |
Kolle Rebbe Studios |
Sounddesigner |
Ella Schreiber |
Freelance |
Speaker |
Ian O'Brien-Docker |
Freelance |
Composer |
Billy Ray Schlag |
Freelance |
Composer |
Cultural / Context information for the jury
For the first time in history, the Olympic and Paralympic Games took place without spectators.
Isolated from the outside world, the athletes had to spend their off time in the Olympic Village – far from family, friends, and fans. Under the motto “Being there without being there,” the German Olympic Sports Confederation (DOSB) was looking for a way to connect the athletes of Team Germany with their fans back home.
Inspired by the Japanese cherry tree, Sakura, one of the most important symbols in Japan, the Tokyo Tree was created. It is a digital tree that delivers fans’ messages in real time to athletes via mini printers.
Write a short summary of the ambient work.
Through a microsite and an Instagram profile, fans were able to send their cheers and wishes to the Tokyo Tree, which was placed in the German quarters, in the Olympic Village.
The Tokyo Tree immediately became a popular meeting place for the athletes. The installation created an exciting and creative cycle of digital and analog media: digital messages from the fans materialize as notes on-site and in turn become the subject of new digital messages from the athletes.
Fans from all over the world sent over 20,000 messages to Tokyo. The Olympians, in turn, celebrated the massive support and expressed their gratitude through their social media channels (3.2 M impressions). They decorated their rooms, collected the posts for their diaries, or initiated tree challenges (e.g., catch a falling message).