TOKYO TREE

TitleTOKYO TREE
BrandDEUTSCHE SPORT MARKETING GMBH / DEUTSCHER OLYMPISCHER SPORTBUND E.V. (GERMAN OLY
Product/ServiceTEAM DEUTSCHLAND
Category D05. Interactive / Immersive Experiences
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
Name Company Position
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 worldwide 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 or initiated tree challenges (e.g., catch a falling message). It’s interesting to note that many sports fans first became aware of the DOSB through this campaign. In addition, fans supported athletes from other disciplines through the Tokyo Tree.