Shibuya Ward, concerned by the spread of the novel coronavirus, reviewed the request for self-restraint at 2020’s Halloween. Dentsu Lab Tokyo proposed that instead of simply saying, “Don’t gather,” the concept should be, “We can enjoy Halloween even without gathering.” With the support of Shibuya Ward, we launched the “HELLO! NEW HALLOWEEN” project together with SHIBUYA QWS .
We carried out the sale and distribution of original masks, and held an online workshop for kids who wanted to make their own costume masks. In addition, we deployed graphics at Shibuya station, commercial facilities, and jumbo screens calling for participation in the project. Furthermore, as a digital initiative, we released original effects that could be used on Instagram Stories. From AR costume effects to stickers you can play with, we developed 12 types of effects to make Halloween fun even without gathering with others. The results were definitive, with crowds in Shibuya down 67% from the year before.