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KDDI launches ‘Play screen’ campaign in Japan

Japanese telco KDDI has launched a campaign to promote the effect of its 4G LTE technology on smartphones.

The campaign comprises TV, cinema, print, out of home, digital and an app called ODOROKI – a game that can be played on all of the different screen elements of the campaign.

“Anything can become a screen; this is a vision and a mission for all who works in the multi-media industry,” said Kentaro Shihaku, creative director/CEO of Glider, the agency behind the campaign.

“What if the city itself becomes a device and functions as a screen? I wanted to illustrate this vision for this campaign under the name Play Screen. Play, here, has a triple meaning of have fun, performance and playing content through different devices,” he said.

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