The Social Network "Y" — Guaranteed to Go Viral - Shochiku
NOT ME THAT WENT VIRAL

Finalist

Title of Entry:	The Social Network "Y" — Guaranteed to Go Viral
Brand:	Shochiku
Product/Service:	NOT ME THAT WENT VIRAL
Client:	SHOCHIKU Co., Ltd.
Entrant Company:	no plan inc.
Creative Team:	Creative Director: Sakiko Koyama Copywriter: Yoshiyuki Hinohara Creative Technologist: Aoi Serikawa Designer: Shinnosuke Horiguchi Producer: Koji Okada Programmer: Satoshi Suzuki Programmer: Shinnosuke Irie Programmer: Yos Q Creative Support: Anri Mikami Creative Support: Ayumi Koda
Submission Text:	To promote the film NOT ME THAT WENT VIRAL, the client needed more than simple awareness. The challenge was to communicate the film’s central theme—the fear that anyone can suddenly become the target of “en-joh,” or online social backlash—as an experience that felt personal, immediate, and shareable. We created The Social Network “Y” — Guaranteed to Go Viral, an AI-powered social media simulator. When users uploaded an everyday photo, Gemini 2.5 Pro analyzed the image in real time and generated AI-driven criticism, outrage comments, private messages, and an exposé-style short-form video. The experience was designed to let users simulate how a harmless everyday image can be misread, amplified, and turned into material for public attack online. This campaign transformed the film’s theme from something audiences could understand into something they could personally feel. Because the experience was interactive and individually generated, users were encouraged to try it for themselves, share it, and discuss the unsettling realism of the simulation. As a result, the original Japanese campaign achieved 1 million plays in just 5 days, generating 100 million impressions and over 10 million video views.