AI Backlash Sim 'The Social Network Y' Wins Bronze at New York Festivals
The award recognizes an AI-driven campaign that turned the film's theme of online firestorms into an interactive experience, rather than using AI for efficiency or convenience.
Reporting from 1 sources: ASCII.jp.
The AI backlash simulation experience 'The Social Network Y - Guaranteed to Go Viral,' created as a promotion for the film 'Not My Firestorm,' won Bronze in the Use of AI category at the New York Festivals Advertising Awards 2026. The campaign was played over 1 million times in its first five days after release in September 2025, generating over 100 million social media impressions and over 10 million video views.
The promotional campaign for the film 'Not My Firestorm' (distributed by Shochiku) has taken a Bronze award at the New York Festivals Advertising Awards 2026. The work, titled 'The Social Network Y - Guaranteed to Go Viral,' won in the Use of AI category of the DIGITAL/MOBILE: Best Use division. It was also named a finalist in the Immersive & Conversational Experiences category of the THE FUTURE NOW: BEST USE division.
Developed by no plan Co., Ltd., the content uses AI trained on nitpicking and malicious leaps of logic to generate an unwarranted backlash scenario from a single user-uploaded photo. The experience simulates a fictional SNS called Y, where positive comments gradually turn into criticism. The campaign launched in September 2025 and was played over 1 million times in its peak five days, with over 100 million total social media impressions and over 10 million total video views.
Creative director Sakiko Kamiyama said the team aimed to connect the experience to the film's theme of firestorms, turning the advertisement into the user's own experience rather than an explanation.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.