Title | FACE BOOM! |
Brand | HONDA |
Product / Service | HONDA |
Category | A09. Best Use or Integration of Gaming and/or Digital Media |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Contributing Company: | DENTSU Tokyo, JAPAN |
Contributing Company: | KAIBUTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Ryoichi Nakano | Dentsu Inc. | Creative Director |
Yusuke Kitani | Kaibutsu Inc. | Creative Director/Art Director |
Naoki Tanaka | Dentsu Inc. | Copywriter/Planner |
Mitsuhiro Ichiba | Dentsu Inc. | Agency Producer |
Roy Ryo Tsukiji | Birdman Inc. | Director |
Youichi Kanazawa | Birdman Inc. | Technical Director |
Nobuaki Arikata | Birdman Inc. | Flash Programmer |
Takeru Kobayashi | 29970 | Programmer |
Junichi Arakawa | Birdman Inc. | Cg Designer |
Masanobu Ishii | Kaibutsu Inc. | Designer |
Sanako Ukon | Kaibutsu Inc. | Designer |
Mery Hayama | Kaibutsu Inc. | Designer |
Shojiro Nakaoka | Bitztream | Sound Director |
Hiroki Ono | Aoi Advertising Promotion Inc. | Film Director |
Syunsuke Nakamura | Aoi Advertising Promotion Inc. | Film Producer |
Yoshihiro Asada | Aoi Advertising Promotion Inc. | Video Pm |
Takayuki Inase | Aoi Advertising Promotion Inc. | Video Pm |
Masafumi Maruyama | Dentsu Inc. | Account Executive |
Yoshifumi Nakagawa | Dentsu Inc. | Account Executive |
Objective: The Japanese car industry is facing a major decrease in number of people driving cars, and children not having a chance to interact with cars have become a big issue. We want to have children experience the fun of driving, and offer an unforgettable FIRST EXPERIENCE. Challenge: To have children experience the fun of driving through a special way, for little children who cannot actually drive yet. Solution: We invented the world’s first car that runs on face recognition technology. Execution: We did a surprise exhibition of the machine as if it’s a car, at a motor show where over 200,000 people gather. On the first day, we saw 200 smiles from children who drove for the first time, and over 200,000 smiles including the spectators around. Furthermore, the news spread world wide through TV and SNS, created over 100,000,000 smiles.
We uploaded a teaser on YouTube and Honda’s Facebook page 5 days before the campaign. We also revealed it as news to various media and gained attention. Furthermore, for we did a surprise exhibition of the machine as if it’s a car, at a motor show where over 200,000 people and media gather.
The smiles of children who experienced the machine spread through social media, news websites and TV to over 120 countries, and over 100,000,000 households. Furthermore, as a secondary result, we were able to communicate the brand message of “FUN with cars” through the movies. And since it was very popular and favoured by the users, it was presented in Honda hosted events all over Japan.