Title | TOILET BIKE NEO |
Brand | TOTO |
Product / Service | TOTO |
Category | A09. Environmental Design |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Design/Advertising Agency: | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yoshimitsu Sawamoto | Dentsu Tokyo | Executive Creative Director |
Hiroki Nakamura | Party | Creative Director/Planner |
Junichi Harima | Dentsu Tokyo | Creative Director/Planner |
Sohei Okano | Dentsu Tokyo | Creative Director |
Noriaki Onoe | Dentsu Tokyo | Copywriter |
Tsubasa Adachi | Dentsu Tokyo | Art Director |
Kentaro Sagara | Dentsu Tokyo | Art Director |
Tatsuyoshi Umezawa | Dentsu Tokyo | Account Manager |
Miyuki Tsuya | Dentsu Tokyo | Account Manager |
Tomonobu Yamazumi | Dentsu Tokyo | Producer |
So Moriyama | Dentsu Tokyo | Producer |
Seiichi Saito | Rhizomatiks | Digital Production |
Takashi Fujimoto | DGN | Digital Production |
Akira Fujimoto | DGN | Digital Production |
Challenge was to develop world's first, ultimate eco-friendly vehicle with TOTO which on biogas created from feces, instead of gasoline. And travelling 1,400km in 28 days on this poop-powered bike, "Toilet Bike Neo", to promote TOTO's CO2 reduction activity. The focus was to, not just designing an ad bike with an apparent catchy look, but to creating a whole new motorvating mechanism.
To inform about TOTO (the Japanese toilet maker)’s Co2 reduction activity by going around showrooms all over Japan.
To make people understand that it is poop-powered in one glance, we have made lavatory seat into a saddle and load a huge tank. What we carefully kept in mind was to find the balance between morality and fancifulness - not too bawdy, but funny enough to make people want to sit on it.
During the 1,400km promotion caravan, people along the streets and in the oncoming cars were simply caught by the extraordinary spectacle. The scenes were updated on Blogs and SNS. Its website's page views reached 600,000 for the first month after the launch and exceeded over 4,500 tweets. More than 500 people got a chance to actually straddle the bike.