Product / ServiceTOTO
CategoryA09. Environmental Design
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Brief Explanation

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.

The Brief

To inform about TOTO (the Japanese toilet maker)’s Co2 reduction activity by going around showrooms all over Japan.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.


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