CategoryA08. Broadcast Design and Graphics & Digital Design
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Brief Explanation

Create an unforgettable FIRST EXPERIENCE between a car and child.

The Brief

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. To get children to feel the pleasure of driving a car through the motor show and the events, where came many children.

How the final design was conceived

The root of fun in cars is the “joy to controling”. We thought what we can do to have children experience this. What we came up was to use the most human and childlike action, “SMILE”. Using the face recognition technology, we designed the world’s first drive interface.

Indication of how successful the outcome was in the market

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.


Name Company Position
Ryoichi Nakano Dentsu Creative Director
Yusuke Kitani Kaibutsu Creative Director/Art Director
Naoki Tanaka Dentsu Copywriter/Planner
Mitsuhiro Ichiba Dentsu Agency Producer
Roy Ryo Tsukiji Birdman Director
Youichi Kanazawa Birdman Technical Director
Nobuaki Arikata Birdman Flash Programmer
Takeru Kobayashi 29970 Programmer
Junichi Arakawa Birdman Designer
Masanobu Ishii Kaibutsu Designer
Sanako Ukon Kaibutsu Designer
Mery Hayama Kaibutsu Designer
Shojiro Nakaoka Bitztream Film Director
Hiroki Ono Aoi Advertising Promotion Film Director
Syunsuke Nakamura Aoi Advertising Promotion Film Producer
Yoshihiro Asada Aoi Advertising Promotion Video Pm
Takayuki Inase Aoi Advertising Promotion Video Pm
Masafumi Maruyama Dentsu Account Executive
Yoshifumi Nakagawa Dentsu Account Executive