| Title | PLAY! THE QUIETEST SUCTION POWER |
| Brand | ELECTROLUX JAPAN |
| Product / Service | VACUUM CLEANER |
| Category | C01. Online Video |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Entrant Company | TBWA\HAKUHODO Tokyo, JAPAN |
| Advertising Agency | TBWA\HAKUHODO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Makoto Tominaga | Aoi Pro. | Production Manager |
| Tetsuro Iwama | Aoi Pro. | Production Manager |
| Mana Hisamatsu | Aoi Pro. | Producer |
| Keisuke Mizusako | Aoi Pro. | Producer |
| Katsuya Yamada | Aiin | Music Producer |
| Mikiko | Choreographer | |
| Masahiro Shoda | Director Of Photography | |
| Kazuaki Seki | Ooo | Film Director |
| Kazuyuki Takeda | Img Src | Designer |
| Keisuke Oyama | Img Src | Programmer |
| Masanori Mori | Img Src | Programmer |
| Ken Ishizuka | Img Src | Design Engineer |
| Yusuke Koike | Img Src | Technical Director |
| Kei Takahashi | TBWA\HAKUHODO | Account Supervisor |
| Ayako Kano | TBWA\HAKUHODO | Account Executive |
| Kei Kaneko | TBWA\HAKUHODO | Account Director |
| Takeshi Ogasahara | TBWA\HAKUHODO | Copywriter |
| Katsuhiro Shimizu | TBWA\HAKUHODO | Art Director |
| Masashi Matsukura | TBWA\HAKUHODO | Interactive Planner |
| Satoshi Chikayama | TBWA\HAKUHODO | Creative Director |
Vacuum cleaners are loud. This is the conventional belief that hampered ergothree that claims unparalleled quietness. Our challenge was to disrupt the perception with an innovative demonstration. So we created the first-ever cleaner, ‘ergothree play! model,’ that turns the vacuuming noise into music; it detects dusts with the optical sensor and plays music as it sucks up dust. Then we created and shared the demo video of the ‘play! model’ and held a press event to enhance it. As the result, it generated online buzz and 1,000,000+ USD worth of free publicity, which boosted the sales of ergothree.