|Title||WALKMAN HI-RES FIGURE|
|Product / Service||WALKMAN®|
|Category||C01. Brand Environments|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company||DENTSU Tokyo, JAPAN|
|Advertising Agency||DENTSU Tokyo, JAPAN|
|Production Company||BIRDMAN Tokyo, JAPAN|
|Shinya Seino||Dentsu Inc.||Creative Director/Art Director|
|Yasuhisa Nito||Dentsu Inc.||Planner/Copy Writer|
|Yuhi Suzuki||Dentsu Inc.||Assistant Producer|
|Kouhei Ai||Dentsu Inc.||Producer|
|Masahiro Miyakawa||Dentsu Inc.||Producer|
|Ryo Roy Tsukiji||BIRDMAN Inc.||Interactive Director/Planner|
|Nobuaki Arikata||BIRDMAN Inc.||Technical Director/Programmer|
|Ryotaro Nakano||BIRDMAN Inc.||Designer|
|Tsuneharu Motoyoshi||BIRDMAN Inc.||Programmer|
|Yuya Murata||BIRDMAN Inc.||Motion Designer|
|Takeru Kobayashi||29970||Device Director/Engineer|
|Daichi Shirai||BIRDMAN Inc.||Device Engineer|
|Keita Abe||BIRDMAN Inc.||Device Engineer|
|Kazuya Toda||TOHOKUSHINSHA FILM CORPORATION||Film Producer|
|Ryohei Kaneko||TOHOKUSHINSHA FILM CORPORATION||Production Manager|
|Keisuke Hakomori||Freelance||Film Director|
|Nobuharu Kawai||Freelance||Camera Operator|
The challenge was visualizing the high-quality sound. Create media art works using a technique known as Chladni figures (visualize modes of vibration using a sand-like material).
Promote to consumers the performance of a flagship product of the highest sound quality.
As the good quality of sound cannot be seen it is difficult to portray the actual sensation. As such, we used the power of sound to vibrate an object covered with sand, which resulted in the formation of mysterious-looking patterns (Chladni figures), and were thus able to “visualize” high-quality sound. By interweaving this with a production of music and light, we aimed to create an experience that had never been seen by anyone.
Carried out during the Christmas season, it is estimated that approximately 400,000 people visited the installation. TV and Web-focused PR advertising appearance was equivalent to approximately 2 million US$. As a result, the top-end model, the high resolution audio capable WALKMAN ZX1, experienced sales far exceeding expectations causing it to be continually sold out, and additional production runs were added.