|Title||YASKAWA BUSHIDO PROJECT|
|Brand||YASKAWA ELECTRIC CORPORATION|
|Product / Service||ROBOT MOTOMAN-MH28|
|Category||A02. Non-Fiction: series or film|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company||DENTSU Tokyo, JAPAN|
|Contributing Company||DENTSU Tokyo, JAPAN|
|Production Company||ENGINE FILM Tokyo, JAPAN|
|Mitsushi Abe||DENTSU INC.||Creative Director|
|Syunsuke Kaga||DENTSU INC.||Communication Planner|
|Fuyuki Onuki||DENTSU INC.||Copywriter|
|Tomonori Saito||DENTSU INC.||Art Director|
|Jun Fukui||DENTSU INC.||Account Executive|
|Nishina Noriko||DENTSU CREATIVE FORCE INC.||Agency Producer|
|Michiru Kobayashi||ENGINE FILM INC.||Producer|
|Yuichi Ninagawa||ENGINE FILM INC.||Producer|
|Taiichiro Tabata||ENGINE FILM INC.||Production Manager|
|Kensaku Kakimoto||office SAKU INC.||Director|
|Tetsu moridera||freelance||Lighting Director|
|Ryo Nobuka||freelance||Art Director|
|Kenichi Ogino||ALLd. INC.||Motion Designer|
|Naoki Takahashi||SOUNDROIDO INC.||Sound Engineer|
|Hirohide Ibusuki||SIS INC.||Grip|
|JEMAPUR||office SAKU INC.||Sound Director|
As far as Branded Entertainment in Japan, the current situation is that the majorities tend to be narratives that have nothing to do with the product thus lacking to leave a strong impression of the brand after viewing. It defeats the purpose. Our film does just the opposite and dispels that mainstream style.
Challenge: Yaskawa is one of Japan’s leading mechatronic companies. As the robot industry market becomes globally competitive than ever, they strive to generate their brand recognition with their unmatched technology. Idea: "How close can robots get to humans?" This is a documentary to challenge the industrial robot's performance limitations; to re-produce the "ultimate human movements" without using CGI. Execution: We asked the five Wold Guinness record holder including such tehnique as the "cutting a 6mm BB bullet", Master of Iaijyutsu, Isao Machii aka "The Modern Samurai", for collaboration. Master Machii's ultimate swordplay was reproduced through the flagship industrial robot, "MOTOMAN-MH24" and this film was showcased on the YouTube channel.
The contents were drawn through "complete free publicity". One press release triggered the film to get featured on major worldwide media such as TIME, CNN, THE WALL STREET JOURNAL, Business Insider, and Popular Science, etc. Our catchy introductory headline, "Industrial Robot vs. Sword Master", further boosted more online views.
With 4.7 million views on YouTube, shares over 5.3million, and being featured on various worldwide media brought upon promotional value of more than US$8,000,000. Furthermore, inquiries for product and technology soared.
"How close can robots get to humans?" Yaskawa takes up on this all-time ultimate quest for robot industries, and was able to successfully showcase their state-of-the-art technology to the world through their documentary with "zero media cost" . Furthermore, together with the engineer from the client side and the agency, it took 6 months to work and fine-tune the movements of our "hero" robot. The approach and process for production was completely different compared to that of a Traditional Advertising.