Product / ServiceAUTOMOBILE
CategoryD01. Brand Environments
EntrantDENTSU Osaka, JAPAN
Entrant Company DENTSU Osaka, JAPAN
Advertising Agency DENTSU Osaka, JAPAN

Brief Explanation

The project sought to appeal to non-car fans around the world the attraction of Honda hybrid cars. The aim was to kindle interest not in the cars themselves but in hybrid technology.

The Brief

What makes HONDA HYBRID attractive is that they create value by crossing between “Electricity” and “Engine”. The plan was to create hybrid art-the fantastic result of a cross between two different elements-and present it in an art gallery. By using Origami which is always associated with Japanese culture, we also implied that Japan has technological strength.

How the final design was conceived

We analyzed the present condition of HONDA HYBRID brand and designed the work by using magnets and papers ,which are familiar with Japanese people.These origami cranes were moved in unfamiliar ways using electromagnets, which produce a magnetic field when an electric current flows through them. The cranes represented both an approach to the hybrid concept and the playful spirit of Honda.

Indication of how successful the outcome was in the market

The art gallery attracted homemakers and students with little interest in cars. According to the questionnaire, some 80 percent of visitors left with a good impression of the Honda brand. The video of Dancing Paper went viral worldwide and be covered by more than 15 Japanese TV programs and recorded over a million views in one week, contributing immensely to publicity efforts.


Name Company Position
Junichi Harima DENTSU INC. Creative Director
Fumiko Nagai DENTSU INC. Planner
Tomoki Kobori DENTSU INC. Planner
Taichi Sayama DENTSU INC. Art Director
Kyohei Myoga DENTSU INC. Art Director
Maria Sakai DENTSU INC. Producer
Liu na DENTSU INC. Producer
Togo Kida DENTSU INC. Curator
Taichi Sayama DENTSU INC. Sound Design Arrangement
Ryo Makishima DENTSU INC. Technical Director
Kenta Torimoto Producer
Yuki Mori DENTSU TEC INC. Sound Design Arrangement
Naoaki Harada DENTSU TEC INC. Sound Design Arrangement