Title | AMAZING HYBRID ART DANCING PAPER |
Brand | HONDA MOTOR(CHINA) INVESTMENT CO. |
Product / Service | AUTOMOBILE |
Category | D01. Brand Environments |
Entrant | DENTSU Osaka, JAPAN |
Entrant Company | DENTSU Osaka, JAPAN |
Advertising Agency | DENTSU Osaka, JAPAN |
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 |
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.
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.
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.
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.