PEPPER

Short List
TitlePEPPER
ClientSOFTBANK / SOFTBANK ROBOTICS
Product / ServiceCOMMUNICATION PARTNER ROBOT
CategoryA01. Innovative Technology (incl. standalone solutions not in association with a brand or creative campaign)
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Advertising Agency 2 SOFTBANK ROBOTICS CORP. Tokyo, JAPAN
Production Company GEEK PICTURES Tokyo, JAPAN

The Brief

As a new business, telecommunication company Softbank developed the first communication tool of its kind: a communication partner. Compared to other robots up until now, he was developed with a totally different goal and idea in mind. Robots until now have been made to work at hazardous sites and act as extensions for computers or essentially be replacements for human labor. We aimed to create a "communication partner" that would live side by side with humans. To become a "communication partner," it required not only hardware and software development, but also advanced communication skills and a human-like personality. Softbank, Softbank Robotics, and Aldebaran Robotics developed hardware and software. The interface for character and communication was developed by an advertisement agency's creative team. "Yoshimoto",Japan's Monty Python, also participated in building the robot's personality and user experience unlike any before. First, the basics of conversation and personality was developed. Integrating these with technologies like "Eemotion Recognition" and "Cloud AI" produces unlimited user experiences. By opening the development platform to the public, many creators and media artists became involved, accelerating its evolution.

1000 Peppers sold out in just one minute on the launch day to public. From only children to the elderly, he became a companion for 300 people. His communication skills are also being put to work at shops all around Japan. Some shops, customer visits increased by up to 150%. He also received offers from over 1000 companies, including to be a barista and a voice actor for a Disney movie. He is also extremely popular in the media. He is now a regular in 3 programs. Able to learn about and understand people, Pepper's communication abilities are being leveraged in many ways. Technology only makes sense when it connects with people and makes them happy. Pepper is a robot who has taught us that.

As a new business, telecommunication company Softbank developed the first communication tool of its kind: a communication partner. Compared to other robots up until now, he was developed with a totally different goal and idea in mind. Robots until now have been made to work at hazardous sites and act as extensions for computers or essentially be replacements for human labor. We aimed to create a "communication partner" that would live side by side with humans. To become a "communication partner," it required not only hardware and software development, but also advanced communication skills and a human-like personality. Softbank, Softbank Robotics, and Aldebaran Robotics developed hardware and software. The interface for character and communication was developed by an advertisement agency's creative team. "Yoshimoto",Japan's Monty Python, also participated in building the robot's personality and user experience unlike any before. First, the basics of conversation and personality was developed. Integrating these with technologies like "Eemotion Recognition" and "Cloud AI" produces unlimited user experiences. By opening the development platform to the public, many creators and media artists became involved, accelerating its evolution.

Credits

Name Company Position
Tatsuro Kurisaka Softbank Corp. Chairman
Daisuke Uchiike Softbank Corp. Chairman
Kayoko Miyazono Softbank Corp. Chairman
Fumihide Tomizawa Softbank Robotics Corp. Chairman
Kazutaka Hasumi Softbank Robotics Corp. Chairman
Kenichi Yoshida Softbank Robotics Corp. Chairman
Kaname Hayashi Softbank Robotics Corp. Chairman
Hiroshi Sasaki Shingata Inc. Executive Creative Director
Takashi Sakuma DENTSU INC. Creative Director
Tomoyuki Torisu DENTSU INC. Copywriter
Yutaka Takiguchi DENTSU INC. Agency Producer
Kenichi Nagai 1-10design,Inc. Creative Technologist
Yukihiro Sasae 1-10design,Inc. Creative Technologist
Masato Sato GEEK PICTURES INC. Producer