The Campaign

“Engineering the imagination” Kawasaki robots have power to actualize human fantasies. Powered by Kawasaki Robotics, robot-dancers’ performance was heightened to a new dimension with impossible bodily movements and hyper-acrobatic choreography. The dancers’ imagination was crystalized by Kawasaki robots; Kawasaki lives its brand promise of “Powering your potential” through its genuine manifestation.

Creative Execution

The ultimate reality in manufacturing is the factory; so the film was shot there. “Numbers No:Z” is a professional dance-duo unit who has been active performing around the world. One of their specializations is the robot-dance; in this film, 20 programmed robot-arms and lightings accelerated their performance. Beautifully in-sync with each other, the dancers and the robots performed with scale and dynamics; only made possible with human dance skills and high-performing machinery technologies.

Soon after the reveal on the web, the film acquired views through creative- and dance-related sites on top of the regular traffic. The views were especially frequent in Asia region where Kawasaki Robotics needed more awareness in. Moreover, the project made a positive impact on the internal Robotics employees; the series of challenges during this project was unconventional and was a new frontier for all of them. Now having it done, they have proven that “Powering your potential” is alive and kicking.

B2B branding can be boring…but who doesn’t dig ROBOTS?! The topic itself was interesting so we leveraged on it. Choosing the main arena on YouTube sphere, we simply wanted to go viral about this topic so that we won’t spoil the audience reactions on the fun aspect of the brand. As they will be the future creator of the robots and the brand, the youth was in our mind for the main audience; hence the music and the dance came along in the plot. Fortunately, we received a good response from the Asian audience where Robotics market is enjoying its growth..