GUM PLAY

Bronze Spike
TitleGUM PLAY
ClientSUNSTAR
Product/ServiceGUM PLAY
CategoryB01. User Experience Design (UX)
EntrantPARTY Tokyo, JAPAN
Idea Creation PARTY Tokyo, JAPAN
PR PLATINUM Tokyo, JAPAN
Production 1-10DRIVE Kyoto, JAPAN
Production 2 1-10 DESIGN Kyoto, JAPAN
Production 3 IMG SRC Tokyo, JAPAN
Production 4 S2 FACTORY Tokyo, JAPAN
Production 5 HONEYCOMB LAB. INC. Tokyo, JAPAN
Production 6 SALVO Tokyo, JAPAN
Production 7 QOSMO Tokyo, JAPAN
Production 8 BUFFER RENAISS Tokyo, JAPAN
Production 9 AIIN Tokyo, JAPAN
Production 10 AIIN Tokyo, JAPAN
Contributing ROBOT COMMUNICATIONS Tokyo, JAPAN
Contributing 2 MELODY PUNCH Tokyo, JAPAN
Contributing 3 TYMOTE Tokyo, JAPAN
Contributing 4 GEEK SIGHT TOKYO, JAPAN
Contributing 5 VOYAGER MANAGEMENT Tokyo, JAPAN
Contributing 6 GLASSLOFT Tokyo, JAPAN
Contributing 7 +B Tokyo, JAPAN
Contributing 8 SHIROGUMI Tokyo, JAPAN

The Campaign

G·U·M PLAY changes toothbrushing, the everyday routine every since our first teeth came in, into a fun and effective experience.

Creative Execution

In October 2015, SUNSTAR revealed the G·U·M PLAY prototype and announced that the product would go on sale in 2016 Spring. On 11th April 2016, SUNSTAR held a press conference and introduced G·U·M PLAY device and features of the smartphone apps. As scheduled, G·U·M PLAY hit the market in Japan in Spring 2016. On 18th April 2016, the product became available for purchase online and also at TSUTAYA ELECTRONICS in Futakotamagawa, Tokyo. The device is sold for ¥5,000 (approx £32), with silicon covers in 5 color variations (¥500 each) for you to dress up your own G·U·M PLAY just the way you like.

Credits

Name Company Position
Naoki Ito PARTY Creative Director
Keisuke Terashima PARTY Director / Art Director
Yukio Hashiguchi Dentsu Copywriter
Miho Ishizuka PARTY Designer + Art Director (Mouth Monster)
Kotaro Hamada PARTY Planner
Kenta Watashima PARTY Engineer
Shigeyoshi Hayashi PARTY Technical Director
Kimihiro Takano PARTY Creative Producer
Hiroshi Yamanaka PARTY Producer
Jun Tanaka PARTY Executive Director
Toyoshi Morioka 1-10drive, Inc. Technical Director + Engineer
Hirokazu Fujioka 1→10design, Inc. Engineer
Arata Kanbayashi IMG SRC Producer
Shunsaku Ishinabe IMG SRC Technical Director
Kousuke Kita IMG SRC Project Manager
Eiyou Ando Salvo Inc. Engineer
Nao Tokui Qosmo, Inc. Technical Director
Fuyu Arai ROBOT Director
Tsugimasa Tanaka VOYAGER Director
Hiromasa Inoue Shirogumi Producer
Links
Website URL   |   Video URL   |   Video URL   |   Supporting Webpage