MR.SNIFF

TitleMR.SNIFF
ClientLOTTE CO.
Product / ServiceACUO
CategoryB01. User Experience Design (UX)
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media DENTSU INC. Tokyo, JAPAN
PR SUNNY SIDE UP Tokyo, JAPAN
PR 2 DENTSU PUBLIC RELATIONS Tokyo, JAPAN
Production DASH Tokyo, JAPAN
Production 2 TOW Tokyo, JAPAN

The Campaign

We developed a robot who was not only capable of a high level of breath analysis, but who also presented this information through a range of entertaining gestures so as not to hurt the feelings of those being tested. We then took Mr. Sniff on the road and analyzed the breaths of people across Japan.

Creative Execution

Mr. Sniff was co-developed by Robot Yuenchi, one of Japan’s top robot manufacturers, and Aroma Bit, who worked on the cutting-edge smell sensor installed in the robot. The sensor consists of seven components that we independently developed, and which allow Mr. Sniff to detect a wide range of smells. The project was advertised through TV ads, while Mr. Sniff’s technical specifications were published on our website. We also uploaded streaming music videos that featured numerous dancing Mr. Sniffs in an attempt to create hype. These efforts helped us maximize the number of volunteers who came out for a breath test at one of the many stops—both planned and spontaneous—we made at supermarkets and public locations across Japan.

Credits

Name Company Position
Shigeru Ishida DENTSU INC. Executive Creative Director
Yujin Akita DENTSU INC. Creative Planner
Yuma Shingai DENTSU INC. Technology Director
Tatsuro Usui DENTSU INC. Art Director
Nozomi Tokunaga DENTSU INC. Communication Designer
Junta Yoshikawa DENTSU INC. Communication Director
Shinichiro Uewaki DENTSU INC. Communication Planner
Yaichi Kubo DENTSU INC. Account Executive
Hayato Saga DENTSU INC. Account Executive
Teruyoshi Murase DENTSU INC. Account Executive
Ko Izumi DENTSU INC. Robot Planner
Madoka Katsumata DASH CO.,LTD. Producer
Keisuke Ukiana DASH CO.,LTD. Producer
Yutaka Moritomo DASH CO.,LTD. Production Manager
Masayuki Okamoto MANOI KIKAKU Robot Developer
Shunichiro Kuroki AROMA BIT,INC. Sensor Developer
Syotaro Abe iXs Research Corp. System Developer
Yoshio Komatsu AMAZING STUDIO JUR Production Designer
Takashi Kibe TOW CO.,LTD Interactive Producer
Yuzuru Suzuki TOW CO.,LTD Event Producer
Yuya Kanase TOW CO.,LTD Assistant Producer
Yuki Takeuchi SUNNY SIDE UP, INC. PR Producer
Yuna Mori Dentsu Public Relations Inc. PR Planner
Chenko Tsukagoshi THE DIRECTORS GUILD Director
Nobushige Fujimoto Freelance Cinematographer
Yuji Wada Freelance Lighting
Moeno Fujimoto NOUVELLE VAGUE CO.,Ltd Production Designer
Kei Simizu Freelance Director
Miho Okahisa DENTSU CREATIVE FORCE INC. Chief Creative Producer
Links
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