Title | MR.SNIFF |
Brand | LOTTE CO. |
Product / Service | ACUO |
Category | E03. Innovative Use of Technology |
Entrant | DENTSU 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 |
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 |
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.
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.