BARTIFICIAL INTELLIGENCE CARLSROID

TitleBARTIFICIAL INTELLIGENCE CARLSROID
BrandSUNTORY HOLDINGS
Product / ServiceCARLSBERG
CategoryA01. Fast Moving Consumer Goods
EntrantSUN-AD COMPANY Tokyo, JAPAN
Idea Creation SUN-AD COMPANY Tokyo, JAPAN
Idea Creation 2 YOMIKO ADVERTISING Tokyo, JAPAN
Idea Creation 3 MUSASHI WORKS Tokyo, JAPAN
Production TAIYO KIKAKU Tokyo, JAPAN
Production 2 CATERS Tochigi, JAPAN
Contributing AUTOMAGI Tokyo, JAPAN

Credits

Name Company Position
MARIKO TSUTSUMI TAIYO KIKAKU co.,ltd. Producer
YURIYA EBINA TAIYO KIKAKU co.,ltd. Production Manager
KIYOSHI OOMORI SUN-AD Company Limited Creative Director
YUKARI OKA Suntory Business Expert Limited Creative Director
AYAKA TANIGUCHI Suntory Business Expert Limited Creative Producer
MASAYUKI YAMASAWA YOMIKO Advertising,inc Creative Director
HIROSHI NAGANO YOMIKO Advertising,inc Copywriter
NAOYA WADA YOMIKO Advertising,inc Planner
MARIYA NUKATSUKA YOMIKO Advertising,inc Planner
TATSUYA KITABAYASHI MUSASHI WORKS INC. Art Director
YOHEI YAMADA RIZING inc. CG Designer
TOMOHIKO OKUTSU RIZING inc. Retoucher
NAOKI MINAMI amana inc. GR Producer
SHUHEI YAMABE TAIYO KIKAKU co.,ltd. Director
SINYA MATSUO freelance Director Of Photography
RYOTA IZUMIYA TAIYO KIKAKU co.,ltd. Producer
YUTAKA TANAKA TAIYO KIKAKU co.,ltd. WEB Producer
TOMOAKI ENDO TAIYO KIKAKU co.,ltd. WEB Director
NAMI KOUSAKA TAIYO KIKAKU co.,ltd. Production Manager
MISATO MORIMOTO TAIYO KIKAKU co.,ltd. Production Manager
KOJI SHIMIZU Automagi.inc A.I. Producer
MASAKI OOHIRA Automagi.inc A.I. Engineer
TAKASHI EGAWA Automagi.inc A.I. Engineer
HIDETAKA SATO Mikoshi co.,ltd. Gaffer
YOKO HATA Aiin co.,ltd. Music Producer
TAKAYUKI SATO freelance Editor
SHUHEI OHASHI freelance Editor
HIROKAZU KAWAMOTO VIDEO MIX LABO. Inc Sound Mixer
+Ring TAIYO KIKAKU co.,ltd. CG
YUSUKE NAKAMURA Suntory Business Expert Limited Creative Producer

The Campaign

Bartificial Intelligence (The intelligence rear at Bar), Carlsroid. Construction of conversation data obtained in bars. We made an A.I to input all the lessons that could be learned from the conversations at the bar. Such things can’t be found on Google. By outputting those data when there is an awkward pause in the talk, we aimed to break pauses and prove the importance of conversations at the bar.

Creative Execution

June 12th, 2016, the event was held at the bar in Shinjuku, Tokyo. Twenty teams, total of 35 “Social Awkward” participated this event. Carlsroid is now in the process of customization and mass-production to be installed at various bars.

Results

During 4 hours of event, there were 52 times of awkward pauses. That is, in calculation, people are having awkward pauses once in every 4.6 minutes. But, Carlsroid were able to defeat the silence most of the times, and 87% of the participants answered “Had good time drinking without the stress of awkward pauses”.

This was promoted in limited space at the bar directly to people who categorized as “Social Awkward”.

The target is the youth who admit themselves as a “Social Awkward”. By conquering the fear of awkward pauses, and the resistance of having conversation at the bar, resulted in gaining Carlsberg brand royalty.

Links
Website URL