M.W.

TitleM.W.
BrandYKK AP
Product / ServiceYKK AP
CategoryB01. Corporate Communication & Reputation Management
EntrantPARTY Tokyo, JAPAN
Idea Creation PARTY Tokyo, JAPAN
PR PARTY Tokyo, JAPAN
Production BIRDMAN Tokyo, JAPAN
Production 2 TASKO INC. Tokyo, JAPAN
Production 3 GEEK PICTURES Tokyo, JAPAN

Credits

Name Company Position
Hiroki Nakamura PARTY Creative Director
Shigeyoshi Hayashi PARTY Technical Director
Chihiro Konno PARTY Art Director + Designer
Hisayoshi Hayashi PARTY Programmer
Takashi Kibe PARTY Real Experience Producer
Keita Ichiba PARTY Digital Artisan
Kimihiro Takano PARTY Producer
Hironori Onozaki PARTY Account Director
Yukio Hashiguchi Dentsu Copywriter
Roy Ryo Tsukiji BIRDMAN Creative Director
Takeru Kobayashi BIRDMAN Technical Director
Ikumi Suzuki BIRDMAN Director
Tamio Hayashi TASKO inc. Mechanical Creator
Masato Sato GEEK PICTURES INC. Film Producer
Shunsuke Kishimoto GEEK PICTURES INC. Film Production Manager
Jun Tamukai KLAXX DESIGN Film Director
Yoshifumi Sadahara MARK INC. CG Producer
Sohei Saito MARK INC. CG Director
Katsuya Yamada aiin CO.LTD Music Producer
Naoki Kumamoto EDP graphic works Motion Creative Director

The Campaign

We developed prototypes, and created an exhibition room for people to experience the combinations of module windows at the renewed showroom in Shinagawa, Tokyo.

Execution

The first round for the project is “M.W.” We consider windows as modules: One window, one function. For example, a window functioning as a monitor, a widow that opens and shuts automatically, a window that controls the direction of light. The concept is to accommodate to the needs of each architectural environment through combining multiple windows.

“The concept Model of Windows 10 years in the Future” attracted considerable media attention. Advertising Value Equivalency: $928,263.98 Without relying on advertising, the YouTube video received 400,000 views. The project was not created for advertising, but ultimately, it is functioning as advertising. Even YKK AP employees are voluntarily visiting the showroom in Shinagawa. “YKK AP Concept Model Project” updated not only windows, but also the way of corporate communication.

The Situation

No one lives in the same way for decades. But when it comes to windows, once chosen, they usually stay the same. M.W. is the abbreviation for MODULE WINDOW or MULT WINDOW. Combinations can be changes freely to achieve all sorts of functions. When family member dynamics change, when you start a new hobby, when you want to take a breather and refresh your mind. This project was not created for advertising, but ultimately, it is functioning as advertising. Round 2 of the concept model has started. Changes are happening within the company.

The Strategy

Rather than the usual advertising, we established “YKK AP Concept Model Project.” We formed an innovation team with YKK AP’s in-house development team and external developers. The purpose is to make a “concept model” on a yearly basis, just like automobile development. This is a hybrid team of in-company and external specialists, with a mix of hardware and software.

Links

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