Title | VOICE CHOCOLATE |
Brand | NTT DOCOMO, INC. |
Product / Service | BRAND COMMUNICATION |
Category | B02. Promotional Item Design |
Entrant | HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
Media Placement | HAKUHODO INC. Tokyo, JAPAN |
PR | HAKUHODO INC. Tokyo, JAPAN |
Production | TAIYO KIKAKU Tokyo, JAPAN |
Production 2 | HAKUHODO INC. Tokyo, JAPAN |
Production 3 | SONICJAM Tokyo, JAPAN |
Production 4 | WOW Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Hiroshi Urushitani | HAKUHODO Inc. | Creative Director |
Ryoko Nagamatsu | HAKUHODO Inc. | Art Director |
Takahiro Eguchi | HAKUHODO Inc. | Director |
Toshiyuki Fujitsuka | HAKUHODO Inc. | Interactive Supervisor |
Misato Sakamoto | HAKUHODO Inc. | Copywriter |
Manabu Onose | HAKUHODO Inc. | Interactive Director |
Yuichi Osawa | HAKUHODO Inc. | Interactive Planner |
Fusanori Kuraku | HAKUHODO Inc. | Interactive Planner |
Nobutaka Aotani | NTT DOCOMO, INC. | Brand Manager |
Shintarou Oka | NTT DOCOMO, INC. | Brand Manager |
Noritaka Akiyama | NTT DOCOMO, INC. | Brand Manager |
Daisuke Fukata | NTT DOCOMO, INC. | Brand Manager |
Yoshihiro Koumura | NTT DOCOMO, INC. | Brand Manager |
Yutaka Tanaka | TAIYO KIKAKU co.,ltd. | Producer |
Yuto Nara | SONICJAM | Producer, Technical Director |
Tomoaki Endo | TAIYO KIKAKU co.,ltd. | Director |
Takehide Nishiyama | TAIYO KIKAKU co.,ltd. | Project Manager |
Ryoko Miyanishi | SONICJAM | App Developer |
Kazuhiro Hamakawa | SONICJAM | App Designer |
Mikako Nohechi | SONICJAM | App Designer |
Takashi Yasuno | Freelance | CG (3D modeling) |
Harumi Sato | TAIYO KIKAKU co.,ltd. | Web Designer |
Akito Ozaki | TAIYO KIKAKU co.,ltd. | Web Frontend Engineer |
Hayato Arakawa | HAKUHODO PRODUCTS Inc. | Producer |
Keita Kawaguchi | HAKUHODO PRODUCTS Inc. | Production manager |
Toshinori Yokokawa | HAKUHODO PRODUCTS Inc. | Production manager |
Yukiko Morita | HAKUHODO PRODUCTS Inc. | Film Director |
Kazunari Tanaka | Freelance | Cameraman |
Takahiro Kojima | HAKUHODO PRODUCTS Inc. | Cameraman |
Hisashi Ootsu | HAKUHODO PRODUCTS Inc. | Cameraman |
Each voice is completely unique to that person in the world, which explains how voiceprint authentication works. And this is why the voice is the best means of expressing a person’s individuality and conveying emotions to others. The idea we came up with to reacquaint people with voice communications was to transform voices into something that looks beautiful to the eye and can be given to loved ones.
First, we measured the vibrations of voices and turned them into visible Chladni figures. Using 3D modeling, we transformed the Chladni figures into chocolate molds. Working in collaboration with Mont St Clair, the most famous patisserie in Japan, we sold the chocolates as Voice Chocolates that let women give their voices, transformed into chocolate, to the men they love for Valentine’s Day. The chocolates were delivered to the recipients on Valentine’s Day. By scanning the chocolate with a special app that recognized AR markers in the chocolate, the recipient could play back a voice message from his Valentine on his smartphone.
The expected number of Voice Chocolates quickly sold out. Many different chocolates were made with original designs based on voices captured with the app. The world’s first beautiful voice communications were completed by sending the beautifully formed chocolates to loved ones. In this way, we successfully designed a new form of voice communication.
It’s a Valentine’s Day custom in Japan for almost women to give chocolates and to tell their feelings to men. Japanese people are too shy and they don’t often express their love to the others, but Valentine’s Day is exceptional. The strategy to remind people of the wonder of communicating by voice was for Docomo, Japan’s largest mobile phone company, to market a service letting women give to the men they love beautifully formed chocolate that visualized their Valentine’s message.