VOICE CHOCOLATE

Short List
TitleVOICE CHOCOLATE
ClientNTT DOCOMO, INC.
Product / ServiceBRAND COMMUNICATION
CategoryA03. Augmented Mobile Experience
EntrantHAKUHODO 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

The Campaign

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.

Creative Execution

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, which is the original application of mobile.

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.

Credits

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
Links
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