BELLTON

TitleBELLTON
BrandFUN SOLUTIONS, INC.
Product / ServiceBELLTON
CategoryF03. Brand Communication
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production LENS ASSOCIATES NAGOYA, JAPAN
Production 2 YAOYORO'S Nagoya, JAPAN
Production 3 AQUARING INC. TSURUMAI LAB Nagoya, JAPAN
Production 4 TRANKA Nagoya, JAPAN

Credits

Name Company Position
MASASHI NAKAYAMA DENTSU INC. Exective Creative Director
MICHIHITO DOBASHI DENTSU INC. Group Creative Director / Art Director
KANAKO WADA DENTSU INC. Copywriter / Planner
KANAKO SETTA DENTSU INC. Planner
THOMAS HAMILTON DENTSU INC. Translator
YUZURU HASEGAWA DENTSU INC. Translator
MASAO SHIRASAWA LENS ASSOCIATES Art Director / Designer
YOSHIYUKI HATA TRANKA Photographer
AKINORI OKADA Yaoyoro’s Movie Director
JUNPEI KAGAWA Yaoyoro’s Animation Camera
DAISUKE HAGIWARA Yaoyoro’s Motion graphics
FUMIAKI OOMOTE Yaoyoro’s Music
JUN TANAKA J-FACTORY Production Design
HIDEHISA HIRABAYASHI Toyoshiko Package Designer
SATORU OZAWA Itoubigeisha seihanjo Co.,Ltd Printing Director
TAKUYA YOSHIMURA AQUARING Inc. Tsurumai lab Planner
NAOKI SATO AQUARING Inc. Tsurumai lab Director
HIROKI NAKAGAWA AQUARING Inc. Tsurumai lab Designer
TOMOYA YAMAMOTO YAMAMOTO MFG. Technical Director
HIROKI One Groove Inc. Director
MIKI FUJITA Printing Director

The Campaign

Focusing on the fact that many parents have their children watch YouTube videos in cars, a device was designed where the actions of taking off the seatbelt locks-up the app in use, whereas when the seatbelt if put back on the app gets unlocked. When the belt is removed, it lets off a yelling bell sound encouraging to put the seat belt on. The action of wearing a seatbelt sublimated to an entertainment ‘switch’ for locking and unlocking their favorite smartphone app.

Creative Execution

Re-imagining a non-living safety device, the seatbelt, as a face, with the red button being the mouth, we added eyes to create a loveable character which children could easily get attached to. The action of putting on a seatbelt was transformed into a fun action in which Bellton ‘eats’ the insert plate. This characterization approach was also used for the smartphone/tablet control system. In this way, the overall communication experience was carefully designed to reach out to children using a multi-dimensional format.

Indication of how successful the outcome was in the market

The characterization of seatbelts by designing an eye shaped device brought upon a feeling of "affinity" and "attachment" to the hearts of children who do not like seat belts. In addition, the overall integrated design between the hardware (buckle design) and software (app) complemented to the success in changing the act of wearing a seatbelt into a positive impression, making the child to think that "I want to wear it myself!" . This product which encourages buckling-up on their own, is a fun solution that can create a seat belt wearing habit that continues on to the child's future. Featured on NHK (major national broadcaster), business TV programs and various other media.

Links

Website URL