Product / ServiceBOCCIA RULER
CategoryD03. Live Events
Idea Creation DENTSU INC. Tokyo, JAPAN
Production ANNO LAB Fukuoka, JAPAN
Production 2 QONCEPT Tokyo, JAPAN


Name Company Position
Kaoru Sugano DENTSU INC. (Dentsu Lab Tokyo) Creative Director
Moe Goto DENTSU INC. (Dentsu Lab Tokyo) Planner
Toru Urakawa DENTSU INC. (Dentsu Lab Tokyo) Technical Director
Yusuke Nishida DENTSU INC. (Dentsu Lab Tokyo) Art Director
Momoka Nakayama DENTSU INC. (Dentsu Lab Tokyo) Planner
Kohei Ai DENTSU INC. (Dentsu Lab Tokyo) Producer
Jun Kato DENTSU INC. (Dentsu Lab Tokyo) Producer
Syunsuke Nambu Qoncept, Inc. Image processing engineer
Kenichi Hayashi Qoncept, Inc. Image processing engineer
Sadam Fujioka anno lab Technical Direction
Nariaki Iwatani anno lab Programming
Ken Hirose TWOTONE Director

The Campaign

We produced a system that uses camera imagery to measure ball position with an accuracy of a few millimeters. In boccia, the ball you target moves. The sport needed a new way to measure the position of the ball the player threw, accurate to several millimeters each time. The display also redraws the court from the recorded position data so that spectators can get an intuitive understanding of the sport's rules and scoring by watching on a browser.

Creative Execution

First, in March we got the Boccia Ruler used at an international competition held in Japan. Monitors set up at the venue showed the application screen. Spectators got a thrilling look at how victory and defeat were decided because they could understand critical aspects of the game that you normally can't see from the stands. After that competition we then developed a web browser version so that fans can enjoy watching a game in their hands.

Indication of how successful the outcome was in the market

In March 2018, the Boccia Ruler was used at an international competition held in Japan. Many spectators watching a match for the first time said they enjoyed it thanks to the Boccia Ruler. And because the very portable design makes the Boccia Ruler available in many settings beyond the competition venue, we hope to use it at official competitions outside Japan, too. Of course, our main goal is official usage at the 2020 Tokyo Olympics, and this is why we are beginning to partner with boccia organizations.

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