| Title | TOKYO PEN PIXEL |
| Brand | MUJI |
| Product / Service | NO PRODUCT |
| Category | A03. Video / Moving Image |
| Entrant | R/GA TOKYO, JAPAN |
| Idea Creation | R/GA TOKYO, JAPAN |
| PR | R/GA TOKYO, JAPAN |
| Production | R/GA TOKYO, JAPAN |
| Name | Company | Position |
|---|---|---|
| So George Sugitomo | R/GA Tokyo | Executive Creative Director |
| Niklas Lilja | R/GA Tokyo | Executive Creative Director |
| Masa Tanaka | R/GA Tokyo | Associate Creative Director |
| Toru Nagahama | R/GA Tokyo | Design Director |
| Sookie Lee | R/GA Tokyo | Visual Designer |
| Anthony Baker | R/GA Tokyo | Group Technology Director |
| Kumi Tominaga | R/GA Tokyo | Creative Technology Director |
| Yosuke Suzuki | R/GA Tokyo | Executive Strategy Director |
| Jon Hingston | R/GA Tokyo | Group Production Director |
| Naru Kudo | R/GA Tokyo | Senior Producer |
| Yoichi Kanazawa | Kaibutsu | Motion Design Producer |
| Kenji Shimatani | Chronography | Motion Designer |
| Takahashi Okada | East Crew | Installation Production |
| Masaki Ono | AOI Pro. | Video Producer |
| Hayato Sone | 4th FILM | Videotographer |
| Bob Mackintosh | R/GA Tokyo | VP/ECD APAC |
The creative idea was simple: a gift from Tokyo to sister city Paris. MUJI color pens are one the most iconic and celebrated products of all time, not just in Japan but across the world. We used 37,968 MUJI pens to recreate the iconic Tokyo Tower, the sister of the Eiffel Tower, at the Paris MUJI store. In the lead up to the festive season the installation was illuminated with projection mapping, each pen acting as a pixel, with spectacular effect. Come Christmas-time, store visitors could take the pens with them, letting the experience live on in thousands of Parisians homes.
TOKYO PEN PIXEL used 37,968 MUJI pens as pixels to bring the iconic Tokyo Tower, the sister of the Eiffel Tower, into the MUJI Paris store. Each minute, a different projection brought the installation – and Tokyo – to life, in a vibrant world reminiscent of a snow dome. From a gentle dawn to neon night lights, kaleidoscopic snowflakes to a swirling blizzard, Tokyo’s skyline came alive. Then as a final nod to the spirit of the season, Tokyo Tower transformed into a Christmas tree, and the buildings below became colorful gifts.