| Title | TOKYO PEN PIXEL |
| Brand | MUJI |
| Product / Service | NO PRODUCT |
| Category | C03. Ambient Use of Digital Technology |
| 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 |
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. 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.
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.