| Title | BONS-AI |
| Brand | TDK |
| Product / Service | CORPORATE |
| Category | C07. Use of Technology |
| Entrant | ADK Tokyo, JAPAN |
| Idea Creation | ADK Tokyo, JAPAN |
| Production | CEREVO Tokyo, JAPAN |
| Production 2 | IDEALUMP Tokyo, JAPAN |
| Production 3 | ADK ARTS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takeshi Yamamoto | ADK | Creative Director |
| Satoshi Otsuka | ADK | Planner |
| Atsushi Matsumoto | ADK | Copywriter |
| Yoshihiro Kozuka | ADK | Creative Technologist |
| Ichiro Yamada | ADK | Planner |
| Tsuyoshi Fujita | ADK | Account Executive |
| Masataka Honda | ADK | Account Executive |
| Sakura Egami | ADK | Account Executive |
| Tetsuya Kogusuri | Cerevo | Hardware Producer |
| Kazumi Kira | Cerevo | Hardware Producer |
| Yujiro Kaida | Cerevo | Designer |
| Ryosuke Tamura | Cerevo | Hardware Engineer |
| Shinya Kamimura | Cerevo | Hardware Engineer |
| Munemasa Ikebukuro | Cerevo | Hardware Engineer |
| Hidefumi Miyahara | Idealump | Software Producer |
| Hiroaki Matsuoka | Idealump | Software Engineer |
| Noriaki Koide | Idealump | Software Engineer |
| Satoru Ikeda | ADK Arts | Film Producer |
| Yusuke Minato | ADK Arts | Production Manager |
| Maya Furuichi | ADK Arts | Production Manager |
| Junji Kojima | Independent | Film Director |
The idea was to use cutting-edge TDK technology in absolutely different way from trending IoT/gadgets such as stand-alone robotics or personal perfect servant like amazon echo. Thus, we come up with the idea of technology connecting human and nature. Bons-AI is not stand-alone technology but technology stands between nature and humans.
We initiated Bons-AI project as an ongoing project. We opened project outline to public before it started, and collaborated with several partners which gave us AI and robotics. The progress of this projects was introduced online and after 5 months, the prototype Bons-AI was created. We designed three functions: asking for water to humans if needed, walking around the room to look for sunlight and answering to humans's problem when people talk to it. A few series of concept movie and exhibitions attracted interests from mass and social media from not only Japan but also overseas.
400+ articles around the globe 35+ million media impressions 9+ million views on YouTube 4.4+ million website visits
Although the technology industry highly stands out among whole society and spectacular new brands appears day by day, electronic parts supplier TDK was move behind the scene. So, we needed bold approach to catch people’s attention. In order to attract our target audience, young people, advertising is not the best way to communicate. So we decided to change our communication from TV commercial to PR-based campaign that creates something new representing our brand from a different perspective.
Data gathering /Target audience (consumer demographic/individuals/organisations) / Approach /Call to action Targets are the young generations who did not know TDK because they have not used TDK's past products; cassette tape and VHS and so on. In order to attract their attention and get them interested in TDK technology, we aim to create something that they would be surprised and shared online. This strategy leads to execution that mixed new cutting-edge technology and old cultural bonsai.