Short List
Product / ServiceCLAY CAR
CategoryD04. Digital Installations
Production 2 WHATEVER INC. Tokyo, JAPAN
Production 3 BASSDRUM Tokyo, JAPAN
Production 4 COCONOE Okayama, JAPAN
Production 5 TOW CO.,LTD Tokyo, JAPAN


Name Company Position
Masao Tsutsumi Nissan Motor Co., Ltd. Division General Manager
Tomo Kosaka Nissan Motor Co., Ltd. Senior Manager
Rie Mizuno Nissan Motor Co., Ltd. Brand and Media Strategy Department Japan Marketing Division
Kazue Shiga Nissan Motor Co., Ltd. Brand and Media Strategy Department Japan Marketing Division
Kazoo Sato TBWA\HAKUHODO INC. Chief Creative Officer
Takahiro Hosoda TBWA\HAKUHODO INC. Executive Creative Director
Kaname Aratame TBWA\HAKUHODO INC. Creative Director
Hideyuki Tanaka TBWA\HAKUHODO INC. Creative Director
Katsuhiro Shimizu TBWA\HAKUHODO INC. Art Director
Takumi Sekiya TBWA\HAKUHODO INC. Activation Planner
Yutaka Sato TBWA\HAKUHODO INC. Agency Producer
Hiroshi Miyamoto TBWA\HAKUHODO INC. Account Team
Tatsuki Nunomura TBWA\HAKUHODO INC. Account Team
Michitaka Kubota TBWA\HAKUHODO INC. Account Team
Mizuka Murata TBWA\HAKUHODO INC. Account Team
Takuya Beppu TOW CO.,LTD Executive Producer
Daiki Kobayashi TOW CO.,LTD Art Director
Takuma Takeo TOW CO.,LTD Producer
Tomohiro Fukuda TOW CO.,LTD Producer
Yasuhiro Kamichika TOW CO.,LTD Producer
Yoshihiro So Whatever Inc. Director / Designer / Composer
Takashi Okada Whatever Inc. Unity Engineer / Programmer
Comomo Kanayama Whatever Inc. 3DCG Designer
Junya Yamada Coconoe Inc. Technical Director / Unity Engineer / Programmer
Ryu Junhee Coconoe Inc. Electric Engineer
Ryuki Nagahora Bassdrum Inc. Composer
Masaaki Nishimura TOKYO Director
Seiya Matsumiya Black Cat White Cat / DISCO In-House at TBWA\HAKUHODO Music Producer
Joe Connor Black Cat White Cat / DISCO In-House at TBWA\HAKUHODO Associate Music Supervisor
Miyo Koya TYO Inc. PRO2_2 Producer
Takashi Ito TYO Inc. PRO2_2 Producer
Kazuki Nakamoto TYO Inc. PRO2_2 Production Manager

Why is this work relevant for Brand Experience & Activation?

In every generation, cars have always been the dream of children. However, in Japan, awareness for electric cars which are the cars of the future, still still low, and autonomous cars have not yet entered the dreams of children. Nissan aspires to provide an exciting future through electric vehicles and autonomous driving. We made an interactive experience that sparked children's creativity by crossing the traditional creative play of molding clay with modern digital technology to show children that cars of the future are exciting.


Cars are #1 on the list of things Japanese boys and girls want when they grow up. However, the share of electric cars in Japan is less than 1% and due to legal restrictions, autonomous driving is only allowed to be offered on a limited basis. As a result, there are very few opportunities for people to come in contact with electric or autonomous driving cars, and it's perception in value has remained stagnant. Nissan, the leading company in Japan for electric vehicle and autononous driving technology, hoped to convey their appeal to children who will be the leaders of the future mobility society. Our mission was to provide children with a brand experience at the Tokyo Motor Show, a festival of future mobility, where they can enjoy learning about the appeal of electric cars and autonomous driving, and to inspire more children to aspire for the future in mobility.

Describe the creative idea (20% of vote)

PLAY DO CAR is an educational program that conveys the excitement of the future of mobility. Through workshops that foster creativity and interactive hands-on devices, children can experience the cars of the future while having fun. The dream cars the children mold with the Nendo clay is scanned into a 3D model on the spot. The car is then brought to life and transformed into a car and brought to life as a character that drives around autonomously on the giant monitor screen. The monitor is a touch panel, where children can interactively enjoy and experience the city and the excitement of the mobility of the future first hand.

Describe the strategy (20% of vote)

The target audience were children between the ages of 6 and 12 who visited the Tokyo Motor Show. We asked them to mold their dream cars out of Nendo (clay) so that everyone can use their imagination and creativity. We developed a system that scans the dream cars made with clay on the spot. The system automatically equips the scanned body with four tires, so that any shape can become a "car" on the spot. In addition, the cars are given "eyes" that appear on the monitor as 3D characters that drive freely and in the interactive future city. Through the touch-panel monitor, visitors can enjoy experiencing the future of mobility by interacting with the city where their own car drives autonomously.

Describe the execution (30% of vote)

This program was held for 12 days at the Tokyo Motor Show 2019. and was fully booked for all 12 days of the show, allowing visitors to express their creativity and have fun interactively making cars out of Nendo clay. In addition, several elementary schools in the area adopted the program as part of their lesson plan, and the entire class visited the motor show venue to participate in the program as part of a field trip.

List the results (30% of vote)

- During the 12 days of the motor show, 1,285 people participated in the experience. - In addition to the general public who visited the venue, elementary schools near the venue adopted the event as part of a class field trip. - Seventy-three percent of the participating children answered that they would like to drive an electric car or an automatic car in the future. - Web Media Exposure: 41 - Television Exposure: 6