Silver Spike

Case Film

Presentation Image

Product / ServicePROPILOT 2.0
CategoryD01. Tech-led Brand Experience
Production 2 BIRDMAN Tokyo, JAPAN


Name Company Position
Kazoo Sato TBWA\HAKUHODO INC. Chief Creative Officer
Takahiro Hosoda TBWA\HAKUHODO INC. Executive Creative Director
Tetsuya Umeda TBWA\HAKUHODO INC. Creative Director
Yuhei Ito TBWA\HAKUHODO INC. Art Director
Sasuke Hatao TBWA\HAKUHODO INC. Art Director
Daiki Kawauchi TBWA\HAKUHODO INC. Copywriter
Hideyuki Kobayashi TBWA\HAKUHODO INC. PR Planner
Kyosuke Hashimoto TBWA\HAKUHODO INC. PR Planner
Takuma Fujii TBWA\HAKUHODO INC. Account Director
Yu Hamada TBWA\HAKUHODO INC. Account Executive
Junko Koizumi TBWA\HAKUHODO INC. Account Executive
Kazuki Kimura TYO PRO2 Movie Producer
Daisuke Kobayashi DADADA Movie Director
Naoki Imoto Office Hideki Kuroda Cameraman
Takeru Akiba TYO PRO2 Production Manager
Shoichi Kawada Kawadaseika Offline Editor
Takahiro Ota Khaki Online Editor
Satoshi Nishimura Freelance Photographer
Ryo Shimura VITA INC. Retoucher
Yohei Yoshida juice&juicy Stylist
Rie Sakima GOLD CAST Casting
Masaru Yamaguchi Ydot Special Effects Computer Graphics
Yasunori Hoshimoto Audio Sweet Sound Engineer
Seiya Suzuki maxilla Music
Takeru Kobayashi Birdman Technical Director
Yasue Kana Birdman Device Developer
Mizuho Suzuki Birdman Device Developer
Keisuke Yokota Birdman Technical Project Manager
Kiyoharu Mitsui R-Style Prop producer
Eri Sato Kartz Media Communication PR Planner
Kaori Koizumi Kartz Media Communication PR Planner
Jeremy Lau Kartz Media Works PR Planner
Yu Sugiguchi TOW Event Assistant Producer
Kinpara Keiichi TOW Event Producer

Why is this work relevant for Brand Experience & Activation?

By entertaining information on the development of new technologies of companies, we succeeded in delivering information to elderly people who had difficulty reaching. Furthermore, by becoming a hot topic on various TV programs and SNS, we were able to inform even those who are not interested in automobiles the high level of Nissan's autonomous driving technology.


In Japan, the number of traffic accidents caused by elderly people is increasing year by year. The development of autonomous driving technology is progressing year by year to solve these issues, however, there is one major problem. The older generations believe they still can drive better than machines and are unwilling to learn about the latest in automotive technology.

Describe the creative idea (20% of vote)

Nissan repurposed ProPIOT, an autonomous driving technology to create self "driving" golf balls that recognizes the course and move towards the goal. Golf balls became a tool to teach the advanced level of autonomous driving technology to the elderly.

Describe the strategy (20% of vote)

Elderly people are not interested in the news about advances in autonomous driving technology. So, by using golf, which is a sport that elderly people like, Nissan has sublimated information on autonomous driving into entertainment that makes them want to see it.

Describe the execution (30% of vote)

The campaign started with a single video of a boy playing miraculous shots using the ProPILOT golf ball which quickly spread to the world through Nissan's social media accounts. The campaign is ongoing with plans of implementing places to actually experience using the ProPILOT golf ball at Nissan's galleries and real golf courses.

List the results (30% of vote)

・Media Exposure 1400+ medium:69 countries ・Estimated AD Value:$12M ・Traffic to NISSAN's autonomous drive website:×55 up ・Top of mind for autonomous drive ranking:No.1