WORKS

Android Project

This project is about creating a new domain of business using android technology, such as Matsukoroid, Kodomoroid®, Otonaroid®. Kodomoroid®, Otonaroid® were brought to life through a permanent exhibition project done at The National Museum of Emerging Science and Innovation (Miraikan), together with the Hitoshi Ishiguro Lab(Osaka University and ATR Hiroshi Ishiguro Lab).Kodomoroid® is a child-type android which is the first news caster android that reads the news happening around the globe, 24 hours 365 days. This is also an art which attempts to raise the question “what is human?” by reading news that are relevant to human being. Starting from that project, the development of Matsukoroid initiated. This project established an unprecedented business scheme, which the agency actually participates in “show biz” through the use of technology. The personality being an android enabled itself to free from both physical and time constraints, and appeared on TV programs such as “Matsuko and Matsuko” and other promotion. This project exemplifies a whole new approach, very different from the usual advertising business, where researchers, technologists and media team all come together.
*”Kodomoroid” and “Otonaroid” is a registered trademark of Advanced Telecommunications Research Institute International and Dentsu Inc.

© ATR・電通
© ATR・電通
Credit
(Matsuko-loid)
Chief Creative Officer: Yuya Furukawa(Dentsu) |Executive Creative Director: Yasuharu Sasaki(Dentsu)|Senior Creative Director: Naoto Oiwa(Dentsu)|Group Creative Director: Ryuichiro Akamatsu (Dentsu)|PR Director: Junko Okawa(Dentsu)|Planner/Copywriter: Hirofumi Hayashi(Dentsu)|Planner/Agency Producer: Eisuke Kishi(Dentsu)|Planner/Copywriter: Naoki Tanaka (Dentsu Lab Tokyo)|Planner/Copywriter/Creative technologist: Toru Oyama(Dentsu)|Art Director: Keisuke Ukishima (Dentsu)|Agency Producer: Kohei Ai(Dentsu Lab Tokyo)|Agency Producer:Kensuke Tanaka(Dentsu Tech)|SuperViser:Hiroshi Ishiguro(Osaka University)|Technical Producer:Takeshi Mita (A-lab)|Case movie Director:Takashi Asano (Dentsu Tech)|Presentation website designer:Keisuke Okada(Dentsu Tech)
Award
[ADFEST]
- Silver : Media Lotus (Best Use of Branded Entertainment & Content )
- Finalist : Branded Content & Entertainment Lotus (Best use of Non-Fiction Film)

[CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY]
- Bronze : Promo & Activations (Use of New Technology in a Promotional Campaign)
- Shortlist : Promo & Activations (Entertainment)
- Shortlist : Branded Content & Entertainment ( Non-Fiction TV & Broad cast)

[SPIKES ASIA FESTIVAL OF CREATIVITY]
- Shortlist : Promo & Activation (Use of Other Digital Solutions in a Promotional Campaign)

[New York Festival]
- Bronze: Branded Entertainment (Integration into a TV Show or Series)

[ADSTARS]
- Finalist : Promotion (Entertainment & Leisure)
- Finalist : Promotion (Use of Promo & Activation – use of broad cast)
- Finalist : Promotion (Integrated campaign)
- Finalist : Direct (Entertainment & Leisure)
- Finalist : Direct (Use of Digital)
- Finalist : Direct (Integrated campaign)
- Finalist : PR (Celebrity endorsement)

[GOOD DESIGN AWARD]
- GOOD DESIGN AWARD

[ACC CM FESTIVAL]
- Silver : Interactive
Date

2015

Dentsu Lab Tokyo