Honda Design & Branding FACE BOOM! by AOI Pro., Dentsu Inc. Tokyo

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Industry Cars
Media Design & Branding
Market Japan
Agency AOI Pro.
Agency Dentsu Inc. Tokyo
Director Roy Ryo Tsukiji
Creative Director Ryoichi Nakano
Designer Masanobu Ishii, Sanako Ukon, Mery Hayama
Released January 2012

Credits & Description

Category: Offline Digital Design
Advertiser: HONDA MOTOR
Product/Service: HONDA MOTOR
Agency: DENTSU
Creative Director: Ryoichi Nakano (Dentsu Tokyo)
Creative Director/Art Director: Yusuke Kitani (Kaibutsu)
Copywriter/Planner: Naoki Tanaka (Dentsu Tokyo)
Agency Producer: Mitsuhiro Ichiba (Dentsu Tokyo)
Director: Roy Ryo Tsukiji (Birdman)
Technical Director: Yoichi Kanazawa (Birdman)
Flash Programmer: Nobuaki Arikata (Birdman)
Programmer: Takeru Kobayashi (29970)
CG Designer: Junichi Arakawa (Birdman)
Designer: Masanobu Ishii (Kaibutsu)
Designer: Sanako Ukon (Kaibutsu)
Designer: Mery Hayama (Kaibutsu)
Sound Director: Shojiro Nakaoka (Bitztream)
Film Director: Hiroki Ono (Aoi Advertising Promotion)
Film Producer: Shunsuke Nakamura (Aoi Advertising Promotion)
Video PM: Yoshihiro Asada (Aoi Advertising Promotion)
Video PM: Takayuki Inase (Aoi Advertising Promotion)
Account Executive: Masafumi Maruyama (Dentsu Tokyo)
Account Executive: Yoshifumi Nakagawa (Dentsu Tokyo)
Media placement: WEB - Facebook - 2012/1/10
Media placement: Event - Motor Show - 2012/1/14

Describe the brief from the client
The Japanese car industry is facing a major decrease in the number of people driving cars, and children not having a chance to interact with cars have become a big issue. Our aim is to have children experience the fun of driving, and evoke their interest towards cars.

Describe the challenges and key objectives
Create an unforgettable first experience between a car and child.

Describe how you arrived at the final design
The root of fun in cars is the 'joy to controlling'. We thought about what we could do to have children experience this. What we came up with was to use the most human and childlike action: 'smile'. Using the face recognition technology, we designed the world’s first drive interface.

Give some indication of how successful the outcome was in the market
The smiles of children who experienced the machine spread across social media, news websites and TV, to over 120 countries, and over 100m households. Furthermore, as a secondary result, we were able to communicate the brand message of 'fun with cars' through the movies.