NTT DoCoMo Design & Branding Voice Chocolate [image] by Hakuhodo Tokyo

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Voice Chocolate [image]

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market Japan
Agency Hakuhodo Tokyo
Creative Director Hiroshi Urushitani
Art Director Ryoko Nagamatsu
Copywriter Misato Sakamoto
Released December 2016

Awards

ADFEST 2018
Design Lotus BRAND COLLATERAL Silver
Design Lotus Product Design: Consumer Products Bronze

Credits & Description

Client: Ntt Docomo, Inc.
Agency: Hakuhodo Inc. Tokyo, Japan
Entrant: Hakuhodo Inc. Tokyo, Japan
Idea Creation: Hakuhodo Inc. Tokyo, Japan
Media Placement: Hakuhodo Inc. Tokyo, Japan
Pr: Hakuhodo Inc. Tokyo, Japan
Production: Taiyo Kikaku Tokyo, Japan
Production 2: Hakuhodo Inc. Tokyo, Japan
Production 3: Sonicjam Tokyo, Japan
Creative Director: Hiroshi Urushitani (Hakuhodo Inc.)
Art Director: Ryoko Nagamatsu (Hakuhodo Inc.)
Director: Takahiro Eguchi (Hakuhodo Inc.)
Interactive Supervisor: Toshiyuki Fujitsuka (Hakuhodo Inc.)
Copywriter: Misato Sakamoto (Hakuhodo Inc.)
Interactive Director: Manabu Onose (Hakuhodo Inc.)
Interactive Planner: Yuichi Osawa (Hakuhodo Inc.)
Brand Manager: Nobutaka Aotani (Ntt Docomo, Inc.)
Brand Manager: Shintarou Oka (Ntt Docomo, Inc.)
Brand Manager: Noritaka Akiyama (Ntt Docomo, Inc.)
Brand Manager: Daisuke Fukata (Ntt Docomo, Inc.)
Brand Manager: Yoshihiro Koumura (Ntt Docomo, Inc.)
Producer: Yutaka Tanaka (Taiyo Kikaku Co.,ltd.)
Producer, Technical Director: Yuto Nara (Sonicjam)
Director: Tomoaki Endo (Taiyo Kikaku Co.,ltd.)
Project Manager: Takehide Nishiyama (Taiyo Kikaku Co.,ltd.)
App Developer: Ryoko Miyanishi (Sonicjam)
Cg (3d Modeling): Takashi Yasuno (Freelance)
Web Designer: Harumi Sato (Taiyo Kikaku Co.,ltd.)
Producer: Hayato Arakawa (Hakuhodo Products Inc.)
Production Manager: Keita Kawaguchi (Hakuhodo Products Inc.)
Production Manager: Toshinori Yokokawa (Hakuhodo Products Inc.)
Film Director: Yukiko Morita (Hakuhodo Products Inc.)
Cameraman: Kazunari Tanaka (Freelance)
Cameraman: Takahiro Kojima (Hakuhodo Products Inc.)
Cameraman: Hisashi Ootsu (Hakuhodo Products Inc.)
Web Frontend Engineer: Akito Ozaki (Taiyo Kikaku Co.,ltd.)
Interactive Planner: Fusanori Kuraku (Hakuhodo Inc.)
App Designer: Kazuhiro Hamakawa (Sonicjam)
App Designer: Mikako Nohechi (Sonicjam)
Supporting Webpage: http://voice-chocolate.dvcaw.c...
Describe the campaign/entry:
Each voice is completely unique to that person in the world, which explains how voiceprint authentication works. And this is why the voice is the best means of expressing a person’s individuality and conveying emotions to others. The idea we came up with to reacquaint people with voice communications was to transform voices into something that looks beautiful to the eye and can be given to loved ones.
Creative Execution:
First, we measured the vibrations of voices and turned them into visible Chladni figures. Using 3D modeling, we transformed the Chladni figures into chocolate molds. Working in collaboration with Mont St Clair, the most famous patisserie in Japan, we sold the chocolates as Voice Chocolates that let women give their voices, transformed into chocolate, to the men they love for Valentine’s Day. The chocolates were delivered to the recipients on Valentine’s Day. By scanning the chocolate with a special app that recognized AR markers in the chocolate, the recipient could play back a voice message from his Valentine on his smartphone.
Indication of how successful the outcome was in the market:
The expected number of Voice Chocolates quickly sold out. Many different chocolates were made with original designs based on voices captured with the app. The world’s first beautiful voice communications were completed by sending the beautifully formed chocolates to loved ones. In this way, we successfully designed a new form of voice communication.
It’s a Valentine’s Day custom in Japan for almost women to give chocolates and to tell their feelings to men. Japanese people are too shy and they don’t often express their love to the others, but Valentine’s Day is exceptional. The strategy to remind people of the wonder of communicating by voice was for Docomo, Japan’s largest mobile phone company, to market a service letting women give to the men they love beautifully formed chocolate that visualized their Valentine’s message.