Mitsubishi Design & Branding Threebots - The World Of Mitsubishi Electric [image] by Elastique. We Design

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Threebots - The World Of Mitsubishi Electric [image]

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Industry Industrial Equipment & Agricultural Machinery
Media Design & Branding
Market Germany
Agency Elastique. We Design
Creative Director Andreas Horbelt, Andreas Schimmelpfennig
Art Director Betty Schimmelpfennig
Senior Art Director Sarah Bockenhüser
Released October 2016

Awards

Cannes Lions 2017
Design Brand Environment & Experience Design: Sculptural Brand Installation & Experience Silver Lion

Credits & Description

Title: Threebots - The World Of Mitsubishi Electric
Agency: Elastique
Brand: Mitsubishi Electric Europe B.V.
Country: Germany
Entrant Company: Elastique, Cologne
Advertising Agency: Elastique, Cologne
Production Company: Elastique, Cologne
Creative Director & Managing Partner: Andreas Schimmelpfennig (Elastique. Gmbh)
Manager Corporate Communications: Barbara Sutter (Mitsubishi Electric Europe B.V.)
Art Director & Managing Partner: Betty Schimmelpfennig (Elastique. Gmbh)
Senior Art Director: Sarah Bockenhüser (Elastique. Gmbh)
Text & Content: Stephan Neetenbeck (Elastique. Gmbh)
Creative Director: Andreas Horbelt (Elastique. Gmbh)
Managing Director: Jutta Segbert (Elastique. Gmbh)
Key Account Manager: Christin Flosbach (Elastique. Gmbh)
Digital Artist: David Weidemann (Elastique. Gmbh)
Digital Artist: Hadrien Lieu (Elastique. Gmbh)
Design & Animation: Christoph Große-Hovest (Elastique. Gmbh)
Creative Coder: Verena Henn (Grosse 8 Visuelle Kommunikation Gmbh & Co. Kg)
Creative Coder: Gerrit Kress (Grosse 8 Visuelle Kommunikation Gmbh & Co. Kg)
Project Manager: Stephan Müller (Grosse 8 Visuelle Kommunikation Gmbh & Co. Kg)
Managing Director: Uwe Weyers (Mw-Tec Ingenieurbüro Gmbh & Co. Kg)
Engineer: Tobias Tackenberg (Mw-Tec Ingenieurbüro Gmbh & Co. Kg)
Developer: Knut Dautel (Adiro Automatisierungstechnik Gmbh)
Managing Director: Stephan Kühne (Adiro Automatisierungstechnik Gmbh)
Electronics Engineer: Edgar Martinez (Grosse 8 Visuelle Kommunikation Gmbh & Co. Kg)
Technical Project Manager: Ellen Scheuer (Elastique. Gmbh)
Campaign Description:
The THREEBOTS exhibit, consisting of three industrial robots, is the highlight and epitome in the brand exhibition ‘The World of Mitsubishi Electric’ as it captures all disciplines involved in factory automation: 90% of components used for are manufactured in-house by the company, including displays, servomotors, controllers and the robots themselves. In the highlight-by loop THREEBOTS fascinate with the robots’ ability for swift harmonious movements and their almost organic appearance. The humoristic choreography and motion graphics on the screen are aligned in a highly elegant and appealing way, bridging the gap between human and machine to self-sufficient and playful effect. Visitors can switch to an interactive mode via interface: The robots give information about a diverse range of products and introduce themselves. Each equipped with a screen, the three robots thus convey a sense of the latest advances in technology – in the form of a highly fascinating installation.
Execution:
The robots have been animated in the „classical“ 3D-animation program Cinema 4D. We developed scripts so that we could export all animations in the native script language for the robots. A complex virtual rigging-system allowed us to animate the complete system in perfect spacial alignment and timing what would not have been possible with industry robot programming software. It was the only way to create this wholistic sculpture where motion graphics and the robots themselves become together the main actor.
Outcome:
What is particularly outstanding about this installation is the high standard and simplicity with which it simultaneously combines the technological advances of Mitsubishi Electric’s products for promotional purposes.A lot of international visitors from professional sector come to see the installation, since it impressively shows the perfect and very uncommon interplay between all Mitsubishi Electric products. The installations runs 8 hours a day, 5 days a week. So even it is really complex it impressively shows the robustness of Mitsubishis Electric factory automation systems.The quality of the choreography of the three robots equipped with monitors ensures that visitors are thoroughly fascinated: the result is that content is conveyed emotionally and the image of the company is positively enhanced overall.In it's first year this internal „brand world“ with the THREEBOTS had more than 2500 visitors.
Strategy:
In the field of industrial automation a robot exhibit was designed to become an impressive visual gesture – visible from all over the exhibition as well as from the street in front of the building. As an highpoint at the end of the journey through ‘The World of Mitsubishi Electric’ it embodies the company’s entire technological compentence. An completely automated installation that puts the visitors ‘eye in eye with a robot’ and thereby experience state-of-the-art technology and highest precision.
Synopsis:
Mitsubishi Electric has built a new European headquarter in Ratingen near Düsseldorf in which an exhibition of the brand will also be housed. The Japanese technology company wanted to create a brand space that invites specialist and layman likewise to encounter its complex solution range and enter into dialog. The spatial offer – a long stretched modern room with glass front and vast daylight – sets the determinants: presenting Mitsubishi Electric as a future-orientated, sympathetic and innovative company that has remained fresh, enthusiastic, vivid and curious despite its heritage and long existence.