SLOGAN GENERATOR by Dentsu Inc. Tokyo for MUSEUM OF CONTEMPORARY ART TOKYO

SLOGAN GENERATOR

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Industry Museums & Libraries
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Naoto Oiwa
Creative Director Makoto Teramoto
Art Director Tsubasa Kayasuga
Copywriter Yasuharu Sasaki
Released February 2010

Credits & Description

Category: Ambient: Digital Outdoor
Advertiser: MUSEUM OF CONTEMPORARY ART TOKYO
Product/Service: MUSEUM
Agency: DENTSU
Executive Creative Director: Naoto Oiwa
Creative Director: Makoto Teramoto/Yasuharu Sasaki
Copywriter: Yasuharu Sasaki
Art Director: Tsubasa Kayasuga
Other Credits: Media Artists: Taizo Zushi/Hide Ogawa/Mizuya Sato/Yuichi Tamagawa And Emiko Ogawa
Date of First Appearance: Feb 2 2010 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN

Description of Ambient execution
Advertising began to lose its trust. People trust their own words to search online, instead of one advertising tagline. In this case, the client was an art museum. Everyone has different image about art and it's hard to tell it in a word. So we made an art-ad hybrid tool "Slogan Generator" as an outdoor advertisement of the museum. The concept was "Release the tagline to people and make them media". It collects search keywords by the people in real time and displays them on the museum wall. It follows the people's line of sight, detects their favorite word and gives it to them as button badges to wear. They put the badges on T-Shirts or bags and became new advertising media. Advertising which were no more trusted by people had again come back close to them by the Slogan Generator.