Tokyo Metropolitan Government Film, Outdoor, Ambient Tokyo Pen Pixel by R/GA Tokyo

Tokyo Pen Pixel

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Industry Destinations (Countries & Places)
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market Japan
Agency R/GA Tokyo
Executive Creative Director George Sugitomo, Niklas Lilja
Art Director Masa Tanaka, toru Nagahama
Designer Sookie Lee
Production 4th Film
Director Hayato Sone
Released December 2017

Awards

ADC Awards 2018
Advertising Art Direction / Motion - Single SILVER CUBE

Credits & Description

Title: Tokyo Metropolitan Government - Tokyo Pen Pixel
Media: Interactive
Category: Travel, transport & tourism
Client: Tokyo Metropolitan Government
Agency: R/GA, Tokyo
Country: Japan
Sub Category : Best Use Of Ambient: Large Scale
Company Entering : R/ga Tokyo, Tokyo
Brand : Muji
Advertiser : Tokyo Metropolitan Government
Agency : R/ga, Tokyo
Executive Creative Director : George Sugitomo/niklas Lilja
Art Director : Masa Tanaka/toru Nagahama
Technology Director : Anthony Baker/kumi Tominaga
Account Executive : Masami Hazui
Designer : Sookie Lee
Agency Producer : Jon Hingston/naru Kudo
Film Production Company : 4th Film, Tokyo
Director : Hayato Sone
Cinematographer : Ryo Takanezawa
Film Producer : Masaki Ono/yosuke Hamada
Visual Effects : Kenji Shimatani
Special Effects Producer : Yoichi Kanazawa
Sound Designer : Kazuki Sugawara
English context explanation :
The tokyo pen pixel installation was created using 37,968 multicolored muji pens which incorporate projection mapping, after which the pens were gifted to customers.
The display at the muji paris store was a “unique christmas gift” for tokyo’s sister city paris and celebrates the similarities between the two cities major landmarks, the tokyo tower and the eiffel tower. The installation has been created in collaboration with the tokyo metropolitan government in a bid to promote the city as a travel destination.
Synopsis:
R/GA Tokyo has collaborated with MUJI and the Tokyo Metropolitan Government in the creation of a unique Christmas gift for sister city, Paris. Tokyo Pen Pixel is a mural of the Tokyo skyline composed from 37,968 multicoloured MUJI pens, brought to life by projection mapping. The installation is on display at the Forum des Halles store in Paris from now until December 17, after which the pens used will be gifted to customers.
The Campaign
The creative idea was simple: a gift from Tokyo to sister city Paris. MUJI color pens are one the most iconic and celebrated products of all time, not just in Japan but across the world. We used 37,968 MUJI pens to recreate the iconic Tokyo Tower, the sister of the Eiffel Tower, at the Paris MUJI store. In the lead up to the festive season the installation was illuminated with projection mapping, each pen acting as a pixel, with spectacular effect. Come Christmas-time, store visitors could take the pens with them, letting the experience live on in thousands of Parisians homes.
Creative Execution
TOKYO PEN PIXEL used 37,968 MUJI pens as pixels to bring the iconic Tokyo Tower, the sister of the Eiffel Tower, into the MUJI Paris store. Each minute, a different projection brought the installation – and Tokyo – to life, in a vibrant world reminiscent of a snow dome. From a gentle dawn to neon night lights, kaleidoscopic snowflakes to a swirling blizzard, Tokyo’s skyline came alive. Then as a final nod to the spirit of the season, Tokyo Tower transformed into a Christmas tree, and the buildings below became colorful gifts.