THE UNIVERSITY OF TSUKUBA’S SPECIAL NEEDS SCHOOLS Publicidad en TV y cine, Digital Eye Play the Piano Hakuhodo Kettle Tokyo, Taiyo Kikaku Co.

Eye Play the Piano

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Sector Educación
Media Publicidad en TV y cine, Digital
Mercado Japón
Agencia Hakuhodo Kettle Tokyo
Producer Keitaro Kamijo
Agencia Taiyo Kikaku Co.
Director Kazuma Kitada
Creative Director Shota Hatanaka
Designer Yuri Morimoto
Producer Toshiyuki Takei
Agencia de production Aid-dcc
Publicado mayo 2015

Premios

Cannes Lions, 2015
CYBER BRANDED TECH: TANGIBLE TECH (INCL. DIGITAL PRODUCTS, UTILITIES & TOOLS) BRONZE

Creditos y descripciones

Advertiser: THE UNIVERSITY OF TSUKUBA’S SPECIAL NEEDS SCHOOLS
Agency: HAKUHODO KETTLE
Geo: Japan
Director: Kazuma Kitada(TOKYO /TAIYOKIKAKU)
Camera: Keiichi Tomita()
Producer: Keitaro Kamijo(Hakuhodo)
Technical director / Sound Producer: Kenjiro Matsuo(Invisible Designs Lab.)
Piano player: Kota Numajiri()
Technical director / Programmer: Masashi Ohashi(AID-DCC Inc.)
PR Producer: Ryo Muramatsu(P-point)
Camera: Shingo Ikeura()
PR Producer: Takashi Uno(P-point)
Motion designer: Takayuki Kitai(AID-DCC Inc.)
Production manager: Tomoya Tajima(TAIYOKIKAKU)
Designer: Yuri Morimoto(AID-DCC Inc.)
Transporter: Kentaro Muraishi()
System Engineer: Masaru Kinoshita(AID-DCC Inc.)
Production manager: Masayoshi Takayanagi(TOKYO /TAIYOKIKAKU)
Production manager: Rintaro Kozasa(TOKYO /TAIYOKIKAKU)
Camera: Ryosuke Toyama()
Creative Director: Shota Hatanaka(HAKUHODO Kettle)
Producer: Toshiyuki Takei(TOKYO /TAIYOKIKAKU)
Programmer: Yoshiaki Kajiyashiki(AID-DCC Inc.)
Production Company: AID-DCC Inc., Tokyo
Production Company: Invisible Designs Lab., Fukuoka
Production Company: TOKYO /TAIYOKIKAKU co.,ltg, Tokyo
Production Company: TAIYO KIKAKU, Tokyo
Production Company: P-point, Tokyo
Production Company: FOVE, Tokyo
Production Company: Blue Bayou, Tokyo
Production Company: cultrange, Tokyo
Production Company: OFFICE HARA, Tokyo
Brief Explanation
Kota Numajiri is a 16-years-old student who suffers from Spinal Muscular Atrophy, a disease that affects muscular development in the arms and legs. He has loved music since he was a little child, and his dream was to play piano by himself.
The development for the universal piano system,“Eye Play the Piano,” was brought up with the idea of coupling an eye-tracking system to recognize the direction of eyes through the virtual reality headset with an instrument so the user could play the instrument without their hands or arms but instead only with their eyes.
Eye Play the Piano is an unprecedented, specialized and universal instrument aimed towards those who have physical handicaps and are not able to move their hands or feet. This system not only left an impression in Japan but also left an impression across the entire world.
Describe the brief from the client:
In Japan there are over one million seven hundred thousand (1,700,000) people with physical disabilities and three hundred (300) schools for the physically disabled where children with physical disabilities attend.
Children with physical handicaps who have difficulty with the movement of their hands or feet often have limitations with regards to“individual expression.”
The University of Tsukuba’s Special Needs Schools, who operate various schools across the country for the physically disabled, declares "expanding the possibilities of children" as their educational philosophy and aims to provide an educational environment where handicapped students can express their imagination freely.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Eye Play the Piano gave an opportunity for disabled people who have lost their arms or legs, or people with muscular diseases to try a new experience, that is to play musical instruments freely without using their body.
This project played an important role in spreading the uppermost notion of education, that is “to open the children to infinite possibilities.”
As a result, this project has won the media publicity of over 9 million dollars.
By making the Eye Play the Piano application an open source application, anyone around the world will be able to experience the system if they have access to the head mount display and musical instrument.
Moreover, through charity fundraising, we were able to donate the device to other 53 schools.
Furthermore, the Ministry of Education has started to fully introduce the system to expressive education, which has advanced the future of special education in Japan.
Explain why the method of promotion was most relevant to the product or service:
We developed the universal piano system,“Eye Play the Piano,” by using an eye-tracking system within a head mount display so the piano could be played without the use of hands or arms but rather by blinking on the desired key to play that note.
The arrangement of the standard keyboard, which is designed to be played by hand has been reassembled to an interface which can be played by “sight.” A very rich and varied musical performance can be obtained through the combined application of the mono-tone mode and harmonic mode.
The project to use the system in a musical performance was started alongside Kota Numajiri, a student of this school who was born with Spinal Muscular Atrophy and had never played a musical instrument. In December of 2014, after 4 months of practicing, he played the piano for their first ever Christmas concert at this school.