Cannes Contenders: Dentsu Tokyo

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges... Here are the contenders from Japanese powerhouse Dentsu Tokyo.

HONDA_poster_1_CMYK.jpgHonda. Beautiful Engines.
Dentsu Tokyo

"Honda. Beautiful Engines." is a corporate branding campaign developed for the  2014-2015 motor show season. Starting with the insight that Honda is the world's largest engine manufacturer, producing everything from automobiles and motorcycles to marine engines, cultivators and lawnmowers, we developed the copy line, "Engines make the world go round." And to change the perception of engines from cold, impersonal machines into engines of human happiness, we used wit and bright, colorful motion graphics to present them in an entirely new way.

Reviving Legends
Dentsu Tokyo

On the Final Day of the National Stadium, we brought back the legendary athletes to life. At the 1991 World Championships, Carl Lewis set the new 100m world record at 9.86 seconds.
We traced the contour of his motions, frame by frame, from the video. We checked the validity REVIVING LEGENDS.jpgof the movements using a mannequin and created the 3D motion data. The same technology was also applied to other legends such as Sergey Bubka, the 'Birdman', Mike Powell, and others. Many of the great performances by the athletes were re-enacted on the field by AR match moved with the camera motion, lasers and projection mapping. Records, autographs and the historical videos were also staged together.
Keio University Faculty of Economics Academic Programme Branding
Dentsu Tokyo

Our brief was to brand a new academic programme for one of Japan's oldest universities. Our solution was to develop a comprehensive plan encompassing visual identity, strategic PR and advertising. Since the name of the programme is PEARL, we took the layered structure of pearls as a design motif to communicate the idea that students can grow in wisdom and knowledge like a pearl grows in beauty and lustre. With bold, distinctive graphic design we presented the staid,conservative world of academia in a fresh new light.

Dentsu Tokyo

He was made with a totally different goal in mind than other robots up to this point, and is the world's first with the ability to recognize Pepper.jpgemotion and develop autonomously. We aimed to create a true, "communication partner". To become a partner for people required not only hardware and software development, but also advanced communication skills and a human-like character.

To accomplish this, a conversation system was developed in association with emotion recognition and cloud AI technology. We made a character that doesn't only spit out pre-programmed conversation, but one that provides for an unexpected experience

Get_Back_Tohoku_02.jpgGet Back, Tohoku.
"A train is a hero" Campaign
Dentsu Tokyo

The joy of travel is a joy of getting on a vehicle.
As soon as we board and it begins to take us to our destination, an ordinary day turns into an extraordinary moment and this is when the travel starts. We treated the trains as the main character of this campaign and captured the local trains as if they are the hero. This campaign successfully inspired a return of the joy of travel in the devastated Tohoku region in Japan.

Future Ticket
Dentsu Tokyo

This project was to create a commemorative 3D photo from each photograph taken with mobile phone cameras of participants. The photographs will be turned into tickets of the New National Stadium in 2019. Everyone took a picture of the stadium simultaneously from wherever they were seated, and then uploaded to a server.

FUTURE TICKET.jpgFrom the information of the picture, their positions were calculated. The 3D photo was created by the pieces of photographs taken by everyone on the spot. On the website, as well as looking at them from your favorite angle, you could also find your own photo

Fencing Visualized
Dentsu Tokyo

Fencing is one of the oldest sports in the world. However, very few know the rules around this sport. Most of the audience doesn't understand what the fencers are actually doing.

Fencing Visualized.jpgTo make this very well-known but poorly understood sport better understood, a visual manifestation system and designed language have been developed so that fencing can be understood intuitively.


Dentsu Tokyo
We created the world's first android TV host and produced android-hosted TV program.



Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.

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