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Tokyo Pen Pixel

Tokyo Pen Pixel | MUJI | R/GA
下载原始文件 下载原始文件 JPG | 2048x1452px
基本信息
行业: 零售与分销
媒体:设计与品牌
投放:日本
风格: Minimalism
说明cnen
Synopsis
MUJI and the Tokyo Government wanted an installation in the Paris MUJI store that would generate exponential social sharing and boost store visits for the holiday season, give a fresh perspective on Tokyo and remind Parisians of their sister city as a potential travel destination.
Outcome
Throughout the holiday season, the installation brought more customers into the Paris MUJI store - over 20,000 more customers compared to the previous year. TOKYO PEN PIXEL has become MUJI’s all-time most loved social post, not just in France but globally, generating over a million views and interactions–more than 20x their average. Omg this is so Tokyo! Mind boggling. Wow! Amazing like always Muji No wonder I love Japan more than any other country!! I just love it...wonderful to watch...Beautifully done… Over 15,300,000 people were reached through MUJI's official Facebook and Instagram accounts. 112 Media around the world ?covered the event.
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.
CampaignDescription
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. We wanted to create an installation with social relevance. In times of global divisiveness, we wanted to bring people across the world closer. Channeling Christmas as the time of giving, we turned the installation into a gift from Tokyo to Paris.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
入围 设计
Point of Sale, Consumer Touchpoints & In-store Collateral
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