A worldwide famous ad festival, Asia Pacific Advertising Festival 2009 was held during
19th to 21st of March at Pattaya, Thailand, and our project, "Melody Road", coproduced with Dentsu Inc. , has won the Grande prize in Innova Lotus category.
For the safety awareness of DUNLOP, which is a Japanese tire manufacturer, we made a road which played a melody when the car ran. This set placed in cooperate of NAGANO Prefecture, Japan. By making a groove on a road, a melody is played by the friction between the tire and it.
Since the melody is played only when the car is running by 40km/h, this becomes a safety awareness from DUNLOP.
As a result, car accidents decrease, and it also becomes a tourist attraction in Nagano Prefecture.
Consumer can drive safe. Moreover, they can experience the surprising drive they have never had.
For these reasons, this project succeeded in making DUNLOP, Nagano Prefecture and the consumers happy. The opening ceremony was picked up on TV news program, and the road has become a popular place at once.
Melody Road Official Website http://melodyroad.dunlop.co.jp/
-------"Melody Road" credits-------
Client: DUNLOP FALKEN TYRES,LTD.
Product/Service: corporate (safety awareness)
Agency: Dentsu
---------Staff credits of Dentsu Razorfish and production company-------
Planner: Masae Miki (Dentsu Razorfish)
Creative Director: Masae Miki (Dentsu Razorfish)
Producer: Seiji Shirafuji, Hirosuke Nagai (Dentsu Razorfish)
Photographer: Seiji Shirafuji (Dentsu Razorfish)
Copywriter: Masae Miki (Dentsu Razorfish), Tomoko Arai (Les Soph!stes)
Web Director/Planner: Yuko Takada (Dentsu Razorfish)
Web Art Director/Designer/Illustrator: Yu-ki Sakurai (Metamosphere)
Web Programmer/Technical Director: Ken Murayama (undefined)
Director: Yuichi Miyayama (Dentsu Razorfish)
Road Sign Design: Shiro Susuki (Spooky)
Road Builder: Shizuo Shinoda (Shinoda Kogyo)
-------About AdFest-------
The biggest Ad festival in Asia Pacific area , which was established on 1998.
AdFest is managed under the sponsorship of Asian Federation of Advertising Associations（AFAA）,and it is known as one of the most prestigious and respected ad festival in the world.
This year there was a total of 3,309 entries in 12 section as TV, Press & Poster , Outdoor , Direct , Cyber, Film Craft , Radio , 360°, New Director , Design and Innova.
-------About Innova Category-------
A category which is intended for an innovative idea ,campaign and works.
Grande is the highest prize in the category.