Cannes Lions

AMAZING HYBRID ART DANCING PAPER

DENTSU INC., Osaka / HONDA / 2015

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Overview

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Credits

OVERVIEW

Execution

The art created was dancing origami cranes, titled Dancing Paper.Familiar origami cranes were moved in unfamiliar ways using electromagnets, which produce a magnetic field when an electric current flows through them. The cranes represented both an approach to the hybrid concept and the playful spirit of Honda.

Outcome

The art gallery attracted homemakers and students with little interest in cars.According to the questionnaire, some 80 percent of visitors left with a good impression of the Honda brand. The video of Dancing Paper went viral worldwide and recorded over a million views in one week, contributing immensely to publicity efforts.

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