Cannes Lions

CleanUp Orchestra

DENTSU INC., Tokyo / NITORI CO. / 2018

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Overview

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Credits

OVERVIEW

Description

An attachment device for furniture called "CleanUp Orchestra" was developed that helps children learn how to put away their toys with music. Items such as toys are linked with places they belong, and music is played. Every time a toy is put away to its correct place, more instruments are added to the music resulting in a fun full-orchestrated song.

Execution

A mechanism was developed that links a smartphone app with an adhesive sensor that attaches to toys, and a reader device that attaches to pieces of furniture where the toys belong. It has been made to attach to all types of furniture and items. Parents just have to simply push the start button on the app, which will automatically start to play music. As the kids put back their toys to where they belong, the number of instruments and various sound effects increase, making it a fun experience as if they are playing a game. Now it's a prototype and not on sale.

Outcome

An event to experience CleanUp Orchestra was held where many parents and children participated resulting in countless unbelievably positive responses from children such as, "It was fun!" or "I want to do it again!" as well as positive feedback from parents like, "I want this!" and "It’s like a dream!” In addition, this new furniture device received much media attention, which put a spotlight on discussions on the importance of children’s cleaning habits. As a result, we gained the support of 91.2% of those who took part in the event and successfully increased brand engagement.

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