The Japanese car industry is facing a major decrease in the number of people driving cars, and children not having a chance to interact with cars have become a big issue. Our aim is to have children experience the fun of driving, and evoke their interest towards cars.

The root of fun in cars is the 'joy to controlling'. We thought about what we could do to have children experience this. What we came up with was to use the most human and childlike action: 'smile'. Using the face recognition technology, we designed the world’s first drive interface.

The smiles of children who experienced the machine spread across social media, news websites and TV, to over 120 countries, and over 100m households. Furthermore, as a secondary result, we were able to communicate the brand message of 'fun with cars' through the movies.