Cannes Lions

timberPhone

NORTHSHORE, Tokyo / KDDI CORPORATION / 2018

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Case Film
Film

Overview

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Credits

Overview

Description

?People like to use their smartphones to communicate. But they shouldn’t be communicating with the smartphone.

We want them to be able to use their smartphones to communicate with other people.

?If people are depending on their smartphones so much that their real-life communication skills suffer,

we should offer them a device with all of its functions stripped away.

And if the device is made of easily-obtained wood, then users could even make it for themselves without our help.

?Since anyone can make one, all we need to do to promote the device is make a video showing how marvelous it is,

and people will build it themselves.

?The product is completely free of logos, design, or anything else that marks it as “branded.”

Execution

?How it works is up to each individual user.

?Materials: timber

?Production: Each user can make their own.

?Techniques: All functions have been removed. Product will not break if dropped. Sound quality is excellent.

?Components: No usage fees, and no need to charge.

?User Interaction: The user can imagine whatever they like when they tap, click, pinch, or spread on the device.

The device is reversible. It can be used to speak with people close by, and can also be used overseas.

Outcome

?The promotional video received more than 500,000 views and more than 12,000 reactions and comments,

the most of any au campaign video.

?Japanese users hand-made more than 1000 “timberPhones” without any assistance from the brand.

Our product was mass-produced for us without having to contribute any materials!

?Public regard for the brand went up, and many consumers asked that we actually manufacture the product for sale.

It also contributed to actual smartphone sales.

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