In the last 15 years, voice communication traffic has fallen by approximately 50%, primarily due to the impact of messaging apps. NTT Docomo, Japan’s largest mobile phone operator, wanted to remind people of the emotional importance of voice communication in any relationship.
Each voice is unique to that person, which is why it is the best way to express individuality and convey emotion. But voices are invisible and intangible. Agency Hakuhodo (Tokyo) came up with a way to reacquaint people with voice communication by transforming voices into something that looks beautiful and can also be given to loved ones.
1. They invited people to record a voice message for their loved ones on their smartphones
2. They measured the vibrations of those voice messages and turned them into Chladni patterns
3. Using 3D modeling, they transformed the Chladni patterns into chocolate moulds
4. Unique chocolates were created based on those 3D moulds
5. They delivered the chocolates on Valentine’s Day
6. The recipient could playback the voice message of their loved one by scanning the pattern on the chocolate with a special app.
The expected number of Voice Chocolates quickly sold out. Docomo was successful in creating a new form of voice communication, which is the original application of mobile. The campaign won a LIA Award and a Spikes (Bronze) for design.
Client: NTT Docomo, Inc.
Agency: Hakuhodo Inc. Tokyo, Japan
Production 1: Taiyo Kikaku Tokyo, Japan
Production 2: Hakuhodo Inc. Tokyo, Japan
Production 3: Sonicjam Tokyo, Japan
Creative Director: Hiroshi Urushitani
Art Director: Ryoko Nagamatsu
Director: Takahiro Eguchi
Interactive Supervisor: Toshiyuki Fujitsuka
Copywriter: Misato Sakamoto
Interactive Director: Manabu Onose
Producer: Yutaka Tanaka
Producer, Technical Director: Yuto Nara
Director: Tomoaki Endo
App Developer: Ryoko Miyanishi
CG (3D modeling): Takashi Yasuno
App Designer: Kazuhiro Hamakawa
App Designer: Mikako Nohechi
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