Cannes Lions

HUMMING SECURITY GATE

DENTSU, Tokyo / DENTSU / 2012

Presentation Image
Film
Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

Regulation of every entertainment media is severe in Tokyo. Particularly, when we are going to use the thing that is not recognised as the media, most ideas is over without reaching the enforcement.

Execution

A system, when the ID pass is placed on the entrance gate, receives a signal to emit an original and pleasant sound. Depending on which lane and/or time zone one passes, various sound combinations are ready to be played. When there are multiple entrances, multiple sounds overlaps each other to welcome people with a world’s one-and-only pattern of 'music'.

Outcome

Before, the gate has given many negative feelings such as “a cold, metallic feel” and “a strictly controlled feel”. Now, many positive responses have been pouring in, such as, ''It’s fun!'' and ''It has eased the gloomy feel when entering the office'' and as a fact, 92% of the gate users have responded that they felt uplifted by passing the gate and were able to catch their breath.

Similar Campaigns

12 items

MUSIC LESSONS USING SOUNDLESS BEATS

DENTSU INC., Tokyo

MUSIC LESSONS USING SOUNDLESS BEATS

2019, DENTSU

(opens in a new tab)