Cannes Lions
DENTSU INC., Tokyo / NISSIN FOOD PRODUCTS CO. / 2018
Overview
Entries
Credits
Description
To save modern pentathlon, Tokyo 2020 sponsor Nissin created "Pentaur", an incarnation of modern pentathlon, and called out to the world "We must protect this endangered species." Named after "Centaur" in the Greek myth, "Pentaur" is a half-human, half-horse creature wearing a fencing mask, swimsuit and running shoes, equipped with fencing sword and laser pistol. It is an embodiment of the very nature of modern pentathlon: to play 5 sports all by oneself.
Execution
We launched his sculpture, his website and his music video. We collaborated with Japan's most famous a cappella vocal group "The Gospellers", and created a parody of their bestselling song "One", renamed "Five by One".
Outcome
The video trended on YouTube. The word "modern pentathlon" trended on twitter. "Pentaur" was widely covered on TV and memed on social media. 1 month after the launch, one high school announced to start the first in Japan school team of modern pentathlon.
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