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  • SUB CATEGORY :
    EXHIBITIONS, EVENTS & PUBLIC ENVIRONMENT
  • COMPANY ENTERING :
    R/GA TOKYO, TOKYO
  • TITLE :
    TOKYO PEN PIXEL
  • BRAND :
    MUJI
  • ADVERTISER :
    TOKYO METROPOLITAN GOVERNMENT
  • AGENCY :
    R/GA, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    GEORGE SUGITOMO/NIKLAS LILJA
  • ART DIRECTOR :
    MASA TANAKA/TORU NAGAHAMA
  • TECHNOLOGY DIRECTOR :
    ANTHONY BAKER/KUMI TOMINAGA
  • ACCOUNT EXECUTIVE :
    MASAMI HAZUI
  • DESIGNER :
    SOOKIE LEE
  • AGENCY PRODUCER :
    JON HINGSTON/NARU KUDO
  • FILM PRODUCTION COMPANY :
    4TH FILM, TOKYO
  • DIRECTOR :
    HAYATO SONE
  • CINEMATOGRAPHER :
    RYO TAKANEZAWA
  • FILM PRODUCER :
    MASAKI ONO/YOSUKE HAMADA
  • VISUAL EFFECTS :
    KENJI SHIMATANI
  • SPECIAL EFFECTS PRODUCER :
    YOICHI KANAZAWA
  • SOUND DESIGNER :
    KAZUKI SUGAWARA
  • BACKGROUND OVERVIEW :
    MUJI AND THE TOKYO GOVERNMENT ASKED US TO CREATE AN INSTALLATION IN THE PARIS MUJI STORE THAT WOULD GENERATE EXPONENTIAL SOCIAL SHARING AND BOOST STORE VISITS FOR THE HOLIDAY SEASON, AND GIVE A FRESH PERSPECTIVE ON TOKYO AND REMINDING THEM OF THEIR SISTER CITY AS A POTENTIAL TRAVEL DESTINATION FOR PARISIANS. WE USED 37,968 MUJI PENS TO RE-CREATE THE ICONIC TOKYO TOWER, THE SISTER OF THE EIFFEL TOWER, AT THE MUJI PARIS STORE. THROUGHOUT THE HOLIDAY SEASON, ADDITIONAL PROJECTION MAPPING BROUGHT TOKYO TO LIFE IN ALL ITS VIBRANCY, FROM DAWN TO NEON LIGHTS. ON CHRISTMAS DAY, WE GAVE AWAY ALL PENS, LETTING PARISIANS TAKE A PART OF THE INSTALLATION HOME WITH THEM: A GIFT FROM TOKYO TO PARIS. TOKYO PEN PIXEL HAS BECOME MUJI’S ALL-TIME MOST LOVED SOCIAL POST, NOT JUST IN FRANCE BUT GLOBALLY, GENERATING OVER A MILLION VIEWS AND INTERACTIONS–MORE THAN 20X THEIR AVERAGE! 673K VIEWS / 16K COMMENTS / 10K SHARES ON FACEBOOK AND 270K VIEWS ON INSTAGRAM