Sony turns cycling routes into cuddly zoo animals in Tokyo

Cyling is one of the most efficient ways to go around Tokyo. However, adventurous cyclists could easily get lost in the alleys and the weaving roads among buildings.

Sony suggests that most cyclists uses pedestrian GPS applications mainly because there is no specific tracking application for cycling routes. This project is to promote the portable Sony NV-U35 specially designed for cyclists complete with preset GPS biking routes.

Advertising agency Frontage Inc developed the ‘Tokyo Zoo Project’ this summer in partnership with Sony. The creative team has picked a series of themed routes in the shapes of different animals.

There are six animals at the moment with two more to come. The project is also inviting the general public to submit their own ideas for routes via Twitter (@tokyozoopj), adding an interactive element to the campaign.

Credits:
Project Tokyo Zoo Project
Client Sony Japan
Creative agency Frontage Tokyo
Exposure Online