KDDI unites long-distance lovers for Christmas

Client: KDDI

Agency: Hakuhodo

Market: Japan

Concept: Mobile service provider KDDI’s seasonal initiative, ‘Sync Dinner’, will see a restaurant open for one day only (Christmas Eve) to enable couples separated due to business assignments etc to share a romantic dinner together via a screen at their respective tables.

Christmas might not be a recognised holiday in Japan, but the 24th is a big deal for young couples, who treat it in a similar way to Valentine’s Day.

Special features as part of the ‘Sync Dinner’ include the ability to make a toast and blow out candles on a cake as if seated at the same table (with the help of motion sensors); a waiter who magically moves over a distance of 400 kilometres to serve both diners; and a photo opportunity that will render the scene as if both people are in the same place.

Campaign scope: Online; event (two couples split between Tokyo and Osaka have been selected through a lucky draw to enjoy the dining experience). The dinners will be held at the Hotel New Otani in Tokyo and Osaka.

Press release quote: “Plans to create an experience of a futuristic restaurant service took shape from the company’s idea to use communication technology to bring people’s hearts closer together...Communication technology, which continues to evolve at a remarkable pace, enables people to communicate with each other. And yet, the essence of communication—joining people’s hearts and minds—has been constant throughout the ages....For this project, instead of simply showing off our communication technology, au [KDDI] wanted to return to the essence of communication—using the power of communication technology to join people’s hearts and minds, and in the process increase people’s smiles and happiness to renew the emotions that communication engenders.”

Comments: It’s a nice idea that is likely to go down very well in Japan. In the end, anything showcasing technology should always focus on the human elements of it, never just the technology. It might have been nice if more people could have taken part, but they will just have to stay in the old world and get on the bullet train instead.

CREDITS

Client: KDDI
Agency: Hakuhodo
Creative directors: Takayuki Hino (Six), Kenta Ikoma (Hakuhodo Creative Vox)
Art director: Ken Okamuro (Hakuhodo)
Producer: Kyoichi Shibukawa (Tyo Productions)
Director: Fumio Shiosaka (Tyo ID)
Production manager: Yoshihiro Yano
Director: Kazuma Kitada
Camera: Shingo Ikeura
Lighting: Hiroki Kurihara
Art: Aki Kasai
Music: Shinobu Sakamaki (Audio Force)