TBWA\HAKUHODO creates the ‘ProPILOT Mop’ for Nissan and performed at NBA Japan Games 2022
TBWA\HAKUHODO Tokyo has created and launched a “ProPILOT Mop”, powered by Nissan’s driver assistance technology ProPILOT 2.0 delivering the audience an unexpected half-time experience at the NBA Japan Games 2022, presented by Rakuten & NISSAN, held from 30 September to 2nd October 2022.
Inspired by Nissan’s slogan of “With the power of technology, accelerating the enthusiasm,” TBWA\HAKUHODO and Nissan executed a surprise performance to demonstrate the advanced driver assistance technology ProPILOT 2.0, while raising the overall fan engagement and excitement at the event “Saturday Night”, by hacking the interval time. Timed perfectly, when the fans’ excitement calmed down, the unobtrusive cleaning staff appeared on court with their “ProPILOT Mops” and at just the right moment, the cleaners released the mops, which automatically traveled around the court floor – hands free, while the cleaners quickly revealed themselves as performer who danced alongside the mops.
Amazed at first, the spectators and players immediately cheered, capturing the magical moment of the automated technology Nissan had set in motion with their smartphones.
The performance is powered by ProPILOT 2.0 technology influenced by Nissan Intelligent Mobility – the company’s vision for how cars are powered, driven, and integrated into society. ProPILOT 2.0 technology enables hands-free route driving with high-precision map data, as well as consistent drive assistance all the way.
The ProPILOT Mop is the latest in a series of concepts inspired by Nissan Intelligent Mobility technologies, created by TBWA\HAKUHODO, including; ProPILOT golf ball, Intelligent Parking Chair, the ProPILOT Chair and the ProPILOT Park Ryokan (featuring self-parking slippers). All highly awarded and globally recognised brand experiences for Nissan.
By inputting the dimensions of the basketball court and incorporating a sensor-based function for precise positional control, the ProPILOT Mops cruises the floor automatically following a predefined route to its goal, recognizing the location information of the court and avoiding contact between mops or with obstacles even the multiple mops and dancers performing closely.
TBWA\HAKUHODO has produced a film to bring this performance to a wider audience and relive the excitement of the day. The film shows the splendid movements of the performers and the amazing performance of the ProPILOT mops, moving in synchronization as if by magic.
Said TBWA\HAKUHODO senior creative director, Nobuhiro Arai: “The first time I experienced a car journey powered by Nissan’s ProPILOT 2.0 and taking my hands off the wheel, I felt a sense of thrill and excitement I had never felt before. Inspired by this feeling, the focus for the creative output was to recapture the emotion of surprise and delight, Nissan technology elicits – this time on the basketball court.
“At interval, the traditional time the mopping and cleaning begins – gradually, a strangeness occurs in the mopping movement, and finally the mops move around by themself once released from hands, just like magic. From the ordinary to the extraordinary, from humdrum to astonishment.
“The audience’s amazement convinced me this experience was a major turning point moment, not only in the performance at NBA Japan Games, but a game changing moment in the audience’s mind of what powered by Nissan’s technology really means.”
Credits
TBWA\HAKUHODO
CHIEF CREATIVE OFFICER / Takahiro Hosoda
SENIOR CREATIVE DIRECTOR / Nobuhiro Arai
ART DIRECTOR / Yosuke Sugioka
COPYWRITER / Ryo Kobayashi
PRODUCER / Yutaka Sato
STRATEGY / Takanori Akahoshi, Taira Yano, Yuzuki Miyata
SOCIAL / Reiko Saito, Takuto Kawamura
PR / Yukinobu Tanida
EVENT / Mineo Mori, Kenji Kurosu
DIGITAL / Shunpei Nakayama
AE / Shinsuke Inazumi, Kunio Baden, Toshihiro Sekiya, Ryusuke Taira, Ryotaro Kawaguchi, Riku Kurashita, Rikuto Yoshida
