KDDI hands "control" of Tokyo to customers

Central to the campaign was the live event featuring Japanese pop star Kyary Pamyu Pamyu and the Odoroki app, which allowed a selected audience of 3,000 people to take part. The app controlled features including a bumping taxi, a fountain, a projector-mapping display on the Zojojii Temple and even the Tokyo Tower itself. 

 

The aim of this intricate campaign was to "illustrate a world where au 4G LTE creates a better, innovative and more exciting future that can be controlled with the smartphone", according to the company. 

 

Agencies involved in the campaign's execution were ad giant Dentsu, independent creative boutique agency Glider, and creative production company Rhizomatiks.