PlayStation
Everyone knows PlayStation is a gaming console, but fewer realize that the PS3 is a versatile device capable of playing YouTube videos, Blu-ray DVDs, and even recording TV. Our mission was to highlight the PS3's multi-functionality.
In Japanese, "multi-purpose" translates to "Banno." There's a green onion known as "Banno negi (Multi-purpose onion)," famous in the multi-purpose realm. I imagined a talk show featuring PS3 and Banno Negi discussing their versatility could be intriguing.
Though they had never met, PS3 respected Banno Negi as a prominent figure in the multi-purpose industry. Their discussions, while random and competitive, were amusing. For instance, when PS3 mentioned its functions like YouTube and Blu-ray, Banno Negi would counter with its uses in dishes like grilled onion and onion ramen, leading to humorous yet nonsensical conversations.
We created a series of commercials voiced by famous comedians BAKARHYTHM (as PS3) and Seiko Ito (as Banno Negi). Although we never explicitly told the audience, they quickly recognized the voices.
Live talk show
We also organized a live talk show featuring the PS3, Banno Negi, and guests who have multi-functionality. It was streamed online, allowing viewers to interact through Twitter. This was a challenging setup in 2010, much harder than it would be today.
Additionally, we developed an onion-growing machine activated by tweets. When people used a specific hashtag, water was dispensed onto pods containing onion seeds. The concept was simple, but the system behind it was complex. We collaborated with Rhizomatiks and successfully grew fresh onions through social media interaction!
These young onions were then prepared by a sushi chef and served to the live show's guests. Yes, they were delicious 🍣.