The Latest Creative Tool From Japan: Flying Robot Doves You Can Summon by Smartphone

App and Drones Promote Kirin Off-White's Branded Japanese House

Published On
Sep 24, 2014

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Kirin Beer is using "drone doves" to promote its new low-malt beer, Kirin Off White, in a campaign centering on the Japanese town of Taketa-shi, in Kyushu. As seen in this strange, beautiful -- and very Japanese -- video, a smartphone app allows the people of Taketa-shi to write a message to the drone-dove "family" and summon them from their home at the brand's so-called Off White House (a 100-year-old house in the city taken over by Kirin). The doves will reply with a message such as "Hi, thanks for your message! I'll be visiting you at 5 p.m. tomorrow with my wife." When they arrive, the drone doves film the person with their attached GoPro cameras, and video is uploaded to the Off White House website to illustrate more about life in Taketa-shi.

As seen in the video, Kirin is also allowing people outside the city to book a stay in the house and experience "refreshing country life." While there, they are asked to experience something special in the city and the drone doves will come with them to film it. The campaign is by Party, Tokyo.


Sep 24, 2014
Kirin Off White
Kirin Off White

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