Interactive robot application receives the coveted Cannes Lion

The ‘Threebots’ (Three Robots) project is part of Mitsubishi Electric’s brand and product presentation and has been developed and realised by Elastique, Agency for Brand Communication, Cologne.

At the 64th Cannes Lions International Festival of Creativity in June 2017 the creative communications industry celebrated the best creative work in the world. The Lion is recognised globally as the benchmark for creative excellence in communications and is the most coveted and well respected award in the advertising and creative communications industry. Around 11,000 registered delegates from 90 countries visit the Festival to celebrate the best of creativity in brand communication.

‘Threebots’ won over the international jury with its interactive concept. The continuous, perfectly coordinated routine featured simultaneous animations on the monitors, technically challenging choreography and effortless motion.

“The three articulated robots not only demonstrate our robotic technology capabilities, but also vividly illustrate our other product ranges. We deliberately choreographed the robots to break with conventional robotic motion patterns and we think this makes the display particularly impressive”, explained Yuji Suwa, President of the German Branch of Mitsubishi Electric.

Not only the robots but also 90% of the components used in the robot application are Mitsubishi Electric’s own products and solutions, e.g. the displays, servo-motors, controllers and the control technology which drives ‘Threebots’.