© Yuichiro Katsumoto, imgl / Keio Media Design

10th Entertainment Division Encouragement Prize


Electric play equipment [Japan]


Reason for Award

The whole room of the examining meeting was filled with an explosion of laughter at this work. Furthermore, the laughter came out virtually simultaneously. Basically, everyone burst into laughter at the moment we understood what the creator meant. This clarity is very important in the world of entertainment. Another amusing point is that he uses “something which you can find anywhere.” Cognitive psychology. Affordance. It does not matter what name you call it, but the plastic umbrella exists beautifully there as a “sword”. To change the recognition. This is not by any means as easy as it seems.