Advertiser / client: Mitsubishi Product or Service advertised: Moving is fun Creative idea / Concept: This web site, developed for Mitsubishi Motors, is entirely based on the idea of "Moving is fun". The challenge consisted of giving shape to movement interactively and through Internet. The site focuses the communication on an interactive experience, in which the user can "tickle" the characters, which have mechanical, video and human elements, with the mouse. The tickling causes different types of reaction in the characters, from a smile to hilarity, and provokes different movements according to their morphology. It is a web based on a simple idea, but is technologically very complex. The characters relate to the user and amongst themselves with individualised behaviour, react according to the intensity of the tickling, and move through a setting with interactive and sonorous elements, which also affect their behaviour. Credits: Senior Creative Director: Kotaro Sugiyama Creative Director: Katsuhiko Iwasaki, Daniel Solana Concept Director: Takeshi Mizukawa, Edu Pou Account Executive: Junko Nishihara Executive Producer: Kumiko Kitamura Producer: René Lönngren Copywriter: Yasuharu Sasaki, Stewart Colovin Art Director: Kentaro Suda, Eva Blanch Production Manager: Tetsuya Yamada Technical Direction:: Akira Sano, Xavi Caparrós, Jordi Martínez Characters Design: Oriol Quin Graphic Movements: Jordi Martínez, Alejandro Bica, Oriol Quin Interactive development: Xavi Caparrós, Jordi Martínez Interactive Director: Joakim Borgström Sound effects: 7siete, visual music Website