21 August 2017

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A Lion for three robots

Mitsubishi Electric's interactive robotic project "Threebots" has been awarded with the coveted Silver Lion in Cannes

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Being one of the leader brands in the field of automation and advanced robotics, Mitsubishi Electric's "Threebots" (Three Robots) interactive robotics project has been awarded with the coveted Silver Lion Award at the 64th Cannes Lions International Festival of Creativity. The project, which consisted of simultaneous animations on monitors integrated into three Mitsubishi Electric robots, a technically challenging choreography and an impressive show in terms of coordination, was honored with the "Red Dot: Grand Prix" award in 2016.

At the 64th Cannes Lions International Festival of Creativity where the successful creative works woldwide were evaluated by a jury comprising the leader names of communications industry, Mitsubishi Electric's "Threebots" (Three Robots) interactive robotics project was awarded with Silver Lion. The Lion is recognized globally as the benchmark for creative excellence in communications and is the most coveted and well respected award is given to the creative works which bring the ceativity to the fore. The "Threebots" project, which has received numerous awards since it was launched in Mitsubishi Electric's building in Ratingen, Germany, was also awarded with "Red Dot: Grand Prix" in November 2016.

"Threebots" project which won over the international jury with its interactive concept consists of simultaneous animations exhibited in the monitors integrated in three Mitsubishi Electric robots. In the perfectly coordinated continuous routine, technically challenging choreography is presented.

Robots specific choreography

Yuji Suwa, President of the German Branch of Mitsubishi Electric who explained the project developed by Brand Communication Agency Elastique of Mitsubishi Electric in Köln said that, "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".

Not only the robots but also 90% of the components used in the robot application are Mitsubishi Electric's own products and solutions, such as the displays, servo-motors, controllers and the control technology which drives "Threebots" and this makes the project attractive.

Mitsubishi Electric's interactive robot project "Threebots" video: