CR Blog
Move over Ronaldo, Ichi-GO is here
Posted by Patrick Burgoyne, 3 March 2010, 14:09 Permalink Comments (17)

Just in time for the World Cup, Ogilvy & Mather Japan has built a machine capable of taking the most powerful free kicks on record

Ogilvy created the machine for BP Castrol Japan to tie in with its World Cup sponsorship. The idea was "To merge engine oil and football together by developing a giant machine kicking the fastest free kick in the world, with a motor engine being its power source". They called it, snappily, “Engine Driven Free Kick Machine, Castrol Ichi-GO Project" (“Castrol Ichi-GO” means “Castrol One”)

According to the Guinness World Records, the fastest free kick by a human footballer was measured at 129km/h: the Ichi-GO is capable of 200 km/h and has an added benefit in that it will not sleep with a team-mate's girlfriend afterwards. Neither does it have a sextext function.
The machine will be used at events up to and during the World Cup. See more at the official site here
Here's an early prototype being tested
A stage further
This early test video reveals the machine's power
And here's the finished contraption in action:
See also this Reuters video
Credits:
Creative Director: Akihito Abe (Ogilvy)
Copywriter: Satoko Takada (Ogilvy)
Art Director: Kaori Mochizuki (Ogilvy)
Planner: Nobuhisa Ishizuka (Ogilvy)
Account Manager: Genjiro Wakayama (Ogilvy)
Producer: Natsuko Shimizu (Ogilvy)
Castrol Ichi-GO Creator and Constructor: Kogoro Kurata
Construction Project Manager: Yusuke Kitani (Kaibutsu)
Designer: Atsushi Hashimoto (Yama)
Flash Developer: Kazuki Nakata (Yama)
Programmer: Tadakazu Oda (FISH GROVE)
Sound Designer: Shojiro Nakaoka (Bitztream)
Client: BP Castrol K.K.
Agency: Ogilvy Action Japan K.K.
17 Comments
What a self indulgent pointless waste of oil and energy....
2010-03-03 15:22:54
Can it bend it though?
2010-03-03 15:43:11
I'm with Ben, what a total waste of time.
2010-03-03 16:07:57
I think the problem began with the line "merge engine oil and football together"...
I don't understand the achievement really - they've used a flywheel to stick a sledgehammer on a lawn mower. Big whoop.
2010-03-03 16:21:02
What next? A petrol powered contraption that can go faster than my horse and cart?
2010-03-03 16:37:04
I'm not a fan of hate comments, but really CR, this post is hard to resist....
2010-03-03 18:49:00
The fastest free kick is 211km/h not 129..Guinness is so out-dated.
2010-03-03 19:07:07
I'm with Ed. Can't speak for motorists but there's no sport or geek appeal in that. I love robots more than most but that is a lawnmower with a bat.
You know what will get a ball into a net faster than humans? A cannon! At least that would be fun to watch.
Yawn.
2010-03-03 19:14:02
If only they'd spent as much time and effort working on something useful... I really don't get how this is creative at all... How about a machine which could stop a free-kick from Ronaldo? Surely a lot more useful
2010-03-03 19:47:42
amazing! i want one.
2010-03-03 22:37:26
Will it blend?
2010-03-04 10:46:13
Be interesting to see how much this cost to make and what better uses that money could have been put into. Its unbelievable that waste projects like this are being funded in todays delicate ecological climate.
Useless, ugly, wasteful, pointless, ridiculous, solves nothing, meaningless... has made me pretty annoyed!
2010-03-04 13:19:01
This is some sort of elaborate joke, right?
I can't for the life of me figure out what the original strategy or objective could have been for this.
2010-03-05 14:01:14
Free kick? Pretty easy to see where he's going to put it. Straight at the goalie at 200 k's. And there's not even a football boot on it?
2010-03-05 14:02:41
I am Marketing Manager and I think It is such a stupid machine that I am speechless !!!!! Get a Life boys !!! Do something usefull !!! Put a kid kiking an empty BP or Castrol Can that is far a better connection of a motor oil with Football than this "Piece of Nonsense" !!!!!
2010-03-05 15:45:50
Creative Review, are you running out of ideas?
2010-03-08 14:29:39
Someone is going to get injured with that thing!
2010-03-12 07:33:41
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