Japan agency Dentsu Inc. has made waves out west with two projects that go beyond the scope of traditional advertising.

Dentsu's Singing Tower for radio station J-Wave, and "Goo On Shibuya" for search engine Goo, won awards at both AdFest and the Clios. The J-Wave campaign transformed three floors of a 54-storey office building into a giant green graphic equalizer, built from 240 huge green lights, that bounced in time to the music and DJ's voice, and could be viewed from miles around. Clio juror Kash Sree, SVP at Leo Burnett, Chicago, said he wished he'd seen it, then added: "Can you imagine wanting to be somewhere to see an ad?"

For Goo - Google's Japanese equivalent - 1,000 people wore sweatshirts emblazoned with the most popular Goo-searched words and strolled around Shibuya, Tokyo's version of Times Square, as part of a big ad blitz.

Dentsu media director Naoko Katayama noted that these and other winning projects accomplished "brand engagement, rather than message intrusiveness".

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