Miele
45.6 metres of detergent, cleared by one PowerDisk
- 45.6mmetres of LED, 28,800 × 1,080 pxSource: Shinjuku Wall 456 specifications
- 3formats from one 3D filmSource: Final delivery, KOSMO® 2026
- 100%share of voice, 31 Aug to 6 SepSource: Media plan, Miele Japan
- Client
- Miele
- Industry
- Home appliances
- City
- Tokyo, Japan
- Venue
- JR Shinjuku station, East-West Free Passage, and JR Yamanote Line trains
- Screen
- Shinjuku Wall 456 (45.6 × 1.71 m, 28,800 × 1,080 px), 39 J-AD Vision pillar screens, Yamanote Line in-train screens
- Media owner
- JR East
- Dates
- 2026-08 to 2026-09
- Format
- Flat screen
Miele Japan was launching its dishwashers with AutoDos, which dose the detergent on their own, and booked one of the largest LED screens in Japan for a week: Shinjuku Wall 456, 45.6 metres along the East-West Free Passage of JR Shinjuku station, with 100% share of voice.
A wall that long is not watched, it is walked. So the film was built as a journey: detergent powder pours along the whole wall and buries the dishes, a PowerDisk rolls in and vacuums it all up, the lights come up on a Miele kitchen, the dishes fly into three dishwashers and come out sparkling. The Miele logo holds the centre of the wall, where people coming from both ends look.
From the same 3D film we made a portrait version for the 39 J-AD Vision pillar screens of the passage, synced with the wall so the whole walkway turns Miele red at once, and a 15-second version for the screens of the JR Yamanote Line trains.
The making of, from the powder simulation to the tableware rules, is in the case study.
