TBWA\HAKUHODO\QUANTUM wins Red Dot ‘Best of the Best’ for the ‘City Firefly’ wearable bicycle chain lock concept

30 September 2014

TBWA\HAKUHODO today announced that TBWA\HAKUHODO\QUANTUM unit has won ‘Best of the Best’ at the Red Dot Award: Design Concept 2014 for a unique prototype called ‘City Firefly’.

City Firefly is a bicycle chain lock system that instantly turns into wearable safety gear for cyclists. It offers improved visibility in the dark, while maintaining style and individuality.

“With the number of cyclists around the world increasing especially in urban areas, more than ever before there is a growing awareness of the necessity to enhance cyclists’ safety,” said Rosa Uchima, Chief Product Designer at TBWA\HAKUHODO\QUANTUM. “However, safety gear for cyclists tends to be unattractive and restricting. Inspired by fireflies, which use their flashing lights to signal and warn off danger in a beautiful way, the City Firefly was developed to make safety gear more appealing to people with style.”

The City Firefly was prototyped by Uchima and fellow project manager Kazuyoshi Takeshima. QUANTUM now plans to develop the City Firefly through an open innovation method.

Uchima and Naoto Ichikawa, who produced the concept film, picked up the coveted ‘Best of the Best’ trophy at the Red Dot Award ceremony in Singapore last Friday, September 26.

To watch the concept film, please go to: click here


QUANTUM is a business unit within TBWA\HAKUHODO that was established to cultivate, enhance and accelerate innovations beyond the field of advertising. For more information on QUANTUM, please visit: click here


In 2005, the Red Dot Design Award recognized the need to identify and celebrate new design concept and innovation, the precursor of tomorrow’s great product. Believing a design concept must be evaluated based on its design merit without prejudice, the award created an unprecedented platform that accepts entries from companies to design students. Today, the Red Dot Award for design concept has grown to be the largest and most recognized professional design competition for design concept and prototypes worldwide. This year’s best design concept and prototypes emerged from a record 29 categories with 4,791 entries from 63 countries. Only 40 concepts were awarded the Red Dot: Best of the Best 2014.

For more information on the Red Dot Award: Design Concept, please go to: click here

Rosa Uchima(left) and Naoto Ichikawa(right)
Rosa Uchima(left) and Naoto Ichikawa(right)