Playing off of the common mispronunciation of their brand name, Rakuten wanted to break through in the U.S. by giving unsuspecting people on the streets of hard-to-pronounce regions the chance to win some cash by saying Rakuten correctly. Current designed and built a custom, monolith-style box, standing 7' tall that could listen to how a person said the word, "Rakuten" and reward them with a flurry of cash if they did. If they didn't, they got a big flashing "WRONG" animation and the opportunity to try again.