WORKS

uno SOCIAL BARBER

We produced branded content for uno, a brand of men’s cosmetics that was remade into a brand to help its customers “develop into an adult.” Uno Social Barber is a social barber shop launched under the brand concept as a tool for helping the customer develop into an adult from the inside, not just the outside. We analyzed social media posts to categorize posters into 29 personality type patterns.

We used a proprietary personality analysis algorithm used for deep learning to derive interests and predict psychological tendencies to make assessments with Facebook and Twitter posts simple. Copy and visual expression were controlled to imbue Uno Social Barber with both utility and entertainment value. Through the interactive experience, we won engagement with the target audience.

http://www.shiseido.co.jp/uno/data/

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Credit
Creative Director/Planner: Daisuke Nakamura(PARTY)|Creative Director/Copywriter/Planner:Naoki Tanaka(Dentsu /Dentsu Lab Tokyo)|Copywriter/Planner: Moe Goto(Dentsu/Dentsu Lab Tokyo)|Copywriter/Planner:Ryuta Moniwa(Dentsu)|Planner: Miho Ishizuka(Dentsu)|Information Architect/Planner: Tatsuhiko Akutsu(PARTY)|English Copywriter:Mandy Wang(PARTY)|Producer: Atsuko Okada(puzzle)|Production Manager:Nami Kamiya(puzzle)|Account Executives:Motoyoshi Takano(Dentsu)/Makoto Maeda (Dentsu)/Tetsuya Chida (Dentsu)

●WEBSITE
Art Director:Ryuta Modeki(TWOTONE INC.)|Designer:Seruzio Nishida(TWOTONE INC.)|Front-end Engineers:Nobuaki Arikata(kirifuda inc.)/Kenshiro Nakashima (kirifuda inc.)/YUJI KIDO(PARTY)|Systems Engineers:Hajime Sasaki(Mountposition inc.)/Shunsuke Shiino (Mountposition inc.)

●VIDEO
Producers:Masafumi Fujioka (DENTSU CREATIVE X INC.)/Wataru Odakura (DENTSU CREATIVE X INC.)|Production Manager:Keisuke Suzuki(DENTSU CREATIVE X INC.)|Director:TAKCOM (P.I.C.S)|CG Producer:Masahiro Nose(DIGITAL GARDEN INC.)|CG Director:Yuki Yamada(DIGITAL GARDEN INC.)|Animator:Tetsuro Ishishi(LiKi inc.)|Music Creator:Yudai Kogawa (invisible designs lab)

●DATA ANALYSIS
Data Scientist:Satoru Yamamoto(Data Artist Inc.)|System Engineer:Amarsanaa Agchbayar(Data Artist Inc.)

●PR
PR Staff:Satoshi Shinjin (catchball Inc.)/Takanori Kubo (catchball Inc.)/Hiroki Jirai (catchball Inc.)

Dentsu Lab Tokyo