Beacon Communications/Leo Burnett Design & Branding HUMANLAB by Beacon Communications Tokyo


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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Japan
Agency Beacon Communications Tokyo
Art Director Kazz Ishihara
Designer Hiroyasu Kimura
Producer Takuya Hirao
Released May 2011

Credits & Description

Category: Online Digital Design
Product/Service: HUMANLAB
Executive Planning Director/Business Manager: Antony Cundy (Beacon Communications K.K.)
Creative Director/Concept: Shunsuke Kakinami (Beacon Communications K.K.)
Senior Strategist/Concept: Takuro Amada (Beacon Communications K.K.)
Art Director: Kazz Ishihara (Beacon Communications K.K.)
Producer: Takuya Hirao (Beacon Communications K.K.)
Senior Digital Strategist: Tadafusa Honda (Beacon Communications K.K.)
Production Company: Rhizomatiks Co.
Technical Director: Hidenori Chiba (Rhizomatiks)
Flash Developer/Motion Designer: Satoshi Horii (Rhizomatiks)
Designer: Hiroyasu Kimura (Rhizomatiks)
iPhone App Developer: Michihito Ishii (Buffer Renaiss)
Sound Designer: Taeji Sawai (Qosmo)
System Engineer: Daisuke Tsujino (Eureka Computer)
Media placement: HumanLAB(Website) - Internal Network - 1 May 2011
Media placement: IPhone Application - Delivered Only To Those Surveyed - 1 May 2011

Describe the brief from the client
Within the chaos of information overload, human behaviour has become increasingly diversified. Finding human truths is becoming more important to our creativity.

How do we design creative solutions that are relevant and can activate people?

Describe the challenges and key objectives
To make a game-changing approach for creating behavioural insights for us and our clients.

Describe how you arrived at the final design
We created an internal digital shadow 'humanLAB' that captures peopleʼs footprints from anywhere in real time.

By connecting smartphone applications 24/7, this digital shadow simultaneously visualises the lives of people into multi-layered details; check-ins, purchases, photos, tweets and honest emotions, allowing us to tap into their lives anytime and anywhere.

Give some indication of how successful the outcome was in the market

The humanLAB helps us and our clients create strong behaviours, by connecting to human truths in the chaos of information. And this lab is now expanding to the world with contributing to human acts.
4 countries in Leo Burnett global network, - US, UK, AU and China -, have started localising this lab.

It keeps growing as long as people are living with brands.