HUMMING SECURITY GATE by Dentsu Inc. Tokyo for Dentsu

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HUMMING SECURITY GATE

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Director Masaya Yoshida
Creative Director Teppei Moriguchi
Art Director Takahiro Tsuchiya
Copywriter Marie Ono, Kanako Ohara
Producer Masahiro Miyata
Photographer Yasutoshi Fujiwara
Released December 2011

Credits & Description

Category: Public Spaces
Advertiser: DENTSU
Product/Service: HUMMING SECURITY GATE
Agency: DENTSU
Creative Director: Teppei Moriguchi (Dentsu)
Art Director: Takahiro Tsuchiya (Dentsu)
Copywriter: Kanako Ohara (Dentsu)
Copywriter: Marie Ono (Dentsu)
Producer: Masahiro Miyata (Dentsu Tec)
Sound Designer: Taeji Sawai (Qosmo)
Electric Device Designer: Kanta Horio
Pictogram Designer: Shintaro Nakamura (Taki Corporation)
Director: Masaya Yoshida (Tyo Monster)
Film Producer: Mitsuhiro Amamoto (Tyo Monster)
Photographer: Yasutoshi Fujiwara
Media placement: Ambient Media - Entrance Of DENTSU - 12 DEC 2011-25 DEC 2012

Describe the brief from the client
The employees of ad agency Dentsu tend to be mentally exhausted from their everyday workload. Could there be any great ideas to alleviate their exhaustion and to uplift their spirits?

Describe the challenges and key objectives
The focus was put on the entrance gate, ‘the face of Dentsu’, where anyone that has any business to do with Dentsu gathers. Innovation was applied to the inorganic and stark looking security gate at the centre of the entrance.

Describe how you arrived at the final design
The ID card is placed on the entrance gate and simultaneously exudes a signal to emit an original, pleasant sound. Depending on which lane and/or time zone one passes, various sound combinations are played. When there are multiple entrants, multiple sounds overlap each other to welcome people with a unique musical score. The daily routine to touch the ID card for security check has been transformed into entertainment for everyone to enjoy.

Give some indication of how successful the outcome was in the market
Before, the gate has given many negative feelings such as “cold, metallic feel'' and/or ''a strictly controlled feel''. Now, many positive responses poured in, such as, ''It’s fun!'' and/or ''It has eased the gloomy feel when entering the office''. As a fact, 92% of the gate users have responded that they felt uplifted by passing the gate and were able to catch their breath.