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  • SUB CATEGORY :
    FOOD & BEVERAGE
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    TUNA SCOPE 2020
  • BRAND :
    TUNA SCOPE
  • ADVERTISER :
    KURA SUSHI, INC.
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    KAZUHIRO SHIMURA (DENTSU INC.)
  • ART DIRECTOR :
    DAISUKE MATSUNAGA (DENTSU INC.)
  • BUSINESS PRODUCER :
    AKIMICHI HIBI (DENTSU INC.)
  • PRODUCER :
    AKIRA TOMIKAWA
    (INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD.)/
    YUSUKE MASUMOTO
    (INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD.)/
    TAIRA KIMURA
    (INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD.)/
    HIROSHI MORITA
    (INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD.)/
    KEIGO IHARA
    (INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD.)
  • DIGITAL PRODUCTION :
    INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD., TOKYO
  • DATA SCIENTIST :
    YASUSHI MIYAJIMA (KOOZYT, INC.)
  • ENGINEER :
    HIDEYUKI ONO (KOOZYT, INC.)
  • AI ENGINEER :
    AMINA MIM (KOOZYT, INC.)/HASANUR RASHID (KOOZYT, INC.)
  • WEB DIRECTOR :
    HITOSHI NAKAO (DENTSU CREATIVE X INC.)
  • WEB DESIGNER :
    SHOGO HINA (AOIRO)
  • DESIGNER :
    KATSUHIRO UTO (WOO INC.)/JIRO WATANABE (WOO INC.)
  • ACCOUNT MANAGER :
    YUKIKO MATSUE (DENTSU INC.)/
    XINYI DENG (DENTSU INC.)/
    TAKESHI KANEKO (AD DENTSU OSAKA INC.)/
    TAKANORI HOSOI (AD DENTSU OSAKA INC.)/
    TOKIO NOJI (AD DENTSU OSAKA INC.)
  • PLANNER :
    RYO SASAKI (DENTSU INC.)
  • MEDIA AGENCY :
    DENTSU INC., TOKYO
  • PR AGENCY :
    DENTSU PUBLIC RELATIONS INC., TOKYO
  • PR PLANNER :
    KOICHI IKARIYAMA (DENTSU PUBLIC RELATIONS INC.)/
    YUICHIRO HAGIWARA (DENTSU PUBLIC RELATIONS INC.)/
    KOICHI MAEDA (DENTSU PUBLIC RELATIONS INC.)
  • FILM PRODUCTION COMPANY :
    DENTSU LIVE INC., TOKYO/SHINDII LLC., TOKYO
  • DIRECTOR :
    TOMOYUKI KATO (DENTSU LIVE INC.)
  • CHIEF PRODUCER :
    TATSUYA MURAYAMA (DENTSU LIVE INC.)
  • PRODUCER :
    MASAYA ISHII (DENTSU LIVE INC.)/
    CHISAKO HASEGAWA (DENTSU LIVE INC.)/
    TAKAFUMI SHINDO (SHINDII LLC.)/
    TATSUO YAMANO (AT ARMZ INC.)
  • PRODUCTION MANAGER :
    JUNICHI ISHIKAWA (AT ARMZ INC.)
  • CG DESIGNER :
    SHUNKICHI AKUTSU (FREELANCE)/GO AOYAMA (FREELANCE)
  • CAMPAIGN SUMMARY :
    WE DEVELOPED TUNA SCOPE, THE WORLD'S FIRST AI CAPABLE OF DISCERNING TUNA QUALITY WITH THE EYE OF A SKILLED JAPANESE ARTISAN. USING THE PECULIARITIES OF DEEP LEARNING, THE AI WAS ABLE TO ESTABLISH ITS OWN METHODOLOGY FOR MAKING JUDGMENTS THAT HAD BEEN CONSIDERED 'TACIT KNOWLEDGE' BASED ON HUMAN INTUITION AND EXPERIENCE, BECOMING THE WORLD'S FIRST AI TO SUCCESSFULLY ACQUIRE A PROFESSIONAL SKILL. IN 2020, TUNA SCOPE HAS BEEN INTRODUCED TO KURA SUSHI, THE LARGEST SUSHI CHAIN IN JAPAN. WITH STRICT COVID-19 TRAVEL RESTRICTIONS PREVENTING ITS STAFF FROM GOING ABROAD TO PURCHASE TUNA AS USUAL, KURA SUSHI SUCCEEDED IN AI-DRIVEN REMOTE PURCHASING OF HIGH-QUALITY STOCK BY SENDING THE TUNA SCOPE APP TO PLANTS OVERSEAS. ITS NEW 'AI TUNA' PRODUCT WAS SOLD IN 461 STORES AROUND JAPAN, TRIPLING PREVIOUS SALES FIGURES. TUNA SCOPE CAUSED A MAJOR STIR AROUND THE WORLD, WITH COVERAGE BY MORE THAN 1,000 MEDIA OUTLETS IN 60 COUNTRIES, AS A DIGITAL TRANSFORMATION OF QUALITY JUDGMENT AND A SOLUTION FOR OVERCOMING THE IMPACT OF THE PANDEMIC. TUNA SCOPE HAS BEEN ADOPTED AS A PROMOTION PROGRAM SUPPORTED BY THE GOVERNMENT OF JAPAN. WITH THE NATIONAL GOVERNMENT’S SUPPORT, WE ARE EXPANDING THE SUPPLY OF AI-SELECTED TUNA AROUND THE WORLD, INCLUDING IN NEW YORK AND SINGAPORE. THROUGH TUNA SCOPE, WE SEEK TO SPREAD JAPANESE SKILLS GLOBALLY TO CREATE A SOCIETY WHERE EVERYONE CAN ENJOY DELICIOUS TUNA INTO THE FUTURE.
  • THE BRIEF :
    KURA-SUSHI IS JAPAN’S LARGEST SELLERS OF TUNA BY VOLUME. TO PROCURE STOCK, SKILLED ARTISANS VISITED VARIOUS REGIONS IN JAPAN AND ABROAD TO DIRECTLY EVALUATE THE QUALITY OF TUNA FOR PURCHASE, USING JUDGMENT CULTIVATED THROUGH YEARS OF EXPERIENCE. HOWEVER, TRAVEL RESTRICTIONS IMPOSED DURING THE PANDEMIC MADE IT IMPOSSIBLE FOR ARTISANS TO EVALUATE AND PURCHASE ON-SITE AS THEY HAD BEFORE. TO ENSURE THAT IT COULD CONTINUE DELIVERING DELICIOUS TUNA TO CONSUMERS AMID THESE SUPPLY THREATS, KURA-SUSHI ADOPTED A TECHNOLOGY THAT WE HAD DEVELOPED. WE TOOK ON THE CHALLENGE OF ‘AI-DRIVEN PURCHASING’, A NEW INITIATIVE THAT OVERTURNED CONVENTIONS IN THE FISHING INDUSTRY.
  • THE STRATEGY :
    WE DEVELOPED TUNA SCOPE, THE WORLD'S FIRST AI CAPABLE OF DISCERNING TUNA QUALITY WITH THE EYE OF A SKILLED JAPANESE ARTISAN. USING THE PECULIARITIES OF DEEP LEARNING, THE AI WAS ABLE TO ESTABLISH ITS OWN METHODOLOGY FOR MAKING JUDGMENTS THAT HAD BEEN CONSIDERED 'TACIT KNOWLEDGE' BASED ON HUMAN INTUITION AND EXPERIENCE, BECOMING THE WORLD'S FIRST AI TO SUCCESSFULLY ACQUIRE A PROFESSIONAL SKILL. THE RESULTING AI IS ABLE TO MATCH THE QUALITY JUDGMENTS OF SKILLED ARTISANS IN OVER 90 PERCENT OF CASES, AND CAN BE DEPLOYED ROUND-THE-CLOCK, SIMULTANEOUSLY, ANYWHERE IN THE WORLD.
  • THE EXECUTION :
    WORKING WITH KURA-SUSHI,WE SENT THE TUNA SCOPE TO DALIAN,CHINA,WHERE IN A WORLD-FIRST THE AI PERFORMED REMOTE PURCHASING IN PLACE OF SKILLED ARTISANS.HAVING MASTERED THE SPECIALIZED SKILL,THE AI’S JUDGMENT SUCCEEDED IN PROCURING SEVERAL HUNDRED TONS OF TUNA FAR FASTER THAN PREVIOUSLY POSSIBLE,WITHOUT REQUIRING STAFF TO TRAVEL DURING THE PANDEMIC. AI PURCHASING BY TUNA SCOPE WAS ANNOUNCED TO THE PRESS AS ‘A NEW APPROACH TO PURCHASING’ TO OVERCOME THE COVID-19.TUNA THAT THE AI SELECTED AS THE HIGHEST QUALITY WAS LAUNCHED AS 'AI TUNA’, SOLD AT 461 RESTAURANTS AROUND JAPAN.WE ALSO CONDUCTED AN ONGOING LAUNCH CAMPAIGN FOR ‘AI TUNA’ THAT INCLUDED TV COMMERCIALS.
  • THE RESULT :
    DESPITE THE COVID-19 PANDEMIC,AI TUNA ACHIEVED THREE TIMES THE FORECAST SALES (ACROSS 461 STORES NATIONWIDE).THIS INITIATIVE HAS BECOME A GLOBAL SENSATION, COVERED BY OVER 1,000 MEDIA OUTLETS IN 56 COUNTRIES AS AN INNOVATION THAT WILL TRANSFORM THE FISHERIES INDUSTRY BEYOND THE CURRENT PANDEMIC. TUNA SCOPE HAS BEEN ADOPTED AS A PROMOTION PROGRAM SUPPORTED BY THE GOVERNMENT OF JAPAN. WITH THE NATIONAL GOVERNMENT’S SUPPORT,WE ARE EXPANDING THE SUPPLY OF AI-SELECTED TUNA AROUND THE WORLD, INCLUDING IN NEW YORK AND SINGAPORE.THROUGH TUNA SCOPE,WE SEEK TO SPREAD JAPANESE SKILLS GLOBALLY TO CREATE A SOCIETY WHERE EVERYONE CAN ENJOY DELICIOUS TUNA INTO THE FUTURE.
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