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  • SUB CATEGORY :
    INNOVATION IN TECHNOLOGY
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    PROJECT HUMANITY
  • BRAND :
    WITH ALS
  • ADVERTISER :
    WITH ALS
  • AGENCY :
    DENTSU INC., TOKYO
  • CHAIRMAN :
    TIM ANDREE
  • CHIEF EXECUTIVE OFFICER :
    HIROSHI IGARASHI
  • CHIEF CREATIVE OFFICER :
    YASUHARU SASAKI
  • EXECUTIVE CREATIVE DIRECTOR :
    NAOKI TANAKA
  • ART DIRECTOR :
    YUSUKE KOYANAGI
  • COPYWRITER :
    TINA TODA
  • AGENCY PRODUCER :
    KOHEI AI/MIYUKI FUJISHIMA/HIRONOBU SATO/
    HUMIHITO ANZAI/YURI TAKAHASHI/WAKAYU SATO/
    NOZOMI KOSEKI
  • CREATIVE TECHNOLOGIST :
    YUMA SHINGAI/SHINTARO MURAKAMI/KAZUYA KISHIMOTO/
    KEITA KUKI/KEN HAGA/KOU MIKUNI/ATSUSHI FUKUDA/
    KAI YOKOYAMA/YUSAKU WAKAZONO
  • DESIGNER :
    TAKUMI SAITO
  • ACCOUNT DIRECTOR :
    NAOKI TANAKA
  • ACCOUNT MANAGER :
    KEISHU JOI
  • PR AGENCY :
    DENTSU AUSTRIA GMBH, VIENNA/PUTZ & STINGL EVENT,
    PUBLIC RELATIONS & WERBUNG GMBH, MOEDLING/
    PLATINUM INC., TOKYO/DENTSU CREATIVE, LONDON
  • PR DIRECTOR :
    PETRA HOFSTÄTTER/HANA MORIWAKI/ANTONIA COLLINS
  • PR MANAGER :
    YVONNE ZVARA
  • PR PLANNER :
    NINA GREIMEL/SHIORI KAKUMOTO/SHOGO INAMOTO
  • SOCIAL MEDIA MANAGER :
    KATIE MCNAUGHTON
  • FILM PRODUCTION COMPANY :
    DENTSU CREATIVE CUBE INC., TOKYO/MOMONGA, BERLIN
  • DIRECTOR :
    RYO KOSHIMIZU
  • CAMERAMAN :
    FERDINAND KOESTLER
  • FILM PRODUCER :
    SHINYA INAGAWA/KIYOSHI RUNZE
  • POST-PRODUCTION COMPANY :
    DENTSU CREATIVE CUBE INC., TOKYO
  • TECHNOLOGY COMPANY :
    NTT, TOKYO
  • SENIOR RESEARCH ENGINEER, SUPERVISOR :
    MARIKO NAKAMURA
  • SENIOR RESEARCH ENGINEER :
    RYOSUKE AOKI
  • RESEARCHER :
    MASATO SHINDO
  • TECHNICAL PRODUCTION COMPANY :
    BASSDRUM INC., TOKYO
  • TECHNICAL DIRECTOR :
    YUTO KUMON/SHUNKI HASEGAWA/KEN MURAYAMA/
    YOTA ODAKA/KAZUNARI TAKASHIMA/MAO KOMATSU
  • SPECIAL EFFECTS COMPANY :
    WOW INC., TOKYO
  • CG DIRECTOR :
    HIROSHI TAKAGISHI
  • CG DESIGNER :
    TAKUMA SASAKI/TAKAFUMI MATSUNAGA
  • SPECIAL EFFECTS PRODUCER :
    YASUAKI MATSUI/MASAHITO KODAMA
  • SOUND PRODUCTION COMPANY :
    INVISI LTD., TOKYO/Y’S CONNECTION INC., TOKYO
  • SOUND DESIGNER :
    NOZOM YONEDA
  • SOUND ENGINEER :
    TSUYOSHI OTABE
  • TECHNICAL SOUND DESIGNER :
    TAITO OTANI
  • SOUND PRODUCER :
    KENJIRO MATSUO
  • MUSIC DIRECTOR :
    YOICHIRO HATAKEYAMA
  • MUSIC PRODUCER :
    HIROYUKI NASU
  • PRINT PRODUCTION COMPANY :
    WOO INC., TOKYO
  • DESIGNER :
    JIRO WATANABE
  • CAMPAIGN SUMMARY :
    ALS is an incurable disease in which motor neurons that move the body age, and the whole body gradually becomes immobile. No effective treatment has yet been established, and the average life expectancy after the onset of the disease is said to be 3 to 5 years. However, consciousness, the five senses, and intelligence remain healthy.
    One of their greatest wishes is to regain the physicality they had before the onset of ALS.
    This project aims to fulfill thier wishes by utilizing technologies to create a new tool to help people with ALS to communicate with others by physical expressions and achive the future where they will not have to give up their physicality anymore to increase their wellbeing.
  • CREATIVITY/IDEA/INSIGHT :
    The human body generates minute electric currents when muscles are moved. This is called an electromyography(EMG) signal, and although MASA cannot raise his arms because he is a patient with ALS, we found that this EMG signal occurs inside his body as well. We then developed a UI and system that connects the EMG signals in the neck, arms, and legs to the digital avatar. This allowed MASA to regain its physicality in the digital world.
  • STRATEGY :
    For many years it has been a common belief that “patients with ALS = have difficulty moving their bodies with their muscles”. We are trying to overturn this assumptions and create a world where people with ALS do not have to give up physical expression.
    Not only developing the tool, but also by demonstrating the tool with a performance in which a person living with ALS attracts healthy bodied people, we are trying to spread our message to the world that encourage people with ALS to not give up their physicallity and can unleash their creativities.
  • EXECUTION :
    A performance with the EMG avatar was presented on 8th September 2023, at Deep Space 8K in Ars Electronica center. Approx. 150 people were witnessed this world first performance.
    In Deep Space 8K, entire wall can be used as a screen, so we created immersive experience in which audience can dive into the digital world where real and virtual is mixed, and MASA's avatar performs.
  • RESULT :
    The audience and MASA waved their hands and swayed together and experienced a sense of unification in the venue. The audience even felt as if MASA was in the same space as he once was.
    The news of the performance spread through about 100 media in several countries. The exposure gained was worth more than 1 million EUR in terms of advertising spend. It delivered a strong message that we don't have to give up physical expression even with ALS.
    Based on this success, we plan to develop this UI into a communication UI that anyone can use in the metaverse space. We are also planning to challenge to reproduce the avatar's movements more like MASA himself, based on his own past videos.
  • URL :
    https://project-humanity.live/