We grasp the essence of challenges and derive solutions in unexpected ways. Our creativity is the driving force behind inspiring people, growing businesses, and bringing about positive change in the world.
A source of moving people’s hearts
Our creativity is a source of moving people’s hearts. We create not only advertising messages, but also experiences, systems, and value, enhancing the well-being of society.
People-centered ideas and craft
We always think from the perspective of people, deeply understand them, and deliver ideas and craft that resonate with them for a long period of time.
Transformative Creativity: Shaping the future
By placing creativity at the heart of our clients’ management and business transformation, we foster growth for people, brands, and society.
Our diverse talents and AI accelerate this power.
Cases
“TUNA SCOPE” Project: AI-based tuna quality assessment
Turning Japan’s tuna quality appraisal skills into AI, to promote better incomes for fisheries workers worldwide and the sustainable use of marine resources.
TUNA SCOPE is an AI-based system that evaluates the quality of natural tuna using cross-sectional images of their tails, replicating the discerning eye of Japanese tuna artisans. At the sushi chain Kura Sushi, sales of its “AI-certified tuna”* achieved three times the expected results, and these tunas are now also available in supermarkets.
Dentsu is now introducing this technology in Indonesia to help establish unified quality standards and fair pricing. This initiative, which contributes to improving the incomes of fisheries workers and the sustainability of tuna resources, was selected for the “Support for SMEs and SDGs Businesses” initiative of Japan International Cooperation Agency (JICA) in December 2024.
*Tuna certified by AI to be of the highest quality
“AIQQQ Studio” concept development solution
Generating ideas that create corporate value for clients through AI and the refinement of creators
To address the challenges of business development, such as the stagnation of ideas and lack of time, dentsu Japan has revamped its “AIQQQ Studio” as part of its AI strategy, “AI For Growth.” Leveraging our creative thinking methods alongside consumer data, AI rapidly generates hundreds of ideas, which are then instantly verified and refined through virtual interviews with customer personas and workshops with creators. The initiative is already in operation globally.
“AIQQQ Studio” official website
“MY JAPAN RAILWAY” digital stamps
Conveying the value of railways through digital stamps with a sense of warmth
This web app campaign was launched by six JR Group companies to commemorate the 150th anniversary of the opening of Japan's railways. Utilizing GPS, the campaign allows users to collect digital stamps at current and former stations, with over 1,000 stamps available, featuring motifs such as memorable station buildings and tourist spots. The campaign also incorporates an analog-style texture and a playful touch, enhancing the enjoyment of travel and people's love for trains. Over the three and a half years since its launch, the campaign has reached a total of over four million people, and has won numerous major advertising awards both in Japan and abroad, including the Grand Prix at Cannes Lions.
Showcase “MY JAPAN RAILWAY”—Delivering the Value of Railways with Warm Digital Stamps
Nikka Whisky corporate advertisement and a limited-time bar
Winner of a Gold Lion at Cannes Lions International Festival of Creativity
To mark its 90th anniversary, Nikka Whisky formulated a new concept: “Savour the joy of life” Its corporate advertising featured silhouettes of diverse people enjoying whisky in their own way. Furthermore, during the Cannes Lions period, the company opened a pop-up bar, “THE NIKKA WHISKY TOKYO,” and through collaborative cocktails with a popular bar in Tokyo’s Omotesando, proposed diverse ways to enjoy whisky to the world. The dentsu Group contributed to the creation of their brand strategy and its development.
“Project Humanity”: To improve everyday well-being for all
Developing a new interface using electromyography (EMG) signals
ALS (amyotrophic lateral sclerosis) is a disease that damages motor nerves, gradually rendering muscles immobile. Approximately 400,000 people worldwide are living with this disease. Project Humanity, featuring MASA, a DJ who uses eye gaze input in his work, is a joint initiative developed by Dentsu Lab Tokyo, NTT, and WITH ALS, and makes it possible to operate an avatar using electrical signals from muscles (electromyography). The project aims to create a future where communication that reflects wills and senses in real time is possible, even if people have limited physical functions.
“Project Humanity” official website
