In the chaos of information overloaded, human behavior has been diversified. And finding human truths is becoming more important to our creativity. How do we design creative solutions that are relevant to human truths which activate people?

Introducing an internal digital shadow to capture people’s footprints with their insights from anywhere in real time.

The humanLAB connected with their smart phones 24/7, allowing us to tap into their lives, their emotions and their truths.
This was introduced in Cannes Lions 2013 as the most practical tool for their creative belief, HumanKind.

Credits

• Shunsuke Kakinami (Beacon/Leo Burnett Tokyo): Creative Director

• Kazz Ishihara (Beacon/Leo Burnett Tokyo): Art Director

• Takuro Amada (Beacon/Leo Burnett Tokyo): Strategic Planner

• Takuya Hirao (Beacon/Leo Burnett Tokyo): Producer

• Satoshi Horii (Rhizomatiks): Developer, Motion Designer

• Hiroyasu Kimura (Rhizomatiks): Designer