DNA ID

TitleDNA ID
BrandTBWA\HAKUHODO DISRUPTION LAB
Product / ServiceTBWA\HAKUHODO
CategoryA03. Company Literature
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
DM/Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN

Credits

Name Company Position
Miki Matsui Tbwa Hakuhodo Chief Creative Officer
Kazoo Sato Tbwa Hakuhodo Executive Creative Director/Creative Director
Kaname Aratame Tbwa Hakuhodo Experience Designer/Producer
Katsuhiro Shimizu Tbwa Hakuhodo Senior Art Director
Masanori Sakamoto Deltro Inc. Art Directior/Designer
Ken Murayama Deltro Inc. Interactive Designer/Flash Developer
Hajime Sasaki Mount Position Inc. System Engineer/Programmer
Kenji Yoshida Dajistudio Sound Designer

The Brief

TBWAHAKUHODO launched a new creative organization called “Disruption Lab”. We needed to communicate that it is a group of individuals with strong personalities based on an unprecedented branding strategy featuring innovative business cards and website.

Creative Execution

Unlike typical business cards, the DNA ID provides its own ‘user experience’ for the recipient. They can touch, feel and actually use the card as a tool to discover deeper personal information through a totally new digital experience. Furthermore, it is a great engagement tool to spark discussion between Disruption Lab members and the clients and vendors who receive their business cards.

Describe the creative solution to the brief/objective.

We wanted to incorporate individual talent into business cards, the “DNA ID.” We collected DNA samples from staff and transformed their personal identities into digital designs for their business cards and website. To do this, we used a specially developed computer program to create a graphic design based on each individual’s unique DNA code. The designs were printed on each member’s business card and serve as a digital key to access the member’s profile and portfolio page on the Disruption Lab website. Card recipients can view creative works from each member online by holding their card over a web camera.

Results

Through PR and word of mouth, many design magazines, blogs, online advertising news and others covered the DNA ID, attracting a great deal of public attention. Further, we successfully acquired a new client via the business card within a month after its introduction.