CategoryA08. Digital Design
Entrant Company HAKUHODO Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN
Production Company HAKUHODO I-STUDIO Tokyo, JAPAN


Name Company Position
Kentaro Kimura Hakuhodo Kettle Executive Creative Director
Takayuki Hino Six Creative Director
Shota Hatanaka Hakuhodo Kettle Planner
Masatoshi Usami Hakuhodo Planner
Noriyuki Kanemaru Hakuhodo Producer
Takato Toji Hakuhodo Producer
Yasutaka Yoshizawa Hakuhodo I/Studio Producer
Tomoya Ikeda Hakuhodo I/Studio Art Director
Jun Kagaya Hakuhodo I/Studio Art Director
Youngwook Hwang Hakuhodo I/Studio Designer
Yoichi Saito Hakuhodo I/Studio Technical Director
Takahiro Kiuchi Hakuhodo I/Studio Director

Brief Explanation

The Average Employees are a male and female “virtual employee” created by their average values. The face is our company’s average male and female face created by combining the photos of employees. The voice is also our average voice created by combining the voice data of employees. Where our employees live, the number of Facebook friends they have, and even their daily schedule… This execution became an exact mirror image of our employees with the averaged appearance, personality, and various personal information.

The Brief

During job hunting, it is very important for job seekers to not only research about the job, but also about the people who work for that company. Therefore, job seekers take a lot of time to research about a company’s employees. In such circumstances, it was a challenge for us, a large company engaging in recruiting activities, to inform job seekers about their company.

How the final design was conceived

In order for job applicants to get to know our employees quickly, we designed various data from 500 of our employees and used their average values to create a male and female “virtual employee” called “The Average Employees”. We used the average values of appearance, voice, name, height, weight, place of residence, number of Facebook friends and spending habits to create our company’s male and female “lifelike employees”. From the website, students were able to ask various questions to our average male and female employee, allowing them to hear average responses from average voices.

Indication of how successful the outcome was in the market

The Average Employees was a huge hit, contributing to a better understanding of our company with a boost in applicant numbers. More detailed results is as follows: ・Job applications rose 24.1 percent compared to the previous year. ・The website was accessed over 1 million times in the first week. ・It was shared on Facebook more than 10,000 times. ・Now, there is an offer to create “The Average Employees” from different clients.