| Title | FACE_IN |
| Brand | THE PROCTER & GAMBLE COMPANY OF JAPAN |
| Product / Service | PANTENE |
| Category | A08. Other Digital Solutions in a Promotional Campaign |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | IMG SRC Tokyo, JAPAN |
| Production Company 2 | DENTSU TEC Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| George So Sugitomo | DENTSU INC. | Creative Director/Planner |
| Naru Kudo | DENTSU INC. | Producer |
| Naoki Mori | DENTSU INC. | Agency Producer |
| Kazuhiro Shida/Miwa Sasaki | DENTSU INC. | Planner/Copywriter/Strategic Planner |
| Noriaki Okada | DENTSU INC. | Technical Director |
| Nao Otani/Noriko Osumi | DENTSU INC. | Copywriter/Planner |
| Mai Shibatani | DENTSU INC. | Art Director |
| Taku Shimizu | DENTSU INC. | Agency Producer |
| Shunichi Ishigami | DENTSU INC. | Agency Producer |
| Chisato Matsumoto/Kei Inomata/Sacha Robertson | DENTSU INC. | Account Executive |
| Arata Kanbayashi | IMG SRC Inc. | Producer |
| Tatsuhiko Akutsu/Kosuke Kita | IMG SRC Inc. | Project Manager |
| Toshihito Echizenya | IMG SRC Inc. | Technical Director |
| Hiroaki Kitamura/Yuhei Yamamoto/Teruo Nakanishi | IMG SRC Inc. | Front/End Developer |
| Masanori Mori | IMG SRC Inc. | Director |
| Orie Azuma | J.C.SPARK | Designer |
| Junpei Katayma/Eiji Yamanishi | Cinematographer | |
| Yusuke Mori | AOI Pro.inc. | Production Producer |
| Shogo Uchiyama/Seiji Kofune | Editor | |
| Ai Tojima | Retoucher |
The campaign slogan for hair care brand PANTENE was, “You can look forward, with beautiful hair.” The goal was to send the brand message to the young female target audience, especially in a manner of one-to-one communication in a new way. Our answer was to create a digital signage that interacts only to you. Our team was in charge of creative and engineering for the new communication of PANTENE. And so we developed the world’s first individual face recognition signage, “face_in.”
“face_in” Signage: A still photo of a woman with beautiful hair is looking backwards. But when a registered participant stands in front, the woman in the signage will turn around to look towards you. Showing a personalized message from PANTENE with the participants’ name included. “face_in” Digital Mirror: When the participant stood in front of this mirror, their name will be called out correctly from their own personal avatar appearing inside the mirror using synthesized sounds. “face_in” Vending Machine: When the participant’s face was detected a PANTENE bottle would pop out, an easy and simple new way for sampling.
The technology was incredible with over 8,390 participants combined, with 98.8% face match accuracy. The “face_in” solution could be added onto any existing digital signage that has already been installed in any public space, business district or mall. The technology is strongly appreciated by PANTENE, and has been implemented at all special events for the past 6 months this year. “face_in” provided a new way of communicating and created a fan base platform for PANTENE.
“look forward” with beautiful hair was PANTEN’s message to appeal. So a digital signage that interacts only when looked into forwardly was natural. And a never before seen personal communication was possible because “face_in” can detect each participant separately, creating a more intimate experience. Also mirrors are a must item for all of PANTENE targeted audience. So combining “face_in” to mirrors at special events was logical. The participants can tryout new products, for example hair oil, in front of the mirror and PANTENE can target each one in a new way never experienced before.