Title | UNO SOCIAL BARBER |
Brand | SHISEIDO COMPANY, |
Product / Service | MENS HAIR STYLING BRAND ”UNO” |
Category | B01. User Experience Design (UX) |
Entrant | PARTY Tokyo, JAPAN |
Idea Creation | PARTY Tokyo, JAPAN |
Idea Creation 2 | DENTSU INC. Tokyo, JAPAN |
Production | DENTSU CREATIVE X Tokyo, JAPAN |
Contributing | PUZZLE Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Daisuke Nakamura | PARTY | Creative Director, Technical Director, Planner |
Naoki Tanaka | Dentsu/Dentsu Lab Tokyo | Creative Director, Copy Writer, Planner |
Moe Goto | Dentsu/Dentsu Lab Tokyo | Copy Writer, Planner |
Ryuta Moniwa | Dentsu | Copy Writer, Planner |
Tatsuhiko Akutsu | PARTY | Information Architect, Planner |
Miho Ishizuka | PARTY | Planner |
Atsuko Okada | puzzle | Producer |
Nami Kamiya | puzzle | Production Manager |
Masafumi Fujioka | DENTSU CREATIVE X INC. | Producer |
Wataru Odakura | DENTSU CREATIVE X INC. | Producer |
TAKCOM | P.I.C.S | Director |
Masahiro Nose | Digital Garden inc. | CG Producer |
Yudai Kogawa | invisible designs lab | Music |
Ryuta Modeki | TWOTONE | Art Director |
Seruzio Nishida | TWOTONE | Designer |
Nobuaki Arikata | kirifuda | Frontend Engineer |
Nakashima Kenshiro | kirifuda | Frontend Engineer |
Hajime Sasaki | MountPosition | System Engineer |
Satoru Yamamoto | Data Artist Inc. | Data Scientist |
Motoyoshi Takano | Dentsu | Account Executive |
"uno SOCIAL BARBER" is a fictional barber shop that analyzes your personality through your social media posts. It retrieves users' past posts by connecting to Facebook or Twitter. Through a customized personality analysis algorithm built with Deep Learning, users' interests and psychological tendencies are extracted and hypothesized. Users can then watch an original video which analyzed their interests, and their positive or negative words from their posts and visualizes this through their "virtual hairstyle". At the end of the video, the results of their personality type analysis and advice will be displayed. These results can then be shared on Facebook and Twitter as an original GIF animation.
Launched on April 26, 2016 as a free online service that can be accessed on PC or smartphone. Accessible from anywhere in the world; Japanese is the only language available. Many new graduates take self-analysis tests to discover their traits and talents. The problem is, the majority of the analytic systems are outdated. With this insight, “uno,” young men?s hair styling brand, created a new question-free self-analysis solution to deepen the connection between young people and the brand. To do this, first, we consulted with psychologists to make sure that there is a possibility to estimate people's personalities from what they post on social media. Then, we conducted a series of psychological questionnaires and log analysis surveys to extract the necessary personality trait data for estimating personalities. The target audience were young adults who want to "mature" faster, such as job-hunting students and recent college graduates. Young adults in Japan are often using SNS such as Twitter and Facebook. Therefore, we focused advertising on banner ads using these platforms. We also focused targeting websites in Japan with an emphasis on job hunting, technology and fashion.