MISHEARD FONT

Short List
TitleMISHEARD FONT
ClientPANASONIC
Product / ServicePANASONIC HEARING AIDS
CategoryG01. Typography
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
PR MATERIAL Tokyo, JAPAN
Production AID-DCC Osaka, JAPAN
Production 2 CREATORS GROUP MAC Tokyo, JAPAN
Production 3 AOI PRO. INC. Osaki, Tokyo, JAPAN
Additional Company PANASONIC CORPORATION Osaka, JAPAN

The Campaign

MISHEARD FONT developed by Language Analysis AI. The font combines two sounds frequently misheard. It can be read in two ways, and educates people about what it is like to hear when they get old.

Creative Execution

We developed a language analysis AI based on several scientific researches and knowledge Panasonic Hearing Instruments has. (e.g. Frequency of Sounds, Similarity of Sounds, Accent Placement) This AI analyzed the most commonly used Japanese dictionary and found 428 pairs of sounds that are often misheard out of over 31 billion of combinations. For each of the sounds, we designed MISHEARD FONT to create contextual ads for education. For example, Subway station ads: Misheard station names Magazine for housewives: Misheard ingredients Newspaper for business people: Misheard boarding time on a business trip Facebook ads appear during business hours: Misheard appointment time We also made an online dictionary to let people search for misheard words in any occasion.

Indication of how successful the outcome was in the market

Right after the launch, MISHEARD FONT has expanded to a social movement. Airline companies, tourist spots, radio stations, and nursing homes started a training to avoid mishearing. Before the campaign, only limited number of people had paid attention to the problems in hearing. But MISHEARD FONT changed the social mood and, the problem has spread to the outside of a hearing instruments industries. Presence of Panasonic Hearing Instruments has been increased. • Tier 1: Media Outputs - covered on 190+ websites • Tier 2: Target Audience Outcomes - various industries where mishearing should especially be cared started a training to avoid mishearing. (e.g. Airline companies, tourist spots, radio stations, nursing homes)

First, we analyzed the data of Japanese dictionary and made a list of every possible misheard combinations. Next, by designing a font that visualize misheard, we launched a contextual ads for education made specially for each locations and people.

Credits

Name Company Position
Yu Kaneno Panasonic Executive Creative Director
Kan Ishii HAKUHODO Executive Creative Director
Tatsuya Masaki Panasonic Creative Director
Tatsuro Miura HAKUHODO Creative Director
Keitaro Kamijo HAKUHODO Planner
Shuichiro Koyama HAKUHODO Art Director
Shun Akeda HAKUHODO Copywriter
Katsuya Aonuma HAKUHODO Planner
Tomoya Ishibashi HAKUHODO Planner
Takashi Fujioka HAKUHODO Account Director
Atsunobu Toyonaga HAKUHODO Account Supervisor
Shohei Onodera Freelancer Designer
Kentaro Muraishi Freelancer Planner
Kojiro Matsumoto AID-DCC Producer
Yoshizumi Ashikawa AID-DCC Engineer
Yoshiaki Kajiyashiki AID-DCC Developer
Nobutoshi Goto AID-DCC System Engineer
Madoka Itani AID-DCC Motion Designer
Kenjiro Matsuo Invisible Designs Lab. Sound Advisor
Takeshi Nakatani Creators Group MAC Designer
Tadanobu Shimada Creators Group MAC Designer
Kazuro Omura K-omura Creative Studio Designer
Mana Hisamatsu AOI Pro. Producer
Sayo Miyazaki AOI Pro. Production Manager
Katsuki Kuroyanagi AOI Pro. Director
Takeaki Harada AOI Pro. Editor
Shoichi Kawada AOI Pro. Editor
Saki Iwamoto Material PR Director
So Aosaki Material Account Executive
Yukiko Nishino Material Account Executive
Links
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