Title | MISHEARD FONT |
Brand | PANASONIC |
Product / Service | PANASONIC HEARING AIDS |
Category | G01. Typography |
Entrant | HAKUHODO 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 |
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 |
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.
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.
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.