Title | MISHEARD FONT |
Brand | PANASONIC |
Product / Service | PANASONIC HEARING AIDS |
Category | B01. Brand led Education & Awareness |
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. Akasaka, 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 |
Kentaro Muraishi | Freelancer | Planner |
Shohei Onodera | Freelancer | Designer |
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 |
The half of people over 65 develop some hearing loss because some consonants become inaudible biologically. Although modern hearing aids are excellent, they cannot make hearing fully normal. Hearing difficulty is very personal, subjective and of course invisible. Therefore, younger generation is not interested in this important issue. As a hearing aid manufacturer, Panasonic challenged to this issue. 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.
Website URL | Supporting Webpage