HEART SIGNATURE

Bronze Spike

Case Film

Presentation Image

TitleHEART SIGNATURE
ClientMITSUFUJI CORPORATION
Product / ServiceHAMON
CategoryA02. Rebrand / Refresh of an Existing Brand
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production AID-DCC Osaka, JAPAN
Production 2 TAIYO KIKAKU Tokyo, JAPAN
Production 3 J.C. SPARK Tokyo, JAPAN

The Campaign

We most commonly see data related to the heart’s activity mapped out in the form of a single line, which consists of three waves and a zigzag complex. However, to most people, this line means very little. This is a shame, as electrocardiographic data can reveal information about our bodies and hearts that we may be completely unaware of. By developing new algorithms, we can visualize the heart’s activity in forms that convey the data in clearer and more emotionally resonant ways. This is what led us to develop the Heart Signature. It is a visually intuitive electrocardiogram created by analyzing the four patterns that make up the standard line electrocardiogram and converting them into a beautiful composition of shapes and colors—all in real time.

Creative Execution

The colors are determined by the pulse—faster pulses are portrayed with fiery reds, while slower pulses are represented with calming blues. The shapes are determined by the heartbeat—stronger pulses produce larger and more complex shapes, while weak pulses generate smaller, simpler shapes. The shapes and colors are combined to form a distinctive pattern that resembles a flower—an image that embodies the beauty and sacredness of life. The result is an electrocardiogram that represents the same data as a line electrocardiogram, but which more clearly evokes the dynamism of human life.

Indication of how successful the outcome was in the market

The Heart Signature became Mitsufuji’s new visual identity and was incorporated as a motif in the company’s sales kits and merchandise. It also became an effective tool for making sales, encouraging customers to try on our wearable products, and boosting staff motivation. The new look earned us 50 new business partners, 500% more inquiries about our company at the 2018 Consumer Electronics Show than the previous year, and a Small Giant of the Year recognition from Forbes Japan. As a result, we were able to greatly increase the company’s value.

Credits

Name Company Position
Noritaka Kobuse DENTSU INC. Creative Director
Seri Tanaka DENTSU INC. Art Director
Junta Yoshikawa DENTSU INC. Communication Planner
Satoshi Takasugi DENTSU INC. Account Exective
Hidenobu Hoshino DENTSU INC. Account Exective
Yuu Oguri DENTSU INC. Account Exective
Shintaro Kanazawa DENTSU INC. Account Exective
Hiroaki Dehari DENTSU INC. Account Exective
Tomoki Sakai DENTSU INC. Sports Producer
Hiroyuki Owatari DENTSU INC. Sports Producer
Junichiro Kubota DENTSU INC. Investment analyst
Kouji Abe DENTSU LIVE INC. Agency Producer
Kazuaki Harada DENTSU LIVE INC. Event Producer
Nao Wakamatsu Dentsu Event Operations Inc. Event Manager
Wataru Sakamoto J.C.SPARK INC. Designer
Masato Kondo J.C.SPARK INC. Designer
Naoto Shigemasa AID-DCC Inc. Technical Producer
Yoshizumi Ashikawa AID-DCC Inc. Programmer
Manabu Ariyoshi AID-DCC Inc. User Interface Designer
Kei Terayama TAIYO KIKAKU Co.,Ltd. Producer
Mio Nakamura TAIYO KIKAKU Co.,Ltd. Production Manager
Yuka Sakurai TAIYO KIKAKU Co.,Ltd. Production Manager
Naoto Suzuki TAIYO KIKAKU Co.,Ltd. Production Manager
HORSTON Freelance Director/Animator/Editor
Toru Sasaki Freelance Music&Sound
Zal Sethna SOLI CONSULTANTS Translator
Ayumu Mitera Mitsufuji Corporation CEO 
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