CategoryC07. Use of Technology
Idea Creation DENTSU INC. Tokyo, JAPAN


Name Company Position
Tomohiro Sawada World Yuru Sports Acossiation. Total Producer / copywriter
Atsushi Otaki DENTSU INC. Chief Creative Planner / Creative technologist
Satomi Okubo DENTSU INC. Art Director
Nagumo Masato DENTSU INC. Planner
Kanae Fukushima TAKI corporation Designer
Nozomi Yamamoto TAKI corporation Designer
Hiroki Baba DENTSU INC. Planner
Takuya Yamazaki Freelance Movie Director
Katsuya Fujisaki Freelance Movie Producer

Why is this work relevant for PR?

Because we considered a solution to the social issues of face recognition technology through a completely new sports creation. Specifically, we challenged the perception change to a fun entertainment technology with a fear of face recognition technology.


Facial recognition technology is already playing an active role throughout many cities. NEC's facial recognition technology boasts the world's top accuracy and speed, and has a high global market share. However, because it captures one their most personal parts, many people around the world have a generally negative image toward it, evidenced mainly by feelings of trepidation.

Describe the creative idea (20% of vote)

"Face Race" A competition that utilizes facial recognition technology. As a company that focuses on supporting sporting events, it was an approach unique to NEC. Find the face most similar to yours at the venue, and aim for the goal together. When you score, the match rate of the two faces is instantly displayed, and the team with the highest score wins. All you need is a face, so anyone can participate regardless of nationality, age, or gender. This was the birth of the ultimate diversity-embracing sport.

Describe the strategy (30% of vote)

That’s where NEC aimed to penetrate and expand the essential market by changing the impression of facial recognition technology into a positive one. And through this process, the company would also address corporate issues like improving corporate branding, inner motivation, and recruiting. We developed a completely new sport based on facial recognition technology!

Describe the execution (20% of vote)

We held an athletic meet in which 400 people participated, transcending nationality, age, able-bodied or disabled. NEC also carried out the Face Race at an in-house training session in which 4,000 people gathered.

List the results (30% of vote) – must include at least two of the following tiers:

By allowing participants to feel enjoyment, human connection, and peace of mind, through this experience we achieved a positive impression of facial recognition technology. In addition, the activities were featured in many TV programs and web media. At the request from a Kanagawa Diet member, an event was held at a social welfare facility for the elderly, with involvement from their families, and students from nearby schools. There are inquiries from overseas too, as the Face Race shows promise to expand further into the future.


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