Dentsu exhibition in the US themed "Pointless Brings Progress" - MARKETING Magazine Asia


Dentsu exhibition in the US themed “Pointless Brings Progress”

Dentsu Inc announced that its Digital Creative Center1, together with Dentsu Creative X Inc. will participate in this year’s SXSW 2019 held in Austin, Texas.

Dentsu is presenting its exhibition at the Trade Show from March 10–13.

The concept Dentsu is promoting at this year’s event is “Pointless Brings Progress.”

The idea being that something of whose value is uncertain is heralding the future.

One of the notable exhibits is Open meals. Open meals is a project aimed to revolutionize food by converting all kinds of food into digital data. At present, the team is engaged in a project to open SUSHI SINGULARITY TOKYO, a super-futuristic digitized food restaurant experience in Tokyo, and will demonstrate this concept at SXSW 2019.

In the near future, Open Meals predicts that two revolutions will occur as sushi digitizes and becomes linked to the Internet: 1) Sushi will connect with people around the world, who will create, edit and share online, creating new sushi configurations one after another. 2) Sushi will connect with the human body; personal optimization of nutrients will be achieved based on health data such as vital statistics and genetic composition.

At SXSW, Dentsu will reveal for the first time in the world, the prototype of a food manufacturing machine centered on 3D printers and the concept design of sushi, which will be made possible by technology. In the future, we will build a “digital platform where we can store a myriad of food data” so people throughout the world can share and download food.

The other theme is “Rethinking Tobacco” which centers around averting the global food crisis. This project aims to realize the grafting of different plant materials using tobacco.

Did you know repurposing tobacco has the potential to address food insecurity? “Grafting” is a traditional method to improve the taste and the resilience of a plant by cutting a branch and connecting it to another plant of the same family.

The Dentsu team discovered a process using tobacco as an intermediary that enables the grafting of all plant types together, which was thought to be impossible up to now. By delivering cutting-edge biotechnology tools such as genome editing, we are developing disease resistant varieties and crops grown even in non-arable climates.

“Rethinking Tobacco” is a project for bringing about future changes in food. The exhibition will be held in collaboration with “Todai to Texas” (TTT), an official program of The University of Tokyo, organized by Division of University Corporate Relations (DUCR).

“Father’s nursing assistant” is a technological nursing evolution that involves infant breastfeeding and a sleep inducement device for fathers.

The amount of time infants in Japan spend sleeping is shorter compared to the rest of the world.

Much of the parental stress and difficulties surrounding childrearing are related to feeding and sleeping, and generally the rate of participation by fathers tends to be low.

Focusing on breastfeeding, we aim to decrease the amount of burden on mothers and increase the amount of time infants have with their fathers by enabling them to breastfeed.

This is realized with the father’s nursing assistant wearable device. Based on advice from pediatricians and babysitters, who say that babies tend to touch the breast with their hands when feeding and that the softness seems to sooth them, the product has been shaped to resemble a woman’s breasts.

As a result, a father can hold his baby in both of his arms, creating a deeper kinship between them and enabling the baby to sleep peacefully in his father’s arms.

Father’s Nursing Assistant has a tank for milk on one side and the breastfeeding system on the other. The device also senses the infant’s breastfeeding and sleep timing and is linked to an app that facilitates a better, visual understanding of the infant’s condition.

The exhibition also features other campaigns and will be held at the
ACC Exhibit Halls 2-5 No.807 from March 10 to the 13, from 11:00am to 6:00pm and until 2pm on the 13.


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