ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2021 ONE Asia - Innovation

TUNA SCOPE 2020

Agency DENTSU INC. / TOKYO

Client Kura Sushi, Inc.

Category

Product Innovation

Annual ID

OSA21_IN002G

Description

We developed TUNA SCOPE, the world's first AI capable of discerning tuna quality with the eye of a skilled Japanese artisan. Using the peculiarities of deep learning, the AI was able to establish its own methodology for making judgments that had been considered 'tacit knowledge' based on human intuition and experience, becoming the world's first AI to successfully acquire a professional skill. In 2020, TUNA SCOPE has been introduced to Kura Sushi, the largest sushi chain in Japan. With strict COVID-19 travel restrictions preventing its staff from going abroad to purchase tuna as usual, Kura Sushi succeeded in AI-driven remote purchasing of high-quality stock by sending the Tuna Scope app to plants overseas. Its new 'AI Tuna' product was sold in 461 stores around Japan, tripling previous sales figures. Tuna Scope caused a major stir around the world, with coverage by more than 1,500 media outlets in 57 countries, as a digital transformation of quality judgment and a solution for overcoming the impact of the pandemic. TUNA SCOPE has been adopted as a promotion program supported by the government of Japan. With the national government’s support, we are expanding the supply of AI-selected tuna around the world, including in New York and Singapore. Through TUNA SCOPE, we seek to spread Japanese skills globally to create a society where everyone can enjoy delicious tuna into the future.

2021 Awards

Total Points: 30

Gold Award

Credits

Agency

Dentsu Inc. / Tokyo

Production Company

Ad Dentsu Osaka Inc. / Osaka
Dentsu Creative Force Inc. / Tokyo
Dentsu Creative X Inc. / Tokyo
Dentsu Live Inc. / Tokyo
Dentsu Public Relations Inc. / Tokyo
Information Services International - Dentsu, Ltd. / Tokyo
Koozyt, Inc. / TOKYO
Shindii Llc. / Tokyo

Art Director

Daisuke Matsunaga

Creative Director

Kazuhiro Shimura

Data Scientist

Yasushi Miyajima

Designer

Katsuhiro Uto

Director

Tomoyuki Kato

Engineer

Hideyuki Ono

Account Manager

Yukiko Matsue
Takanori Hosoi
Takeshi Kaneko
Tokio Noji

AI Engineer

Amina Mim
Hasanur Rashid

Business Producer

Akimichi Hibi
Hideyuki Hirai
Ryunosuke Tsuzuki

Chief Producer

Tatsuya Murayama

Communication Planner

Ryo Sasaki

Creative Producer

Takaomi Maeda

PR Planner

Koichi Ikariyama
Koichi Maeda
Yuichiro Hagiwara

Web Designer

Shogo Hina

Web Director

Hitoshi Nakao

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