PROGRAM

ExhibitionStage #2-11 DEI: From “Sense” to “Tech.” What does the future of creative development look like for building better relationships between brands and consumers?

Until now, DEI-conscious expression has been left to the creator's “sensitivity” or “sense of style.”
However, as societal values grow more complex and brands face increasing scrutiny over their stance toward society, relying solely on such intuition has reached its limits.

This session introduces the “GEM® Score,” a tool that quantitatively visualizes gender bias in advertising expressions.
We will learn methods to treat DEI not as tacit knowledge but as “explicit knowledge,” and discuss future creative development.
*This session will include a brief individual exercise.

• 

  Rei Watanabe

  ORICOM CO., LTD.

  Marketing Communication Design Div.

  

• 

  Takuma Tsuchida

  Oricom Co.,Ltd.

  Account Planning Room Senior Creative Director