Approach from the idea of reversing “from minus to plus”

_After 6 teams are selected through the first qualifying, how will each team brush up the plan?

Ota:Each team will have one Hakuhodo mentor to develop a plan. In the meantime, we held a total of three workshops where we participated together, and had a final presentation at the final competition three months later.

_Did you do fieldwork in the city of Shibuya for 3 months?

White:I wonder if I had an assault interview with about 100 people in the city.

Sugimoto:I approached those who were messing around with smartphones and meeting people at Hachiko Square (laughs).

Shimazu:After grabbing, I asked 3 choices, such as 3 minutes or 1 minute. First, I asked two choices of “Yes / No” and put a sticker on it.

White:I thought that posting anonymously to signage was something I couldn't say to my friends and family next to me, so I first asked "Is there anything you can't tell people?" If you have trouble that you can't tell people, how do you solve it when you have it? Is it okay to just vomit without solving? I felt like I was listening to that.

_That's 100 people ... amazing! The plan has been dropped from the “worries” end to “Hachiko Shrine”, but the swing is amazing. Please tell us how you got there.

Sugimoto:If you are worried, even if you feel good, you will feel negative if you see it. On the other hand, if it is positive, the opposite may happen. Just looking at other people's positives will help you and your positive effect will work.

White:In the survey, there are many voices saying "I forget my problems" or "I will talk to my friends", and honestly, there was no need for their problems. Therefore, I decided to reverse the idea at a stretch from “minus to plus” for what I would raise to signage.

_ "Hachiko" and "Shrine" are also connected there, how did you get jealous?

White:Hakuhodo's mentor says "Isn't it similar to a shrine ema?" If anything, we thought it was close to a Tanabata strip, but I think that the idea of “Ema” and “Shrine” were connected. “Hachiko” arrived when I thought about how to create “Shibuya” that must be Shibuya. Digital signage can be found anywhere, but you can plant the image that Hachiko is a service in Shibuya.

Sugimoto:Google Assistant has a service that allows you to talk to Kitty and Pikachu, and Shibuya is Hachiko. Rather than simply declaring a goal to Hachiko, the appearance of a shrine would be completely different, and I could easily make a design. I thought that this would be exciting when the consensus was reached, "Let's make it a shrine!"

Image of everyone's “goals” and “wish” floating

_Did you consider the student's uniqueness and the uniqueness of students when thinking about planning?

Sugimoto:What are the most exciting things to do once you remove all such restrictions and conditions? You can decide whether the project is cool or not.

White:It ’s like using your own senses. I did not think logically because I was a student, but I cherished the obedient sense of thinking of three people.

_How did you feel when you objectively saw the three people worried about planning?

Ota:I was really worried and had the impression that I was working hard, so I really wanted you to do my best. It was felt not only by the “motivated tree” but by the entire team, but if you deepen your ideas on the premise that you would like to run as a business, it would never be interesting. I felt like that, so it would be nice for students to have ideas that couldn't make money with this theme alone. Instead, if you do this, there is a sales promotion effect as a company, a notification effect, or even if you can not make money with proposals, there are other merits, so please expand your thoughts and think I told you.

_ As Tokyu-san, did you want to finally launch each team's proposal? I think that you have to land if it is an actual job, but in this case, did you have any idea that you don't need to land because it was a student's suggestion?

Ota:I would like to bring from the time I participated in this project to the prototype. Aside from launching as a permanent service, I wanted to make something once. However, there was a dilemma that if you say too much to the students, it would become smaller and the goodness would disappear.

_If it is a real job, there are delivery times and costs, so you might decide where to drop it? In this case, did you endure it?

Ota:I agree. The students also noticed it and put it there as a whole, so I tried not to say it as much as possible.

_Please tell us more about the “Hachiko Shrine” that you proposed at the final competition after 3 months of brush-up.

White:Our ideal image is like Barn and a shrine appearing on a large digital signage where everyone sets goals.

Sugimoto:Hachiko comes out when you ring the bell, and when you say the target to the street microphone, the voice read by the microphone is displayed on the signage. When designing a shrine, there are many young people in Shibuya, so if you don't think high school girls think "what is this?" So, I was very conscious of “cuteness” and “pop”, and designed it so that I want to put it on an Instagram story.

Shimazu:If you post while talking to Hachiko, the colorful goal icons will begin to flicker around the shrine on the signage. It is an image that cuts out the feelings and thrills of the moment when I wanted to achieve that goal.

White:Goals can be raised on the streets that everyone sees, or you can sneak at home and talk to Hachiko and post. If you actually go to Shibuya, you can see your goals on big signage. I like that experience.

Shimazu:There is a possibility that you will be encouraged just by having an initial intention for your goals in the city of Shibuya. There is such an aim.

White:Once you have achieved it, Hachiko asks you “hope?” On the signage, and when you press it, the target bounces and disappears. For example, if you have a goal that you should do your best in a long span, such as taking an examination, you will surely be encouraged if you go to school while watching it.

Shimazu:I think that someone who happens to pass that may be cheered by encountering the moment of achieving that goal. You can convert someone else's plus into your own energy, saying, "Now someone's wish has come true."

White:In addition, using Google's remind function, it might be interesting to display OO days before the target ...

_ Are you satisfied with the final presentation?

Sugimoto:I wanted a little more time.

Shimazu:I am not satisfied.

White:This person (Mr. Shimazu) was not convinced until the end.

Shimazu:I'm sorry (laughs).

White:I feel really happy to be able to actually realize what I was thinking.

Shimazu:It is the same.

Sugimoto:I wanted to get through with “worries”. I wanted to come up with a better idea on the theme of “worries” and take it to a place where Tokyu could do it. What has been replaced with “goals” instead of “worries” is a reminder.

Shimazu:surely.

Sugimoto:But I think the best in time has been done.

“Hachiko Shrine” designed by Mr. Sugimoto. Everyone's goals are displayed around Hachiko.

Realize prototype of “Hachiko Shrine” at SHIBUYA STREAM

_How did you evaluate the final presentation of “Mochimochi no Ki”?

Ota:Some elements related to Shibuya, such as “Hachiko,” were included, and I felt that such a mechanism would make the city very interesting. Also, I might be in charge of SHIBUYA STREAM, but because we use digital signage in commercial facilities, I also got the image that it could be realized in such a place.

Sugimoto:I aimed!

Ota:The graphics were also very cute. Unfortunately, the “motivated tree” missed the victory, but we valued it very much.

_There was also a phrase "I missed the victory", but what do you think was appreciated? On the other hand, how do you perceive why you didn't reach the championship?

Shimazu:I think each judge's evaluation is different. From Tokyu-san, we have a great appreciation of visuals, and from Google, we can visualize the world that is happening on SNS such as Twitter and bring it to the real world. In addition, I think Hakuhodo-san evaluated the logic of input, concept, and output planning.

White:However, the output is neatly organized ... It is clear that the quality of the presentation was very low. Of the 6 teams, I made the 3rd presentation, but it looked the same, and the logic wasn't even one step away. The winning team was making new words and keywords, but in that respect, I think we were weakly persuasive.

_What do you think was missing from Toki-san?

Ota:Their presentation was not as bad as they say. There were no negative elements, and the design and ideas were catchy. However, if anything, the winning team was excellent and the completion was very high. The honest reason is that I went there when I simply compared.

_Do you feel that the enemy was worse than lack of power?

Ota:I agree. The presentation of the winning team “Ochanomizu” was the idea of “YUBISASHI”, and when tourists wanted to go to a destination in Shibuya, first the photos of SHIBUYA109 came out, then walked towards 109, then A picture of Hachiko came out, and I was looking for where it was ... and finally I reached the destination while visiting various spots in Shibuya. It was a great idea to convey the charm of the city of Shibuya, not just the destination, and the level of presentation and slides was very high.

_Why did you choose "Mochimochi no Ki" instead of the winning team "Ochanomizu" when you realized your students' ideas?

Ota:The idea of the winning team was very good, but it was not realistic because it would cost a lot of money and effort. I'm sorry for the students, but it's an adult situation. On the other hand, there is a high possibility in terms of feasibility and cost, and the voice of "It's interesting if you actually do it" was unanimously "moist tree".

3 people: I'm happy!

Ota:In terms of a business contest that evaluates innovative ideas, not in terms of advancement, “Ochanomizu” was the top, and “Muchimochi no Ki” was first in terms of making a prototype.

White:I'm really happy that I didn't want it.

Ota:In order to do it, I would like to make the image they thought of as possible, and I used visuals such as “Hachiko Shrine” with almost no modification. However, there are places where they can not be realized in the part that they proposed in the final presentation, and one is that if you can achieve the stated goals, it is cost and hassle to keep up with each individual's goals so far Unfortunately, I gave up.

_It seems to be costly to store and manage personal information.

Ota:After posting, it was reflected in signage in real time, but there is a compliance issue, so I would have to screen once. There is a risk that problem statements will be posted by all means, and it takes time to check it, so it takes one to two days to reflect the contribution, another point that I had to change. However, this time it is a prototype, so I hope it will be enjoyed for a limited time rather than a full-fledged launch.

_Where can I actually see “Hachiko Shrine”?

Ota:From November 15th, Google Assistant has started a service that allows you to post your goals. Hachiko Shrine will appear in the digital signage next to the SHIBUYA STREAM 2nd Floor Information for one month from November 20th to December 19th, and the goals you have posted will come to mind. Posts will be reflected in 1-2 days, so I hope many people will enjoy it.

_What do you want everyone to enjoy?

White:We want everyone from the same generation as us as well as the TikTok group (teens) to busy adults.

Sugimoto:Since digital signage belongs to companies and facilities, I think it is amazing that their words are displayed there. Please post it and enjoy it.

Shimazu:I wanted to create an idea that would make people who use Shibuya everyday, such as going to school and changing, feel better every time they come to Shibuya. I hope that people who happen to pass in front of signage will feel the energy that approaches their goals.

White:Every time I pass here, I want people to remember the feeling of “I made such a declaration!” And to experience the goal of achieving the goal.