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Dentsu Inc. Internship 2015: Learning from Professionals Who Move People
The " Dentsu Inc. Internship 2015: School of Ideas " was held from August 17-21, August 29, and September 5 at venues including the Dentsu Inc. headquarters building in Shiodome, Tokyo, with 54 participants ranging from undergraduates to graduate students.
Now in its eighth year, this year's concept was "Seven Days This Summer to Break the Norms." Through lectures, exercises, and a retreat led by Dentsu Inc. employees, participants experienced the company's planning work and challenged themselves to generate ideas that transcend conventional wisdom.
This concept also permeated the participant selection process. This year, alongside the standard screening, a "Zen Meditation Selection" was introduced. This involved judging users meditating in front of their computer webcams, awarding prizes like the "Mental Focus Award" for minimal body movement during meditation and the "Instructor Award" for composing the most unique haiku. Additionally, the "Backdoor Breakthrough Award" was given to users who decoded a hidden cryptogram within the zazen screening site's source code.
The internship program offered three courses this year. "Discover 'That's the Way to Do It!' and Make the World and Future Feel Good: Copywriting & CM Planning Ideation" led by the company's Group Creative Director and CM Planner, Kouta Higashihata. "Make the Boring Interesting. Make the Interesting Serious. Planning & Concept Making Course," and "The Course for Those Who Want to Keep Creating Things That Surprise the World," led by Yasuhisa Nito, Copywriter and Planner. As a first-time initiative for each course, a "Case Study Shower" session was introduced, immersing participants in case studies of solutions to global challenges to help them internalize "patterns."
Participants submitted their best ideas for challenges assigned by instructors over the seven days. Winners received gold-colored pencils, runners-up silver, and third place bronze. Instructors also awarded their own business card-colored pencils as prizes. Dentsu Inc. employees' business cards come in 100 color variations, making the number of colors collected—not just gold—a source of friendly competition among participants.
The Dentsu Inc. Internship program traces its origins to the Dentsu Creative School, launched in 1988. It has since produced numerous creators and planners across various industries. Even if participants don't pursue careers in advertising, the experience of spending a summer thoroughly developing ideas that move people will undoubtedly prove valuable when they enter the workforce.
Details are available on the Dentsu Inc. website.
See last year's program here.
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