Taking that "first step" is innovation itself.

Poland's advertising market may seem overshadowed by larger markets like the UK, Germany, and France, yet its advertising industry culture is remarkably progressive. Poles have always actively embraced innovation and readily incorporate it into daily life. This very disposition may well influence the culture of the advertising industry.

For instance, Poland leads Eastern Europe in the adoption of contactless payments via smartphones. This has fostered the development of "Beacon Valley," a hub for short-range wireless communication and IoT development. This is a major reason Poland was chosen as the technology hub for Dentsu Inc. Aegis Network (DAN) in this region.

We take pride in the fact that our efforts contributed to the growing attention in Poland for "neurowear," a groundbreaking device utilizing brainwaves, which Dentsu Inc.'s development team researched and commercialized. Our first EEG (electroencephalogram) project client was Polish National Radio. When pitching the concept, we emphasized that viewers could always find a program they liked, no matter their mood, across various broadcast channels. This presentation proved successful. The EEG project launch was a resounding success, and since then, our multimedia division has continuously worked on new neuro-control type products.

"Soundtrack To Your Life," developed for National Polish Radio, reads the user's brainwaves via a headset and selects radio programs and songs suited to their mood. Through this project, we promoted the message: "National Polish Radio is for everyone."

 

For example, BrainBot (a block toy robot car controlled by brainwaves via a headset) and MindRace (a slot car race track driven by brainwaves via a headset) played significant roles at conferences and exhibitions we participated in. They garnered attention as Poland DAN's flagship products, strongly impressing industry stakeholders that Poland DAN is the most innovative media group in the region.

BrainBot: A robot car made from building blocks, controlled by brainwaves via a headset.

 

The mental tug-of-war "BrainBot Game" pits users against each other, pulling a robot car using brainwaves. The car pulls more strongly toward the player who concentrates more intensely.

 

MindRace: A slot car race controlled by brainwaves via a headset.

 

The more intensely you concentrate, the faster your slot car goes, allowing two players to compete against each other.

 

The fun is just beginning. Currently, we are not only further evolving the products we have developed, but also challenging ourselves with a new conceptual project called the "Petrol Station of the Future," which incorporates the facial recognition system "Face_in." Additionally, I am actively exploring viable commercial applications for "neurocam" (a camera that records one's feelings at the moment using bio-information such as brainwaves), a technology I have wanted to work with since first learning about it.

All these pioneering efforts by Poland's DAN are rooted in the belief that innovation is the first step toward a better tomorrow. Japanese technology is blossoming in distant Poland. The two nations are bound together by the bond of innovation.