Dentsu Inc. × HERALBONY: Shining a Light on the "Possibilities" of People with Disabilities Through Creative Power

The Cannes Lions International Festival of Creativity was held in Cannes, France, from June 16 to 20. How did this world's largest celebration of creativity appear to its participants? We explore the "now" of Cannes through various perspectives.

Part 2 reports on a seminar hosted by Dentsu Inc. on-site. The speakers were: Dentsu Inc. Creative Director Kinami Hasegawa and HERALBONY (HERALBONY). How are Dentsu Inc. and HERALBONY seeking to change society's perspective on disability? What is the key creative power behind this?

Changing Society's View of Disability Through Creative Power

"Are people with disabilities really 'pitiful'? We want to change that perception through the power of creativity."

These striking words, introduced by Dentsu Inc. Creative Director Teruha Hasegawa at the seminar's outset, were first spoken to him by Heralbony co-founders, twin brothers Takaya and Fumito Matsuda, during their initial meeting in 2019. Hasegawa recalls something shifted within him at that moment.

"They gave me an item featuring a piece of art. It was a wonderful artwork created by an artist with intellectual disabilities, part of their newly launched brand 'Heralbony'. That encounter changed my perspective on 'disability', my approach to 'creativity', and even how I relate to my cousin with a disability."

Hasegawa and Heralbony began their collaboration in 2021. Last year, Dentsu Inc. and Heralbony launched a partnership called the "Future Creative Partnership." Through their activities, they are challenging society to change its perspective on disability.

In Japan, there are individuals with intellectual disabilities who create powerful, deeply moving artworks. Yet, much of this work is provided in exchange for donations, often at near-zero compensation. Despite the high quality of these pieces, it remains difficult for them to earn a living from their art.

In response to this situation, Heralbony continues its unprecedented challenge. The works of the artists with intellectual disabilities they contract often feature recurring patterns and motifs. Leveraging this characteristic, the brand develops fashion items like dresses and shawls, as well as lifestyle products. Furthermore, these designs have expanded into hotel interiors, airline amenities, and collaborations with other companies.

Heralbony's initiative gained worldwide attention and significant acclaim. Positioned as a "business that can permeate every space of society and daily life," the brand has grown substantially over six years. Through Heralbony's efforts, the artists' income increased by 15.6 times, reaching a level sufficient to support their livelihoods.

"HOPE CREATIVITY"

Through his work with Heralbony, Mr. Hasegawa says he realized something important.

"Until now, the connection between 'disability' and creativity has primarily focused on 'solving problems' or 'overcoming difficulties.' Of course, those are important too. But I believe creativity holds even greater potential. Using the power of creativity to shine a light on the 'potential' and 'hope' of people with disabilities—that is the form we aim for."

As an example, he introduced one of Dentsu Inc.'s flagship initiatives.

● "Goosebumps. Tax filing."

After receiving a report from the parents of an artist contracted with Heralbony stating, "Our son's art income has increased, and he now needs to file a tax return," we launched a campaign titled "Goosebumps-Inducing Tax Filing." We created posters featuring tax return documents on the left and heartwarming stories from the artist's family on the right. These were displayed at three locations within Tokyo Metro stations, including near Exit A13 of Kasumigaseki Station on the Tokyo Metro Chiyoda Line, which connects to the National Tax Agency.

● "Makeup Lessons Without a Mirror"

A program co-created by POLA, which communicates beauty through cosmetics; Dialogue Japan Society, which provides social entertainment programs; and Dentsu Inc. for people with visual impairments.Participants care for their skin and apply color relying solely on their sense of touch, expressing their individuality through makeup. This initiative delivers beauty, confidence, and joy into daily life, transcending the boundaries of disability. It exemplifies how "creativity enriches life."

● "Visiongram"

A project visualizing "how people with visual impairments see the world." Based on examination data, it develops personalized filters reflecting each individual's unique "way of seeing." This allows others to experience "what a visually impaired person sees" while also helping the individuals themselves communicate to others, "This is how I see it."By sharing this "world of perception" – often difficult even for the individuals themselves to explain and unimaginable even to their parents – empathy is fostered, paving the way toward a truly inclusive society. This exemplifies how "creativity connects people."

These examples symbolize the new approach Mr. Hasegawa calls "HOPE CREATIVITY." It is creativity that shines a light on the "potential," "hope," and "joy" of people with disabilities.

Creating a world where people with disabilities are truly respected

Next, Taka Matsuda, Co-CEO of Heralbony, spoke about the company's purpose:

"Heralbony is an art licensing company based in Japan. We transform the overwhelming creativity of artists with intellectual disabilities into various forms of communication."

"Heralbony is not a 'charity.' It is a sustainable business. We aim to change the societal structure that views people with disabilities solely as 'recipients of support.'"

Matsuda's motivation for founding Heralbony stemmed from his brother, who has an intellectual disability.

"He laughs. He gets sad. He gets angry. He has real emotions. Yet—so many people said he was 'pitiful.'"

"My mission—is to create a world where people with disabilities are truly respected."

"We transform their one-of-a-kind art into various products like bags, socks, and shirts. We operate shops and galleries across Japan. And most importantly, it's about creating things that are purely 'beautiful' and 'cool.'"

Heralbony has carried out numerous projects with many companies. By mediating access to a data collection of over 2,000 artworks for partner companies, licensing fees are returned to the artists.

"At the heart of our business are the artists. Their creativity contributes to society through expression and leads to proper income."

"One artist persistently draws only 'black circles.' Another endlessly depicts the concept of 'mazes' in infinite variations."

"One artist insists on using 'equal amounts' of every color. Another artist repeatedly paints only female figures."

"Intellectual disability can become the brush for 'expressions only that person can create.' In other words, it becomes a means to produce uniquely individual creativity."

Heralbony's activities have also made a significant impact on society. Some artists have seen their income increase 300-fold over the past decade. Parents who initially dismissed it as "just graffiti" now proudly declare, "We're proud of our child."

Last year, HERALBONY launched the international art award, the HERALBONY Art Prize (HERALBONY Art Prize). This award brings together art experts from diverse backgrounds as judges. This year, a staggering 2,650 entries were submitted from 65 countries and regions.

In recognition of these efforts, Heralbony received the LVMH Innovation Award ." This marks the first time a Japanese startup has achieved this distinction.

Dentsu Inc. and HERALBONY, as Future Creative Partners, will continue their challenge to create diverse futures through the power of HOPE CREATIVITY. Centering on the theme of "disability," they will collaborate with various partners both in Japan and internationally to open new possibilities through creativity.

Finally, Mr. Matsuda shared the origin of the brand name Heralbony:

"Heralbony—this brand name comes from my brother. He has an intellectual disability and would write 'Heralbony' over and over in his notebook. When I asked him, 'What does this word mean?' he answered—'I don't know!'"

"That word my brother created has become a term that appears in searches around the world. Growing up with my brother who has an intellectual disability, I was often teased and made fun of. But because my brother Shota was there, we twins grew up to be people who never look down on anyone."

"Today, the true founder of Heralbony, my brother Shota, is here with us!"

Amidst the roaring applause from the audience, Shota Matsuda took the stage and closed the seminar by shouting the message that symbolizes HERALBONY's identity.

"HERALBONY, BEYOND LABELS!!!!!!!!!!!!!!!!!!!!"