Ad of the Day: TBWA Helps to Train Medical Students … Using Origami, Sushi and Insects

Agency dreams up 'Surgeon Tryouts' in Japan

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In Japan, TBWA isn't just making ads. It's coming up with new—and quite peculiar—ways to identify medical students who have the dexterity to make brilliant surgeons.

Kurashiki Central Hospital, a large hospital in the western Japan, partnered with TBWA\Hakuhoda Japan to create what it's calling a "disruptive recruitment process" to test the precision dexterity of students—with tests involving origami cranes, sushi and insects.

Check out video of the "Surgeon Tryouts" below. 

TBWA says conventional medical schools in Japan focus too heavily on book knowledge and not enough on hands-on surgical practice. Kurashiki Central Hospital brought the agency in to change that. All of the "Surgeon Tryouts" were done against the clock, adding extra pressure to the physical challenge.

"In daily clinical practice, physicians constantly confront difficult challenges," said Dr. Toshio Fukuoka, director of the Human Resource Development Center at Kurashiki Central Hospital. "We would like to evaluate the capability of medical students to stay calm and make correct judgments even under these circumstances. We planned this tryout to reveal the potential and uniqueness of the students, which ordinary written exams and interviews could not show."


Client: Kurashiki Central Hospital

Project Name: Surgeon Tryouts

Creative Agency: TBWA\Hakuhodo Japan

Production Company: Tyo Monster, dot by dot

Executive Creative Director: Kazoo Sato

Associate Creative Director: Takeshi Ogasahara

Art Director: Yuki Tokuno

Copywriter: Takeshi Ogasahara

Designer: Hyewon Choi

Creative Technologist: Masashi Matsukura

PR planner: Takahiro Miura 

Director: Kazuma Kitada

Director of Photography: Yoshitaka Murakami

Editor: Yoshitaka Honda, Dai Haga

Production Company: Tyo Monster

Production Company Head Producer: Kentaro Kinoshita

Production Manager: Kanako Uchiyama, Takeshi Omori

Cameraman: Kazuki Ohata, Taisuke Kumagai

Assistant Cameraman: Kenta Saito

Lightman: Shinihi Miyaki, Yusuke Honda

Digital Imaging Technician: Shinya Nagao

Production Designer: enzo, Mitsuizumi

Stylist: Naoki Yamada

Web producer: Kenichi Seki

Web designer: Taichi Ito

Programmer: Koki Ibukuro

@nudd Tim Nudd is a former creative editor of Adweek.