Seem Trying to Conceive the Family Way
Recruit Lifestyle and Dentsu Y&R have won the Mobile Grand Prix at Cannes International Festival, in recognition of the Seem home testing app for male fertility. The Seem kit provides a collection cup and stick and a microscope lens for measuring the concentration and motility of sperm. The Seem smartphone app uses camera function to provide an analysis for the user. Dentsu Y&R Tokyo worked on the campaign to encourage men to take responsibility for testing fertility at home. A website, seem.life, explains the Seem kit and app, and provides information on addressing infertility. “The Family Way”, a commercial featuring a couple who are now expecting a baby after using the Seem kit, is designed to reduce the sense of stigma men feel about exploring male infertility.
Jiro Hayashi, creative director at Dentsu Y&R, talked to Campaign Japan about the promotional campaign:
“The product is meaningful for couples suffering from infertility, but it’s just a test kit, so you still need to go to the hospital to get the right treatment. The goal of the communications is to encourage men to go to hospital earlier so they can shorten the time and cost needed for treatment. We are trying to shape a culture where infertility treatment is something couples should talk to each other about. Having a baby is one option, but after having a discussion, they may decide not to.”
Seem Family Way Credits
The Family Way campaign was developed at Dentsu Y&R, Tokyo, by executive creative director Jiro Hayashi, creative director Yuki Fuse, art directors Tetsuya Ota and Shinichi Sasaki.