TBWA\Hakuhodo and Kurashiki Central Hospital's 'Surgeon Tryouts' disrupts the traditional practice of recruiting the most skilled surgeons in Japan

KCH_Surgeon_Tryout_1.jpgKurashiki Central Hospital, one of the largest hospitals in the western Japan, has teamed up with TBWA\Hakuhodo Japan to create a disruptive recruitment process that helps to identify the most skilled surgeons in the land - using sushi, origami cranes and insects.

Top surgeons require dexterity, keen eyesight, nerves of steel, as well as the ability to persevere through tremendous stress and pressure. However, conventional medical schools in Japan focus heavily on knowledge from books, and focus too little on essential hands-on surgical practice. This makes it difficult to differentiate between book-smart medical students and those with potential to become world-class surgeons.

Kurashiki Central Hospital decided to do something about this - working with TBWA\Hakuhodo to launch 'Surgeon Tryouts'.

KCH_Surgeon_Tryout_2.jpgNew recruits are required to pass three near-impossible missions, in which they needed to demonstrate their potential surgical skills through unique metaphorical displays of talent:

Mission One: Fold three tiny origami cranes (5mm tall) out of mini pieces of paper. Mission Two: Reassemble a model of a tiny insect with many complex and fragile body parts. Mission Three: Create miniature pieces of sushi from single grains of rice.

All missions were carried out against the clock, requiring applicants to also show their ability to function under pressure.

KCH_Surgeon_Tryout_3.jpg"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."

'Surgeon Tryouts' has truly disrupted the traditional practice of how surgeons are hired in Japan. The newest recruits at Kurashiki Central Hospital represent the vanguard of a radically new approach to surgeon recruitment in Japan.

Credits -
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 

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.