The Challenge
Suntory wanted to encourage safer, more intentional behaviour across their workforce — but traditional training approaches weren’t going to shift real-world habits.
Through discovery, workshops, and analysis, it became clear that the core issue wasn’t a lack of knowledge, but a lack of situational awareness in the moment.
The challenge was to design a learning experience that would:
- Move beyond compliance-style training
- Make awareness tangible and personally relevant
- Demonstrate how easily people miss critical details
- And ultimately influence behaviour in real-world environments
This needed to be engaging, memorable, and grounded in real psychological principles – not just theory.
Making the invisible visible – showing learners what they didn’t see
The Approach
The solution combined behavioural science, prototyping, and gamified design to turn awareness into something learners could experience – not just understand.
Grounded in Behavioural Insight
Initial research and client collaboration identified situational awareness as the key driver behind safer behaviour, shifting the focus from rules to perception and attention.
Inspired by Cognitive Psychology
The experience was built around principles such as selective attention and the “invisible gorilla” effect — demonstrating how easily the brain filters out unexpected changes.
Prototyped
Early concepts were tested and refined, leading to the use of subtle visual changes using familiar product imagery to create powerful “missed moment” experiences.
The Solution
A multi-layered, gamified learning experience was designed to reveal, test, and improve situational awareness in a highly engaging way.
- Designed a video-based “change blindness” challenge using Suntory product imagery
- Created subtle visual swaps (e.g. bottle changes) to demonstrate how easily details are missed
- Built the experience around proven psychological principles such as selective attention
- Structured the journey to move from passive observation to active participation
- Introduced a game show-style quiz format with multiple rounds of increasing challenge
- Used professional animation and video techniques to create high engagement and realism
- Captured learner responses and calculated awareness scores dynamically
- Benchmarked early performance against later rounds to measure improvement
- Delivered personalised feedback based on how close learners were to the correct answers
- Reinforced learning through “aha moments” — showing learners what they missed before revealing results
- Designed the experience to work across multiple languages and regions
The Outcome
The experience successfully shifted awareness from an abstract concept into something personal, measurable, and immediately relevant.
Learners were first exposed to a simple “change blindness” challenge, where subtle visual changes often went unnoticed — demonstrating how attention can be easily misdirected.
They then progressed into a structured, gamified challenge where they actively applied greater focus and intent.
For the majority of learners, this resulted in a clear improvement in performance between the initial challenge and the later rounds.
This improvement was measured and revealed back to each learner, creating a powerful and personal moment of insight:
with just a small increase in focus and intentional awareness, performance improved significantly.
This reinforced a key behavioural message – that awareness is not fixed, and even small changes in attention can have a meaningful real-world impact.
Key Highlights
Behavioural Science-Led Design
Built on proven principles of attention and perception
Measurable Awareness Improvement
Learners saw their own performance increase across the experience
Highly Engaging Format
Gamified, video-led experience with strong visual storytelling
Personalised Feedback
Dynamic scoring and tailored responses reinforced learning
