Mirai Nihon Case study The Future of Japan by TBWA\Hakuhodo Tokyo

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The Future of Japan

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Industry Business equipment & services, Corporate Image
Media Case study
Market Japan
Agency TBWA\Hakuhodo Tokyo
Executive Creative Director Kazoo Sato Associate Creative Director
Copywriter Kei Nakamura
Released May 2012


One Show 2013
One Show Design Design Does / Design for the Greater Good Merit

Credits & Description

Entrant: TBWA\Hakuhodo, Tokyo
MIRAINIHON Project - "The Future of Japan"
Corporate Name of Client: TBWA\Hakuhodo
Senior Account Director: Hidenori Miyoshi
Agency: TBWA\Hakuhodo, Tokyo
Executive Creative Director: Kazoo Sato
Copywriter: Kei Nakamura
Senior Art Director: Katsuhiro Shimizu
Experience Designer: Kaname Aratame
Chief Strategic Officer: Mitsuru Takamatsu
Description of the Project
We are all aware of the hardships that Japan as a country endured in 2011. Yet sometimes, adversity can become a catalyst to innovation and a new way of thinking.
Collaborating with architects and technologists, we produced a self-sufficient off-grid house, in which people can generate, control and consume energy instead of merely depending on external energy sources.
We introduced its off-grid housing to the public at Asia’s largest electronics show, CEATEC Japan 2011.We were the first advertising agency ever to showcase technological innovation and introduce products at the show. Our display booth attracted one in seven of the total 170,000 visitors during the event and became the hottest topic of the show. At the same time, we launched a microsite with information about the project, and promoted the project through social media. Our off-grid house was reported by media and social around the globe in the US, Latin America, Europe and Asia. As a result, we received inquiries for 'Mirai Nihon' project not only from Japanese prefectural/local governments and companies but also from companies and individuals around the world.