Hakuhodo & Dentsu Promo, Case study ENVISIONING 2030 by Hakuhodo Tokyo

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ENVISIONING 2030

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Executive Creative Director Kazufumi Nagai
Producer Takehiro Okamoto
Released March 2011

Credits & Description

Category: Corporate Communication
Advertiser: DENTSU & HAKUHODO
Product/Service: MIRAI DESIGN LAB
Agency: HAKUHODO
Senior Planning Director: Tadahiro Ikenaga (Dentsu)
Executive Creative Director: Kazufumi Nagai (Hakuhodo)
Producer: Takehiro Okamoto (Hakuhodo)
Copy Writer: Satoshi Umeda (Dentsu)
Planner: Masami Hayata (Dentsu)
Planner: Natsuko Ohno (Dentsu)
Planner: Masaya Shimizu (Dentsu)
Planner: Hiroyuki Fukuda (Dentsu)
Planner: Shingo Yamahara (Dentsu)
Planner: Yumiko Furukawa (Dentsu)
Planner: Sungwon Kim (Dentsu)
Planner: Kouhei Miyahara (Dentsu)
Planner: Keisaku Kunita (Hakuhodo)
Planner: Kotaro Tachiya (Hakuhodo)
Planner: Matsuhiko Ozawa (Hakuhodo)
Planner: Keita Fujii (Hakuhodo)
Planner: Masaya Kujira (Hakuhodo)
Planner: Shinobu Uchida (Hakuhodo)
Planner: Sae Oosako (Hakuhodo)
Planner: Nobuhito Kan (Hakuhodo)
Media placement: Outdoor Poster - University Billboard - 10 March 2011
Media placement: Press Event - Tokyo Midtown - 10 March 2011
Media placement: Digital PR - Facebook And Social Media - 10 March 2011

Summary of the Campaign
Media innovation leads to advances in communications and entertainment. Advertising is clearly lagging behind.
Advertising anticipates future trends.
We advertising professionals, who move the hearts of the people, can achieve this with our specialised skills.

Arch-rivals Dentsu and Hakuhodo, launched a joint project Mirai (meaning 'future') Design Lab. Its theme: One future. We may be business rivals, but we only have one future. With the premise of a new era every 2 decades, we decided to envision the near future of 2030. Firstly, we asked the next generation, the leaders in 2030, for their ideas - the 'seeds'. Using our wisdom and experience we took the seeds that were feasible, and turned them into proposals for the government and companies.

The joint-project offered surprise and hope. We also gained support from youth on Social networking Sites. As a result, new seeds were sent in from all over Japan, and awarded top prizes across 5 themes.

This project has generated over 13,000,000 yen's worth of PR, and leading business-publisher, Nikkei, has decided to make a book about it.

Mirai Design Lab became a magnet for advertising agencies, youth, and intellectuals.

The Situation
Media innovation leads to advances in communications and entertainment.
Advertising is clearly lagging behind. Advertising can’t stay stuck in the past.
It needs to be a leader in society.
Advertising anticipates future trends. New ideas are used to foster innovation.
We advertising professionals, who move the hearts of the people, can achieve this with our specialised skills: Creativity, integration, a 360-degree field-of-vision and passion. We decided to launch a new project that goes beyond our companies.

The Goal
We set 2 goals for the project:
1. We, the professionals in advertising agencies who move the hearts of the people, will prove that our specialised skills are for the world’s benefit, in order to rediscover the social significance of our work;
2. The campaign is designed to gain the next generation's interest in the advertising industry. It is apparent that there the industry’s appeal is weakening, with it being as an old-fashioned industry in Japan.

The Strategy
It’s necessary, especially for the young generation, to realise that advertising-agencies are changing. Otherwise, the advertising-industry’s appeal is going to go from bad to worse. Launching a major joint-project that goes beyond the advertising agencies is new; a project of small-scale might go on silently.
The arch-rivals Dentsu and Hakuhodo launched a major joint project to brighten up the advertising industry again.

Execution
We organized Mirai (meaning 'future') Design Lab. Its theme: 'One Future'. We may be business-rivals, but we only have one future. With the premise of a new era every 2 decades, we decided to envision the near future of 2030.
First, we asked the next generation, the leaders in 2030,
for their ideas - the 'seeds'. Dentsu and Hakuhodo using their wisdom and experience would take the seeds that were feasible, and turn them into proposals for companies and the government.
We released information on the joint-project for newspaper publishers, advertising-industry magazines, TV stations and universities all over Japan with news-releases and posters. And we set up a workshop for both the next generation and journalists about the world of 2030.
University professors, former prefectural governors, and others, in an effort to attract great minds of Japan, joined as judges and advisors.

Documented Results
The sight of 2 rivals working together offered surprise and hope, and new 'seeds' were sent in from all over Japan.
As a result, Mirai Design Lab produced 5 innovative themes for 2030, held workshops with the younger generations, and proposed ideas to the goverment and companies.

We also gained support from young people on social-networking sites: over 10,000 tweets generated a significant buzz; over 13,000,000 yen's worth of PR; and leading business publisher, Nikkei, has decided to make a book about it.

Dentsu and Hakuhodo’s job applications skyrocketd. Dentsu from number 20 number 1; Hakuhodo from number 27 to number 10. It is obvious that a positive image for the advertising industry has been conveyed.

Mirai Design Lab became a magnet for advertising agencies, youth, and intellectuals.

The seeds of the future are growing with wisdom and experience. The future is being made now.