MIRAI NIHON PROJECT

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TitleMIRAI NIHON PROJECT
ClientTBWA\HAKUHODO
Product/ServiceTHE FUTURE OF JAPAN PROJECT
CategoryA09. Environmental Design
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
Design/Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN

Brief Explanation

We are all aware of the hardships that Japan as a country endured in 2011. Yet sometimes, adversity can become as the catalyst to innovation and a new way of thinking. Our challenge was to find how we could use our designing capabilities to change the way we live, to design a new lifestyle to bring about the coexistence of people, nature and technology. As a result, we designed the prototype of our residence named “MIRAI NIHON (the future of Japan) ” to meet Japanese consumers demand. And we became the first advertising agency to offer a residential environment as a product. 

The Brief

There was no brief. 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. Our desire was to contribute to restructuring and future of Japan by developing new lifestyles and approaches to housing and technology that better prepare people for disasters and their aftermath. We worked with government agencies to help clarify our vision and objectives. 

How the final design was conceived

Recovery for a better future is not simply rebuilding what was lost, but developing a new community to return to. We launched the “MIRAI NIHON (the future of Japan)” project designing a new lifestyle for the coexistence of people, nature and technology. 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 designed every detail of the new lifestyle, selecting all construction materials and installed technologies. Our new off-grid lifestyle will allow people to live in harmony with nature and technology. 

Indication of how successful the outcome was in the market

Our off-grid house was reported in traditional and social media 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. Moreover, cooperating with Tokyu Resort Corp., a major development company, we started to design an environment-friendly resort for better future where people, nature and technology co-exist in harmony.

Credits

Name Company Position
Kazoo Sato TBWA Hakuhodo Executive Creative Director
Katsuhiro Shimizu TBWA Hakuhodo Senior Art Director
Kei Nakamura TBWA Hakuhodo Copywriter
Kaname Aratame TBWA Hakuhodo Experience Designer
Mitsuru Takamatsu TBWA Hakuhodo Chief Strategic Officer
Takeshi Suzuki TBWA Hakuhodo Chief Financial Officer
Hidenori Miyoshi TBWA Hakuhodo Senior Account Director
Tomohito Oyobe TBWA Hakuhodo Business Planning Director
Kazuhiro Ito TBWA Hakuhodo Business Planning Director
Kazuyoshi Takeshima TBWA Hakuhodo Financial And Investment Analyst
Ryuji Uchiyama TBWA Hakuhodo Senior Strategic Director
Ai Sasaki TBWA Hakuhodo Business Planner
Yoko Takimiya TBWA Hakuhodo Business Planner
Shigeo Ogino TBWA Hakuhodo Senior Strategic Director