| Title | THE FUTURE OF JAPAN PROJECT |
| Brand | TBWA\HAKUHODO |
| Product / Service | THE FUTURE OF JAPAN PROJECT |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Entrant Company: | TBWA\HAKUHODO Tokyo, JAPAN |
| DM/Advertising Agency: | TBWA\HAKUHODO Tokyo, JAPAN |
| 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 |
| Kenichi Umezawa | Tbwa Hakuhodo | Financial And Investment Analyst |
| Ryuji Uchiyama | Tbwa Hakuhodo | Senior Strategic Director |
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 challenge was to find a way to leverage our creative and logistics capabilities to change the way we live, to innovate a new lifestyle and to facilitate the coexistence of people, nature and technology. As a result, we designed the prototype of our residence named “MIRAI NIHON ” to meet Japanese consumers demand. And we became the first advertising agency to offer a residential environment as a product.
The lack of basic life services and insufficient energy caused grave concern for the future amongst the Japanese people. Our challenge was to find a way to leverage our creative and logistics capabilities to change the way we live, to innovate a new lifestyle and to facilitate the coexistence of people, nature and technology.
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.
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.