| Title | MIRAI DESIGN LAB |
| Brand | DENTSU / HAKUHODO |
| Product / Service | MIRAI DESIGN LAB |
| Category | B03. Corporate Reputation |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| PR/Advertising Agency: | DENTSU Tokyo, JAPAN |
| 2nd PR/Advertising Agency: | HAKUHODO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tadahiro Ikenaga | Dentsu Inc. | Senior Planning Director |
| Kazufumi Nagai | Hakuhodo Inc. | Executive Creative Director |
| Satoshi Umeda | Dentsu Inc. | Copy Writer |
| Takehiro Okamoto | Hakuhodo Inc. | Producer |
| Masami Hayata | Dentsu Inc. | Planner |
| Natsuko Ohno | Dentsu Inc. | Planner |
| Masaya Shimizu | Dentsu Inc. | Planner |
| Hiroyuki Fukuda | Dentsu Inc. | Planner |
| Shingo Yamahara | Dentsu Inc. | Planner |
| Yumiko Furukawa | Dentsu Inc. | Planner |
| Sungwon Kim | Dentsu Inc. | Planner |
| Kouhei Miyahara | Dentsu Inc. | Planner |
| Keisaku Kunita | Hakuhodo Inc. | Planner |
| Kotaro Tachiya | Hakuhodo Inc. | Planner |
| Matsuhiko Ozawa | Hakuhodo Inc. | Planner |
| Keita Fujii | Hakuhodo Inc. | Planner |
| Masaya Kujira | Hakuhodo Inc. | Planner |
| Sae Oosako | Hakuhodo Inc. | Planner |
| Nobuhito Kan | Hakuhodo Inc. | Planner |
Throughout the world, prospects for the future are extremely gloomy. As advertising is a mirror of the economic, the environment surrounding the ad-industry is getting worse and worse. Furthermore, media innovation leads to advances in communications and entertainment. Unfortunately advertising is clearly lagging behind. We must increase ad-industry’s presence in society again, and that rapidly. We, advertising professionals who move the hearts of the people, can make the future a better place with our specialized skills; Creativity, Innovation, Holistic and Passion. We decided to launch a new project that goes beyond our farms. The arch-rivals Dentsu and Hakuhodo launched a joint project to brighten up world’s future and the ad industry again. It’s named MIRAI, FUTURE, DESIGN LAB. It’s theme: One Future. We may be business rivals, but we only have one future. As the first step, we asked the next generation, the leaders of the future, for their ideas - the seeds. Dentsu and Hakuhodo using their wisdom and experience would take the seeds that were feasible, and turn them in to proposals for companies and the government. The sight of two rivals working together offered surprise and hope, we also gained support from young people on social networking sites: over 10,000 tweets. As a result, new seeds were sent in from all over Japan, and awarded top prizes in 5 themes offering innovation. They go to operation with Dentsu and Hakuhodo staffs. MIRAI DESIGN LAB became a magnet for ad agencies, youth, and intellectuals.
We set two goals for the project. 1. We, the professionals in advertising agencies who move the hearts of the people, will prove that our specialized skills are for the world’s benefit to rediscover the social significance of our work. 2. The campaign is designed to gain the next generation's interest in ad industry. The ad industry’s appeal is weakening as an old-fashioned industry in Japan, and this trend is already becoming apparent.
The sight of two rivals working together offered surprise and hope, we also gained support from young people on social networking sites: over 10,000 tweets. As a result, new seeds were sent in from all over Japan, and awarded top prizes in 5 themes offering innovation. They go to operation with Dentsu and Hakuhodo staffs. This project has generated such a buzz, over 13,000,000 yen worth of PR and leading business publisher Nikkei will publish a book about the project on Aug 25th 2012. MIRAI DESIGN LAB became a magnet for ad agencies, youth, and intellectuals.
We organized MIRAI, FUTURE, DESIGN LAB. Its theme: “One Future.” We may be business rivals, but we only have one future. As the first step, we asked the next generation, the leaders of the future, for their ideas - the seeds. Dentsu and Hakuhodo using their wisdom and experience would take the seeds that were feasible, and turn them in to proposals for companies and the government. We announced information of the joint project for newspaper publishers, ad industry magazines, TV stations and universities all over Japan with news releases and posters. And we set up a workshop for the next generation and journalists about the world of the future. Judges were selected from among employees of both agencies as well as university professors, former prefectural governors, and others in an effort to attract great minds of Japan.
Throughout the world, prospects for the future are extremely gloomy. As advertising is a mirror of the economic, the environment surrounding the ad-industry is getting worse and worse. Furthermore, media innovation leads to advances in communications and entertainment. Unfortunately advertising is clearly lagging behind. We must increase ad-industry’s presence in society again, and that rapidly. We, advertising professionals who move the hearts of the people, can make the future a better place with our specialized skills; Creativity, Innovation, Holistic and Passion. We decided to launch a new project that goes beyond our farms.
The arch-rivals Dentsu and Hakuhodo launched a joint project to brighten up world’s future and the ad industry again. We may be business rivals, but we only have one future. And it’s necessary for especially the young generation to realize ad agencies are changing now. Otherwise, ad industry’s appeal is going to go from bad to worse. To launch a major joint project that goes beyond the ad agencies is the first attempt in Japan. The arch-rivals Dentsu and Hakuhodo launched a major joint project to brighten up the ad industry again.