| Title | THE CRAFTSMAN |
| Brand | TOSHIBA |
| Product / Service | TOSHIBA |
| Category | A01. Consumer Goods |
| Entrant | STIG&XI Shanghai, CHINA |
| Idea Creation | STIG&XI Shanghai, CHINA |
| Production | RADICAL MEDIA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Andersson Nils | Stig&Xi | Chief Creative Officer |
| Jia Maxine | Stig&Xi | Account Director |
| Low Danny | Stig&Xi | Creative Director |
| Sun Miika | Stig&Xi | Account Manager |
| Lee Kevin | Farfarfilms | Director |
| Zhang Iris | Farfarfilms | Director |
| Tsao Chris | Radical Media | Films Producer |
| Sasaki Keiichi | Stig&Xi | Copywriter |
| Zhenzhen Yan | Syn Music | Sound Studio Producer |
| Nxnja Nxnja | Syn Music | Music Composer |
| Hagiwara Yuji | Syn Music | Arranger |
| Mawdsley Alan | Syn Music | Sound designer |
The Craftsman celebrates the journey of the evolution of Toshiba. It is an anthemic piece that embraces the Japanese craftsmanship, Takumi Spirit and attention to detail, which has always been the brand's guiding principle. Through the portrayal of iconic Japanese crafts, we bring to life the very essence the brand - the importance of details in every matter. It is how Toshiba thinks and works. A life-long pursue of a romantic vision. The journey which began over 145 years ago, still lives on today and will long into the future.