| Title | THE CRAFTSMAN |
| Brand | TOSHIBA |
| Product / Service | TOSHIBA |
| Category | A01. Direction |
| 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 |
| Andersson Nils | Stig&Xi | Art Director |
| Andersson Nils | Stig&Xi | Copywriter |
| Jia Maxine | Stig&Xi | Account Director |
| Low Danny | Stig&Xi | Creative Directior |
| Low Danny | Stig&Xi | Copywriter |
| Hayashi Tobi | Stig&Xi | Art Director |
| Sun Miika | Stig&Xi | Account Manager |
| Lee Kevin | Farfarfilms | Director |
| Zhang Iris | Farfarfilms | Director |
| Tsao Chris | Radical Media | Films Producer |
| Mawdsley Alan | Syn Music | Sound designer |
| Zhenzhen Yan | Syn Music | Sound Studio Producer |
| Hagiwara Yuji | Syn Music | Arranger |
| Sasaki Keiichi | Stig&Xi | Copywriter |
| Nxnja Nxnja | Syn Music | Music Composer |
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.