Cannes Contenders: TBWA\Hakuhodo Japan

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How will Asia-Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…


Japan Para Table Tennis Association (JPTTA)
Para Ping Pong Table
In Japan, only 1% of the population watch Para sports. One reason these sports struggle to reach mainstream audiences is that people don’t understand the challenges faced by individual athletes and therefore don’t fully appreciate the immense skill involved to compete. With the aim of helping people visualize and comprehend the challenges of Paralympians, JPTTA produced special ping pong tables designed based on interviews and sketches from members of the national team, exhibiting how these athletes experience the sport. The campaign also serves as an intuitive communication tool to help graphically profile players based on their perspective of the table – better informing viewers about each athlete’s unique challenges, and adding greater depth for new spectators.

DAIKI Dementia Care Home
The Restaurant of Mistaken Orders
The Restaurant of Mistaken Orders is a restaurant in which all the waiting staff have dementia – meaning there’s a possibility that what you ordered, may not be what you get served. By putting customers in a frame of mind where a mistaken order can be accepted, or even appreciated, the restaurant provides a valuable lesson on how open-mindedness and acceptance can help us enjoy our differences.

SENKO Kimono Wearing The Fire
Senko Hanabi is a traditional hand-held Japanese firework. The flames evolve in ever-changing expressions of beauty through five different phases. The flames portray the fleeting life of a flower, from bud and blossom to petals withering away in the final throes of life. TBWA\HAKUHODO photographed and used these flames to create beautifully crafted patterns for Takashimaya’s latest Yukata (traditional Japanese garment) collection.

The Reborn Light
It’s been almost 10 years since the launch of Nissan LEAF, the world’s first mass-produced electric vehicle. But now, as many of these early vehicles are reaching the end of their useful lives, Nissan wanted to showcase the longevity of one of the most important components – the battery – finding a way to re-use the growing number that were destined for the scrapheap. Nissan teamed up with TBWA\HAKUHODO and 4R Energy Corporation to design, develop and install new streetlights that are powered by a combination of solar panels and used batteries from the Nissan LEAF. “The Reborn Light,” launched in Namie-machi, Fukushima – an area still recovering from the 2011 earthquake and tsunami – providing a new type of outdoor lighting that operates completely off the main power grid, requiring no electric cables or outlets.