Toshiba is a deeply rooted Japanese company which was founded on the unique principles of Japanese craftsmanship and the highest attention to detail. Stig&Xi China’s new global campaign brings back the Takumi spirit and shows how details matter.
Toshiba is a brand that has created history with numerous global innovations. This heritage is closely intertwined with the spirit of the founders of Toshiba, two extraordinary craftsmen, in their own fields.
On the one hand, Hisashige Tanaka, a meticulous craftsman who took over 2 years to hand cut every cog of an intricate clock (which in 2004 took over 100 Toshiba engineers over 1 year to create an exact replica) and on the other hand, Ichisuke Fujioka, a visionary inventor, also known as the Thomas Edison of Japan.
Stig&Xi has launched a new slogan – Details Matter. This new slogan is to run as the global summation of Toshiba’s white goods approach to manufacturing and their resulting products. Every detail is meticulously applied to everything they do and make.
This film is the first major global push for the brand for some time, and will run across all major global markets.
“Our film ‘The Craftsman,’ is an attempt to celebrate the journey of the evolution of Toshiba. Think of it as a brand anthem that embraces the Japanese craftsmanship, Takumi Spirit and attention to detail, which has always been our guiding principle. The journey which began over 145 years ago, still lives on today and will long into the future,” said Brando Brandstaeter, Toshiba’s Head of Global Brands & Communication.
The film begins with a traditional view of a sliding Japanese partition onto a meticulous garden behind. Scene by scene we discover details after details. However, rather than remaining in the past, the film takes us on a journey to the present, the Japanese present, which has often become the engine for world’s future and ends with a glimpse of what to expect next, with a surprising futuristic take on the world of technological innovations to come. Then the final flourish of an actual Japanese Haiku about the mindset of ‘the craftsman’ as a fitting end to the film.
A series of further short films will follow which highlight many of Toshiba’s product innovations, before a broader campaign rolls out, all carrying the #DetailsMatter message.
Stig&Xi’s Nils Andersson said: “we are honored to be working with Toshiba on a journey such as this. It’s a very exciting time for the brand, as it charts its way back into the minds of the global consumer. Our intent was not to make a typical ‘white goods’ film, but instead investigate the essence of how Toshiba think and work. We wanted to shock people into a reappraisal of the brand.”
Title; The Craftsman.
Client; Brando Brandstaeter.
Toshiba Head of Global Brands & Communication.
Toshiba Lifestyle Products and Services Corporation.
Creative Team; Nils Andersson. Danny Low.
Writers; Danny Low. Keiichi Sazaki.
Account; Maxine Jia.
Director; Kevin Lee.
Production Company; FarFar Films and Radical Media.
Music; SYN Tokyo.