On the night of Friday, June 11, 2010 when the World Cup started, the last cut of huge comic used in adidas “SKY COMIC Project” appeared in TBWA\HAKUHODO’s office and the staff wrote messages to cheer up the team.




All the staff wore SAMURAI BLUE uniform and wrote messages.




Very enthusiastic message.
Probably your passion has reached to the SAMURAI BLUE members in South Africa!




‘Revolution’・・・I think it happened!




No longer an impossible dream・・・？！

They made a historic win in the opening, away match!
Let’s keep sending our enthusiasm to SAMURAI BLUE!

（Oda）

Ta-dah!



The adidas SKY COMIC PROJECT introduced in the blog the other day was recognized by the Guinness World Records.


I saw a Certificate of Guinness World Records for the first time.
It is watermarked with the letters of GUINESS WORLD RECORDS
to prevent forgery.


According to the Certificate, the total size of SKY COMIC is 3785.35㎡.
It is as large as 212 football goal mouths.
Truly a record-setting size.


More than 13,000 supporters joined the adidas SKY COMIC PROJECT!


Tweet a cheer-up message with #skycomic hash tag on Twitter, and it will be posted on the SKY COMIC PROJECT website （http://adidas-skycomic.jp/）.
The messages will also be delivered to the players through a monitor set up in the athlete’s village in South Africa.
Send your message to cheer up the players!


(Oda)

adidas’ “Sky Comic Project” is the project to cheer up Samurai Blue (Japan’s National Soccer Team) toward 2010 FIFA World Cup South Africa.
The supporters paint and write messages on rough sketches of huge cartoons in green areas!
The photos of the huge cartoons are taken from the skies!
And then, the photos are uploaded on the special site (www.adidas.co.jp/JFA).



The place I visited this time was Toko Gakuen in Kawasaki-city, Kanagawa prefecture.

The school where Shunsuke Nakamura graduated.



Guess how big the cartoons are…
As big as 25-meter pool!!
Standing on the ground I took the picture…

It’s so huge that Samurai Blue members flying to South Africa can recognize it even from the airplane.



I went up to the catwalk to take the whole picture.

The light blue areas will be painted in blue.



After 30 minutes…
Almost done.



I went down the stairs to join.



Scary…

I successfully got down to the ground somehow.



I found Shimizu of Creative Team painting in silence.

He was seriously painting in a posture of crouch start.


Behind him, Tanaka of Creative Team was painting furiously.

Don’t hurt your back…


He was trying to flatten the paint to dry it quickly.
Let me help you!




While I was absorbed in painting I found Nisawadaira of Creative Team squatting down in front of me.

He was in the middle of the painted picture, painting like an expert.



The blue painting completed.
I can feel Shunsuke Nakamura’s fighting spirit in his eyes.




Next, write messages to the players.

Children,


Girls


and Shunsuke’s juniors.

Lots of enthusiastic messages.


Here is the message that touched my heart.
↓

The combination of Hiragana and Katakana.
The ball bigger than the goal.
Probably, the message was written from Shunsuke’s point of view.
I can imagine a scene he makes a shot on goal by his left foot.



There are only 25 days left till FIFA World Cup South Africa!
And there are only 10 days left till the members of Samurai Blue leave for South Africa!

On the departure date (Wednesday, May 26), all the “Sky Comic” cartoons will be displayed for the members to see from the skies right above Haneda Airport.
In addition, the painted huge cartoons with messages will be uploaded sequentially on the website (http://adidas-skycomic.jp/).
Please check it out!

（Oda）

Burnable waste.
Non-burnable waste.
Empty bottles.
Empty cans.
Plastic bottles.

In addition to these trash boxes…


Here it is!



The trash box for used plastic bottle caps.

The caps will be
1　sold to recycling manufacturers via an incorporated nonprofit organization “Ecocap Movement Network”.
2　The profit will be donated to an incorporated nonprofit organization “Japan Committee Vaccines for the world's children (JCV)”.
3　With the money JCV places an order with UNICEF for vaccine.
4　The vaccine arrives at countries where vaccine is provided.
5　The vaccine is transported to towns and villages by local medial staff.
6　The vaccine is given to children at health centers.


The caps collected at TBWA\HAKUHODO office totaled to approximately 56.98kg (22,792 caps) by February, 2010, equivalent to polio vaccine to save the lives of 28 children in developing countries.
If the caps were burned as waste, they might emit 179.487kg of CO2, equivalent to about 13 cedar trees.

Although it is a small effort, it makes us to think about the importance of life and nature, limited natural resources and what should be done to protect the earth.

(Oda)

You may often hear the word “diversity” recently. But, you might not quite know what it is.
So, we created an educational DVD to explain about biodiversity.
The title is
“Let’s spread the knowledge about Nansei Islands’ biodiversity”!!





※Nansei Islands consist of nearly 100 islands including Yakushima, Amami Oshima, Okinawa islands and Yaeyama islands.


This DVD is divided into 3 parts. It is the content on various rare species in Nansei Islands that is easy to understand and enjoyable for elementary and junior high school students.

It starts with navigation by Kurara Chibana explaining about the nature and biodiversity of Nansei Islands.


In the main interactive part, users become journalists to collect news materials on Nansei Islands’ various species and connections among them.


All you have to do is to follow the navigation!






First, select a mode.
Take story mode, for example.






You will see a beautify ocean…






a dark forest, etc...
Operate a mouse to search for animals.






I found a rabbit!!






Click animals to see their characteristics and episodes.


With the collected news materials, you can create a newspaper!!!






Write about how you felt and what you learned, and paste photos…






You can quickly create a newspaper!





The DVD ends with an introduction to nature conservation activities that can be taken up from today.






The United Nations declared 2010 as the international year of biodiversity!

Please visit WWF’s booth at COP10 held in Nagoya in October and enjoy the demonstration to learn about the biodiversity. Not only children but also adults are welcomed.


Please e-mail to inquiry.otoiawase@tbwahakuhodo.co.jp for more information on this DVD.

(Oda)

Happy New Year.

The year 2010 began with the full moon sparkling in the night sky.
Did you see it?

Looking up the light in the silent, cold winter sky, I braced myself up and felt a kind of excitement.

The light has a great power.

With the hope of delivering the great light to you (sorry, I am exaggerating!), we have created this year’s holiday card like this.




If you remove the Christmas hat (sticker)…



Kagami-mochi☆
It changes to the Japanese New Year.

Like this bulb, I hope the New Year will bring you happiness and many smiling faces!

(Oda)

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2008 will be finish a few days later. Have you already prepared of new years greeting?

We are very proud of the TBWA\HAKUHODO’s new years card! All of us cooperated for gathering “It” for our new years card.



“It”is・・・

Milk carton!!

We wash milk cartons after drinking milk and bring it and cut it to the size of the postcard and we put a message and it is completed.


This card is suitable for the year of the Ox 2009! And it is not use too much paper.
TBWA\HAKUHODO will deliver to you a smart idea that change the challenging year to chance.
（TecoH）

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Merry Christmas!!

I heard today’s temperature is very higher than general winter but it is very comfortable for me!

I think the winter must be cool& be snowing after all!

I sent the Christmas card praying that you spend wonderful holiday.

Have you gotten the blue card like this?


Here you are☆


You make yourself at home more than the usual and may enjoy a holiday when you spend it only by the light of the candle at long night.

(TecoH)

Chosen bartenders well-versed in CHIVAS Regal will compete with each other over their creative skills in making cocktails.



This bartender’s silhouette is so vivid it could almost take on a life of its own. During the weekend, I visited the “CHIVAS Barmasters 2008” competition held at Spiral Hall in Omotesando.



The reception featured a stylish Chivas Regal 12 Years arrangement, with a gold and black display enhancing the adult-oriented tone.



There was a massive work of art at the center of the hall. Seven chosen bartenders lined up over the crowd of people.



CHIVAS Barmasters, which has already been held in many places around the world, has had its first Japan round.

After having gone through a document check and preliminary round, all these bartenders made the title of CHIVAS Barmaster, one of whom will be nominated as the top bartender. Who will be the winner?



A round counter was installed in the center so that the guests could watch the performance of the CHIVAS Barmasters from every corner of the hall.



The art of shaking cocktails is the key part to the drink! The bartender’s posture is perfect!!

The champion who outrivaled the others at both the categories of orthodox style and creative style is…




Takahiro Watanabe, entrant number 1!!

The champion and runner-up were awarded a study tour that includes a visit to Chivas Brothers’ Scotland distillery and bars in London, as well as a cash prize, a testimonial, and a memento.

Congratulations!



When I left the hall, it was already dark outside.
I happily headed home carrying my Chivas Regal 12 Years?a gift for all of today’s guests.



(Oda)

The prize-giving ceremony and celebration party of the 48th ACC CM Festival, 2008, which was one of the biggest advertising award festivals in Japan, was held on November 4, which we attended, following last year’s.

As usual it was a spectacular event, and the large venue was nearly full to capacity.



And look at the number of reporters!


(I’m sorry for this blurred photo.)

You can see what an attention-grabbing award it is.

The total number of applications was a staggering 2,650.
Nissan’s CM “New Invention! Around-View Monitor Version” received Bronze in the TV CM category and got much applause.




After the prize-giving ceremony, a celebration party was held.
I moved on to the party room.



There I found Ryuji Uchiyama SPD, the planner of the prize-winning CM (left: TBWA\HAKUHODO), and Natsuo Sato, a creative director (right: Hakuhodo).


My picture caught the happy smiling faces of the prizewinners.

The presentation of the award-winning works of the 48th ACC CM, 2008 Festival is to be held at Yurakucho Asahi Hall in the Yurakucho Marion Building, on November 11.
Mr. Osamu Saotome, the chairman of the award committee, will be providing comments.
Please feel free to attend.
(For details, please click here. )


(oda)

Takayuki Niizawa and Masaharu Kumagai, members of the TBWA\HAKUHODO Creative Division, were each awarded the TCC Newcomer Award 2008.
-----------------------------------
What's the TCC Award? The TCC Award is presented by the Tokyo Copywriters Club for excellence in advertising copy for ads that actually ran during the preceding fiscal year. Prize-winning work is reproduced in TCC Copy Annual, an annual publication published each fall. The TCC Newcomer Award is presented to young copywriters, generally in their 20s.
-----------------------------------
The Award Ceremony was held October 31st at the New Otani.
Some photographs from the ceremony are below.


Takayuki Niizawa




Msaharu Kumagai




The trophy, an irresistible stuffed bear.


Pure elation.


Dance of joy 1


Dance of joy 2


Dance of joy 3


In the lobby, a large bear in front of the gilded folding screen.


Left: Kumagai, Right: Hideyuki Tanaka (Creative Division, winner of the TCC Newcomer Award in 1997)


Along with Minoru Fujii (Senior Vice President and CCO)


They're winners of the TCC Newcomer Award, a prestigious award awarded to young copywriters.
Their tangible joy at the awards ceremony inspired both pride and happiness in those watching.
We wish to express our deep gratitude to the members of the Tokyo Copywriters Club.


(M)

Our ECD will DJ playing tomorrow night.

Come on!!

Unfortunately, it was a bad weather day, but I saw a lot of people visiting here!
I entered Hall 4 and found Nissan’s red logo.



I went down the escalator. Luckily, the presentation started immediately after I arrived at the booth.
Standing in the front row, I was waiting for the start of the presentation with excitement.

Here it is!

It’s a robot car, BR23C, the highlight of Nissan booth!

It is based on behavioral analysis of bee. The applied technology is…

Collision Avoidance!!

Bee has ‘compound eyes’ which allow it to recognize the surroundings and avoid enemies or obstacles while flying.
This BR23C was developed based on the compound eyes. What an amazing robot!


In addition, Robotic Agent was being displayed. It recognizes driver’s face.

This robot speaks things or does gestures that make drivers happy and forward-looking, anticipating drivers’ condition from their facial expressions or voices!
Navigation of the city of Yokohama was given in this presentation.


Lastly, I would like to introduce the very cute Mizuta-March!


This is what was demonstrated here.



A mobile phone equipped with an intelligent key!

You can lock/unlock doors and start an engine whenever you have it with you.
If you forget it in the car, you will be informed by an alarm.


CEATEC JAPAN 2008 is a general exhibition of the state-of-the-art IT/electronics technologies.
At first, I had been a little worried whether I could understand such “state-of-the-art” technologies. However, I enjoyed seeing a variety of technologies that make our lives rich and comfortable.


----*----*----*----* ----*----*----*----*
〈Duration〉　September 30 (Tue) ? October 4 (Sat)
〈Time〉　10:00 ? 17:00
〈Venue〉　Makuhari Messe
〈Admittance〉　Registration required for all visitors
Advance registration: Free of charge
On-site registration: Adults 1,000 yen Students 500 yen
（Groups of 20+ students or elementary school students and under are free of charge）
----*----*----*----* ----*----*----*----*


（Oda）

It was drizzling because the typhoon No. 13 was approaching, but there were a lot of people in the venue!
The site was filled with excitement of people from foreigners in colorful ethnic costumes to student visitors.

Today, I came here to see Singapore Airlines’s “Airbus A380”.
I pushed my way through the crowd, and finally found the bright logo of “”SINGAPORE AIRLINES A380”!



The cabin being displayed at the front is “Suite” of the Airbus A380 that has been in service from October, 2007 - the ultimate “suite” class above the first class.
I heard the voices of people shouting from inside, “Oh my god!”, “Amazing!”, “Wonderful!”…
I wanted to see it, too, but, so many people were lined up for their turn.
So, I decided to see the new business class seat first. It was very soft…



The seat can be reclined to make it into a flat bed.
A booth attendant recommended, “Put your feet here.” I lay down on the wide seat.
Because I am only 155cm tall, I can even stretch my arms.
It was so comfortable and luxurious that I was about to fall asleep.

Then, I stood in a queue of the suite.


As I approached it, I realized how large the actual cabin size was.
I entered the cabin.

“Is this really an airplane?”


Sophisticated brown interior, very soft chair, and wide depth…I can even live here.
The cabin is equipped with a fully independent bed, and becomes a completely personal space after closing the door and pulling down the shade.
When I held one of the 4 cushions prepared in the cabin in my arms and lay down on the bed, I felt like I were in a suite room of a luxury hotel (Actually, I’ve never stayed in a suite room, but…).
I was about to fall asleep again.

Singapore Airlines was ranked as No.1 by “AB-road Airline Ranking 2008” in terms of “overall customer satisfaction” and “satisfaction in cabin attendant’s services.”

Now I know the reason.




There was a talk event of Ukyo Katayama, an ex F1 driver, at 15:00 p.m.
Being greeted by applause, he appeared on the stage.
He talked about his recent activities such as mountain climbing, his adventure school and approach to environmental issues.
The words of a man who once came out on top in a harsh world were very persuasive ? the speech was based on his actual experiences.
“You can’t go back to yesterday, but tomorrow is yet to come. You can change yourself, and the world, if you take action.” Even these cool words sound natural to me.
He is planning to fly for Singapore GP that will start from September 26 with Airbus A380.
He said, “Now that I know how comfortable it is, I will fly with Airbus A380 with my wife next time.”
Gorgeous and luxurious Airbus A380, very nice Ukyo-san and beautiful cabin attendants who are smiling all the time…




It was still drizzling outside, but after being fascinated by (and taking a nap in) the booth, I could leave the venue with a radiant heart.


World Tourism & Congress & Travel Fair
September 20, 2008 (Sat.) 10：00?18：00
September 21, 2008 10：00?17：00
East 1,2 & 3 halls of Tokyo Big Site

（Mi）

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Summer in Tokyo was way too hot. So I kept swimming toward north, and then I found myself came back home.

I spent some time in the Arctic Sea to relax.

Now I’m back to Tokyo, cause I know you were missing me.

It’s been a while to be in TH office.
I’m back!





Oh, what are those big baskets for?




Burnable waste
Un-burnable waste
Bottles
Cans
Pet bottles

These were also in the room at the corner of the opposite side of the office!

I see.

With these baskets people can sort out their trash.
It will reduce the unburnable wastes and promote recycling♥


（TecoH）

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I joined lights down event of Tokyo tower.

It was drizzling and humans used an umbrella, though,
I felt so good♥
There were many stalls and foods, and I heard that they were cooked by foods harvested as nearer as possible.
The energy of carrying will be saved if we use the foods. That’s ecology!

The sky was getting darker and darker and candles were lit,

Then, “lights down event” started!

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The atmosphere of the park lit by lots of candles was cozy as if it were the world of a picture book.

If all humans spent a night using candles, how much can we reduce CO2?


（TecoH）

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It’s rainy season, though, the weather is nice.

In spite of this warm weather, I am alright so I am such an eco-specification sea otter.

I like to spend time doing nothing outside, though, I prefer TBWA\HAKUHODO office for there is full of green.


Do you think so, too? After you use a PC and you have irritated eyes, they will be eased by looking at green. They breathe CO2, too.


Ahhh！！ I am green , so it means that I photosynthesize ！？


・・・・・・・・。


（TecoH）

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So, TecoH, where did you travel from？

“What!?　Travel (What is it？)・・・”

Human does travel a lot and that’s really nice.

“Hmm. （I was just floating and came here by chance, though・・・.）”

We also travel for a business and we call it SHUCCHO (business trip).

“SHUCCHO (business trip)？”

Yes, SHUCCHO (business trip). Nowadays, the CO2 comes to a problem which we produce from a business trip.

“Oh, I see.”

For example, ２，０００ kg is the CO2 emission from a business trip between Narita and Los Angeles. About ６ kg is the average CO2 emission per Japanese・・・so.



“It means that it is for nearly 1 year!”



TecoH can calculate so fast！ Yeah, it’s about for 1 year. Thinking like that, we can understand how much we emit when traveling.

“However, why do you take a business trip? Do you really need to go？”

Hmm.

“Various technologies are now developing. I found the human who was talking to TV at this office. I thought such a strange human did exist, though, I saw another human gesturing hard on TV, too.”
That is TV conference that allows us to have a meeting with people in the distance.

“Why do you need to take a business trip even though you can do that?”

Hmm, right. There are lots of reasons, though, we need to think whether we do or not.

“Not only a business trip but also when you go to somewhere, you should use a train or a bus!”

You are right. For example, it will be more energy efficient to get on a train or a bus which carries a lot of people than to take a taxi alone.

“Speaking of efficiency, I think I will have more ideas if you give me the strange food.”

Of course, this is for you.



I want TecoH to work harder and harder. For your information, this is a doughnut.


“Doughnut♥ What a nice name! My power doubles☆ TecoH will work hard！”



Wow, TecoH. Do your best☆
By the way、next coming is ・・・.


（Uota）

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I have been learning human language. I am still bad at Kanji, though.

“Wow, I am proud of you. What kind of words did you learn？”

Let me think. Reduce, Reuse, and Recycle.

“That’s 3R！”

Yes. 3R.
This company also reduces paper cup use, doesn’t it? I know everyone uses a tumbler.
This is Reduce♪



“Yeah, you are right.”

In addition, paper is related to environmental issue.
I have other ideas to reduce paper.

“For example？”

When working, human uses a PC as UOTA does.
If you delete space between lines, you can reduce printing paper use.

“TecoH, you are genius！Saving paper is really important. What else？”

Hmm. Think whether you have to print it out in advance.



“Definitely. If we check only letters, we do not need to print out it.”

When you send a document by post,
the printed paper is delivered using more energy.
If you use fax, the receiver also needs paper.
You do have a PC, what a waste.

“If we make a PDF on our PC and send it by e-mail, it is faster and prevents waste.”

I should teach human that a small idea can be ecology.


If I thought more and worked harder, would UOTA give me food? The weird food was yummy...

（TecoH）

I participated in “The 6th Tokyo Interactive Ad Awards (TIAA)” ceremony held at Aoyama Diamond Hall in Omotesando on May 28th (Wed.) in 2008.

▲Award plate and corsage

I received a corsage at the reception and as soon as I entered the venue with happy feeling, I could see a lot of people who had already been seated.



The organizer’s chairperson made a speech and after judges were introduced to us, the winners were introduced by category. Our award-winning website was also introduced and everyone at the venue applauded me. I felt happy.

Finally, the chairperson of the committee made an overall comment. He said, “Tokyo Interactive Ad Award marked the 6th anniversary and this time, we received the most entries ever, and moreover, they were really high-quality.”

TBWA\HAKUHODO website won such a fierce battle and attracted the judges’ attention. From now on, I would like to inform you various news as a sending office of TBWA\HAKUHODO creativity.

（Oda）

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I wonder if TecoH really understood CO2.

“UOTA, UOTA, how do you think about this？”



Well, let me see・・・this is wonderful！TecoH.
When did you create this！？

“This is not all, see?”



“I do my work if you just give me food.”

（I can find TecoH in every poster. He is good at appealing himself・・・. He makes himself an eco character.）

“I actively participated in an environmental movement. I was the activist! I put these posters in the office.”

You included
『Use stairs
―save the electricity consumption of elevator』
in these posters as well.

“Of course☆ It was my first ecology idea on the land. This office is on the 5th floor so it is easy for human to use stairs.♪”

That’s right. It will be an ecology activity if each of us try to use stairs！ In addition, it will be to keep our fit. It would kill two birds with a single stone. Anything else?

“In respect of saving electricity, please put the cover down after using a toilet.”

What! Why? I don’t get it.

“I found out that the toilets’ seats in this office are warm. I feel warm because they use electricity, don’t they? That’s why we should put the cover down not to release the warmth.”

I see. What else regarding saving electricity?

“Hmmm・・・, Oh！When I strolled around this office, I found a small cold rooms in this office・・・”

You talk about a refrigerator, don’t you?

“I don’t know. There were lots of food and drink.”

And then?

“I didn’t feel cold. The temperature was same as Pacific Ocean where I used to live. It was because you stuck too much food and drink. If there is much food and drink, the cool air does not flow and a refrigerator needs extra electricity.”

Wow, TecoH、you are clever on the land as well！

“Moreover, if you put on many layers of clothing or light clothes, your sensible temperature also changes. I don’t’ understand it, though. If you do so, you do not use too much electricity for air conditioner.”

That is exactly cool & warm biz！You, you are great, TecoH.

“And, and, Ahhhh！！！！」

What！？

“Can you see that person who is about to take an elevator alone? UOTA, we need to stop her, so let’s go！”


TecoH, are you an eco-terrorist?! However, what you said was totally right. So, what will he be interested in next issue？

（UOTA）

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Hey, hey,
UOTA, why do we have to reduce C-O-2?



“CO2 exists in greenhouse gases, which are around the earth. Greenhouse gases absorb heat which the earth emits and then return the heat to the earth.”

OK.

“Compared with ancient times, there is a lot of CO2 and it means that greenhouse gases are easy to store lots of heat.”

Oh, I see！！！

・・・・・wait a second, why is there a lot of C-O-2?

“For example, we need electricity when we use a PC, right? When the electricity is supplied, CO2 is also made. We can make electricity without emitting CO2, though.”

I understand.

“The origins are not only because of electricity.”

Oh, there are other causes.

“So, TecoH, what do you think of what our company can do？？”

Hmmm, Hmmm.
We should not use anything that needs electricity, shouldn’t we?

Absolutely!

Ah！！



Do not use an elevator！

“Yes, that’s correct☆ The action is already taken since we have informed it in our company. So please consider about it more and bring up lots of ideas♪”

OK. I do because it is my work！


I feel excited to reduce C-O-2.
I will find lots of ideas.

（TecoH）

There must have been lots of people who saw Singapore Air’s Airbus A380 that started its service in Japan on May 20th, 2008.

Is it flying around TBWA\HAKUHODO？！




You can see a lot of windows on its upper deck.
Because this Airbus is the first to have 2-story cabin and the gross area is about half as large again as a jumbo jet☆
In the spacious cabin,
personal space for each guest ?is secured as large as possible…

A380 is also very eco-friendly even though it is the largest airplane in the world.
The fuel efficiency a guest is same level as ［the latest automobile］！
That’s unbelievable.

The noise is about half of normal jumbo jets！
That’s also amazing.

From now on, it flies between Narita and Changi in Singapore one time a day.
If I go to Singapore, I would love to get on this gorgeous flying ship.

（Oda）

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So, TecoH, I want you to help my work. I’ve been promoting an activity to reduce CO2 which we emit.



“C-O-2-？”



Yes. The earth is getting warmer and warmer because of CO2.

“Really, I hate to feel hot.”

I have same opinion. That’s why we need to reduce CO2 not to make the earth any hotter than now.

“I do eat C-O-2-！！”

It’s not food.

“Wow！ So how can it be reduced？”

There are lots of ways to reduce it.

“Oh, I see.”

Let’s think what I can do from now.

“O-K-“



Your name, TecoH, is actually a name of TBWA\HAKUHODO’s eco project.

“It makes sense！！ Hmmm, what is your name？”

Oops, sorry. My name is Uota.

TecoH is、、、an animal, isn’t it? However, the color is green. But that’s just what I needed so let’s make it our eco character♪

（Uota）

I thought I was swimming in Pacific Ocean, though, something is wrong.
Where is my house? Hmmm.

I’m lost.
Oh, I ‘m hungry.




“What’s that？Something is floating？！”

Ah, I ‘m starving.

“What happened to you? Are you all right?”

I cannot move at all because of starving.

“I see, I understood. Wait a second.”

Who was that human?

“Sorry to keep you waiting. You can eat this.”

She gave me something strange.
Everything is yummy when starving.
I think I should do something for her.
Yo-ho!




Something I can do・・・something I can do・・・




“What’s up？？”

I would like to make it up to you・・・

“Really！Hmmm, I might give you a task.”

Yes, I do, I do.

“What’s your name?”

・ ・・・・I don’t have it.

“Your name is TecoH. It’s done. The way you go.”

Aha, thanks！




What is TecoH・・・
That’s not so important, I think. I’ll just do my best!


（TecoH）

Have you ever heard of “Phytoncide”？

Plants produce “phytoncides” to protect themselves from insects, animals, bacteria and so on.

And also, as soon as a tree has foes around it, it will emit a warning, and a tree next to it will save the components which foes dislike inside the leaves.
It is kind of an alarm warning.

On the other hand, phytoncides make human relaxed, the autonomous nerves stimulate and the liver function improved.

Furthermore, phytoncides clean polluted air.

※Please click here [http://en.wikipedia.org/wiki/Phytoncide] to find more about phytoncides.

Trees do not only exist there but live for 100, 200 years or more with each kindness and support.

We, TBWA\HAKUHODO, can do a little ecology activity, though, we do not hurt them but protect them as they do.

TecoH Project has launched.

Currently, you can see the notice on Aurora Vision of our top page.


This is the eco character of TecoH Project, TecoH.



Please remember TecoH?☆・:.,;*

（Oda）

I went to akasaka Sacas where I could see a super jumbo jet, Airbus A380. Singapore Airline will launch its service on May 20th between Narita and Singapore☆


▲The venue, akasaka Sacas Hiroba (an open space)
As soon as I went out of Akasaka station, I found “akasaka Sacas Hiroba”！
Let’s go and see the exhibition.



In the center of the venue, a model of an Airbus A380 was exhibited.

There are 471 seats including independent bed rooms, 【Suites】, and the largest seats in the class, 【Business Class】.

So, let’s look at 【Suites】♪



It was really
gorgeous☆

Without caring about public attention, I laid down on the bed in the independent cabin,【Suites】, and I lost my consciousness because of the soft pillow and the fit mattress. It was irresistible.

Elegant tableware and amenities.
A sky travel with excellent things and slow time.

I hope you will experience this presious time！


Venue ： akasaka Sacas Hiroba （It is between BIZ tower and TBS.）
Term ： April １６th ? ２０th・２２nd （２１st ）
Opening hour ：１０ a.m. to 8 p.m.


（Oda）

I would like to introduce POWERED SUITS “DUALIS” to you.

POWERED SUITS “DUALIS” is an image of brand value which realizes the agile feature of Nissan’s middle-size crossover SUV in cities.

This is the actual size.
＊＊About 3.5 meters long
This popped up around the country such as in Ginza last year and became really popular！



Out of nowhere, it appeared at Disruption Court of TBWA\HAKUHODO and our employees seem to be interested in it.

（Nakane）

---

The Secrets of TIIDA
“Why can TIIDA be the best-selling car of Nissan in the world?”

---

This is TIIDA’s business book.
Under the concept of “Compact meets Luxury.”, TIIDA created “Luxury compact” market since its launching in September, 2004.
This book composed of 188 pages looks at TIIDA’s “Why” from the standpoint of various profiles ? such as development and marketing.

It was easy to read because it’s colorful graphic.
Please look at it.

In my immediate circle、、、an acquaintance of our employee became TIIDA owner after reading this book.

Currently （until April 30）, in celebration of its 1 million total sales unit in the world, “Invite you to the countries where TIIDA is selling well” Campaign is now under way.

http://www.nissan.co.jp/TIIDA/100/

It is the campaign which invites 5 pairs (10 people) chose by raffle (each country) to
●Dubai / U.A.E　●Shanghai / China ●Toronto / Canada
(selected out of best 10 countries where TIIDA sells well).


（Kobayashi （Masa））

“Musee du Louvre ? Fastes de la cour de France au XV llle siecle” is currently taking place (until April 6) at the Tokyo Metropolitan Art Museum in Ueno park. I participated in the only-one-night special private view organized by the sponsor of this exhibition, Renault Japon, for Renault owner.



As soon as I got through the entrance, Renault corporate color, mustard yellow, jumped to the eye.

As I proceeded following the guidance, guests continuously went forward through the wall with a board written “Louvre”.



This was a special night！

In the exhibition, I could enjoy many gorgeous collections with very elegant feeling in the comfortable atmosphere.

Above all 140 items, I was really impressed when I saw my face into the mirror over about 2 hundred years which Marie-Antoinette used. Then I left the Tokyo Metropolitan Art Museum.

When I went outside, the sky just turned into evening twilight. Magical row of cherry blossoms were in front of me.
These cherry blossoms were here from Kanei era. When Marie-Antoinette was alive, they were blooming.




（Oda）

On the first weekend of March, "NISSAN MOTORSPORTS EXHIBITION 2008 Potential for Your Driving"was held!

At the venue, YOKOHAMA RED BRICK WAREHOUSE, many successive racing cars were exhibited,
such as the blue " SKYLINE2000GT " which is cute and retro and the burning red " FAIRLADY 240Z " which tells you the enthusiasm of past races.



In addition, there were lots of attractions, for example,
a demonstration of pit works with a high-lighting speed and
a kids circuit where children could drive a battery car.

The visitors included families, couples and friends. The venue had a relaxed and leisurely atmosphere
because of the warm spring air.

Then, I heard an engine sound from nowhere.

The sound intrigued me and I drew closer to the sound, then I saw a legendary racing car driving at a furious speed in front of visitors on a special course!

Whenever the racing car past, visitors' faces turned from right to left like powerful magnets.




I enjoyed the circuit atmosphere, the engine sound and the smell of burnt tyres at a distance of 2m from the circuit.



(Oda)

On the Aurora Vision of our top page, you can see seasonable movies since the end of last year. Did you know that?
Christmas, and the New Year passed, and then this time, the theme is “Spring”. I created the image of burgeoning leaves and buds, and peach flowers popping out.

A small bird flying at the beginning part is “Japanese bush warbler”！（It is a little bit chubby, though.） Here you can see it↓

As you can see below, these are some pictures which were not used such as a hina doll, a bud and scenery・・・

I lost my way in a fog..

The long winter has already passed and we had the first gale of the spring and these days a nice wind blows. It is exciting when spring comes every year, isn’t it. I am very happy if you can feel the very wonderful moment of this turn of the year when you visit our top page.♪
（Oda）

The special preview of “Musee du Louvre ? Fastes de la cour de France au XV llle siecle” and” RENAULT museum” was held the day before which there are many art works that porphyrogenites such as 18th century’s queen of France, Marie-Antoinette and Madame de Pompadour who was loved by Louis XV, specially ordered. At the entrance, RENAULT Japan which is this exhibition’s supportive sponsor displayed their automobiles as “RENAULT museum”.

After arriving at Ueno station and going through Ueno park, I arrived at the zoo！



Looking back at the right、、、


I found the pompadour pink billboard at the front of TOKYO METROPOLITAN ART MUSEUM☆ Entering into the museum、、、



There were 3 beautiful, creative and individual automobiles starting with RENAULT MEGANE Glass Roof Cabriolet with elegance、MEGANE and LUTECIA INITIALE PARIS which attracted Europe.

I stopped to enjoy only one-day “RENAULT museum”.



My expectation to “Musee du Louvre ? Fastes de la cour de France au XV llle siecle” and” RENAULT museum” which I would meet from then was surpassed by these automobiles full of French beauty sense and I left “RENAULT museum”．．．

Entering into TOKYO METROPOLITAN ART MUSEUM and moving through subject to the guide, I saw the special site for the opening ceremony in front of the exhibition and it was already crowded with people.

　

I found Zama Executive Vice President and Sato CFO who attended on Mr. Tokuyama, COO of RENAULT Japan♪



The opening ceremony ended with a ribbon-cutting without a hitch and then it continued into the special preview.



By touching French exquisite art, I was drawn into an extraordinary world.

How about experience from the Rococo art which Madame de Pompadour loved and was merry and gorgeous to the glorious court of France where Marie-Antoinette lived and the glorious era when the Bourbon Dynasty ended?


【Musee du Louvre ? Fastes de la cour de France au XV llle siecle】
Opening term :January 24th, 2008(Thu) ?April 6th, 2008(Sun)
Opening hours :9 a.m. ? 5 p.m.（Admittance until 4:30 p.m.）
Regular closing day :Monday（Irregularly, open on February 11th and close on February 12th）
Venue：TOKYO METROPOLITAN ART MUSEUM,　Museum Gallery（Tokyo, Ueno Park）8-36 Ueno Park, Taito-ku, Tokyo
150th Anniversary of France-Japan Relations ・ 130th Anniversary of Asahi Shimbun ・ 50th anniversary of TV Asahi
Organizer ： TOKYO METROPOLITAN ART MUSEUM, Louvre Museum, Asahi Shimbun, TV Asahi
Backup ： Foreign Ministry, Agency for Cultural Affairs, Ambassade De France, BS Asahi
Supporter ：Aioi Insurance　SOCIETE GENERALE Asset Management　Dai Nippon Printing　RENAULT Japan
Partnership ： Swatch Group Japan　BREGUET division, Air France, JR EAST
Contact ：http://www.asahi.com/louvre08/
　　　　　　　Hello Dial　03-5777-8600


（Oda）

Merry Christmas!
Today, holy Christmas, I saw Starbucks Coffee’s Cheer Pass.

A huge red cup is drawn on the red car body.
The length is unbelievable, 10 m！



At the backseat window, a bear and a snowman peep out of windows♪
So cute☆




In cold wintry wind in 2007, Cheer Pass went around in Japan to deliver warmth with children’s warm drawings and messages.

Did you meet Cheer Pass this winter?

The CM created by TBWA\HAKUHODO has won first place in the annual event of KOKOKUHIHYO (published by MADRA Publishing Co.,Ltd.).

The judges were,,,
Kayo Ume (Photographer)
Kentaro Kobayashi (Rahmens)
Genichiro Takahashi (Writer)
Yukichi Amano (KOKOKUHIHYO)

The CM was highly evaluated by the judges due to cast Rahmens for Apple's global campaign and wonderfully transform the script in order to appeal to Japanese audience.
Congratulations!

This cute PINO dog, a hidden character of Nissan’s compact car ‘’PINO’’, is playing a big role in its CM and event. It is so cute that I brought it to my desktop♪

The process is really simple.

１．Download ‘’Nissan desktop tool ３’’
２．Drag and drop ‘’PINO dog mixi checker’’ then install it

Soon you will see it on your desktop☆


PINO dog is really useful because it tells the user by a dialogue balloon or sound when diaries or comments are updated in “mixi”, a big membership community site of the internet！！


For example・・・


It yelps with delight as if it occurs to its own. In addition, It blushes ・・・really cute.


When I click on it・・・



Hearts pop out.


PINO dog has many other reactions. It gives you a peaceful moment♪
To all mixi users, how about have it on your desktop？


To download Nissan desktop tool 3, please click the URL below.
http://desktop.nissan.co.jp/


(Oda)

The prize-giving ceremony of 2007 47th ACC CM FESTIVAL was held at Shiba Park Hotel (Tokyo) on November 1st, 2007.




ACC CM FESTIVAL is the biggest advertising award in Japan held by All Japan Radio & Television Commercial Confederation (alias ACC) and the award winners are chosen based on the CM’s sociality, creativity, topicality, internationalism, contemporaneity, etc.

adidas TV CM ［IMPOSSIBLE IS NOTHING］
It received GOLD of TV CM category. The core idea, ‘’Talented athletesface their own difficulties and severities, and overcome them without being out of spirits, and then stick with sport with adidas‘’ was highly evaluated.





You can see Hideaki Tanaka at Creative Division of TBWA\HAKUHODO in the above picture receiving the GOLD trophy on the platform stage. He was in charge of adidas CM copy for Japanese local version. Taro Sato, Account Supervisor, was supposed to attend the ceremony, though, he was not able to do so. He seemed a little bit lonesome at our office on later date in the picture as you can see below.






(Oda)

I went to the 40th Tokyo Motor Show which is currently being held at Makuhari Messe.
On the day when I visited there, I did not queue at the entrance gate since it was weekday so I was able to wonder from where I could see.



There were 5 halls, Central, East, West, North and Event halls, in Makuhari Messe, Tokyo Motor Show’s venue. I decided to head for Central hall☆

As I entered Central hall, I found many people!! Then, I saw the brand symbol and word mark of NISSAN over many people’s heads☆




Let’s go to see the Nissan booth.



The front was the wall decorated with light.　There you can see the information desk in the center.
After passing through the light wall、、、


There were so many people on the both 1st and 2nd floor! It was really popular.
I was curious what kind of cars there were over many people’s heads around the most outstanding car of Tokyo Motor Show this time, ‘’NISSAN GT-R’’, though, I jumped into the seething mass with a determination to take a picture of GT-R definitely.

First, I could see concept cars such as ‘’NV200’’, ‘’Round Box (R.D/B.X)’’ and ‘’Intima’’.
They were on the turn table.




I walked along the flow of people around the round floor and secondly, I got to ‘’PIVO2’’ stage. ‘’PIVO2’’ is an eco-friendly car and has a high-quality electric technology. The design is round shaped and lovable☆



On the right side of ‘’PIVO2’’, I found the long-awaited ‘’NISSAN GT-R’’！I casually looked back and,,,




Sooooooooooo many people were there.
All of them looked at ‘’NISSAN GT-R’’.


At last！！

　　

I could met…’’NISSAN GT-R’’.

Before the press release, it was masked at the ‘’NISSAN GT-R’’ website, but at last it took off the mask and the face which seemed to drive at any time was just in front of me! Each part had high-quality impression and everybody could understand that it was the ‘’Multi super car’’.
I was really satisfied because I could take a picture of the hugely popular ‘’NISSAN GT-R’’.

I went to the other booths and got lots of catalogs so I bought a paper bag♪ It cost 100 yen.


Cool cars, of course, and cute characters and robots are the main mood makers!
　　


Tokyo Motor Show being held with the theme ‘’Catch the News, Touch the Future’’ has both passenger cars and commercial cars for the first time in the decade. It is a car festival sending the latest information of earth-conscious cars and it gives you the opportunity to touch the most innovative technology and design of cars in the world♪
It is opened to the public until November 11th, Sun.

I recommend you to get into the bus for Makuhari-Hongo departing from the side of North hall on your way out. You will not get involved in a crowd.


(Oda)

The Good Design Award Ceremony 2007 was held at Grand Prince Hotel Akasaka on October 25th, 2007.



After we received the award certificate with the word ‘’Congratulations’’ at the convention center full of people, we felt anew that we really got the award.
　　

The ‘’Good Design Award’’ has a half-century history, though, the category which this time we got the award in, ‘’Communication Design Category’’, was recently established.
This newly established category, ‘’Communication Design Category’’, seems difficult for applicants to advance to the second screening and the number of the award is less than the other categories.
We are really proud that we got through the strict screening and we got this award.

We are excited to think where and how we put up this award certificate in our office♪



(Oda)

Creative Office Symposium was held at Yakult hall at Shinbashi on October 22nd, 2007.
（Hosted by New Office Promotion Association／Co-hosted by Ministry of Economy, Trade and Industry／Sponsored By PR division of Nikkei Inc.）

　


As TBWA\HAKUHODO received the top prize, , and of the 20th Nikkei Ideal Office Environment Awards, Takahashi who was a member of the new office design project attended the panel discussion named ‘’Building practical creative offices’’ in the second part of the symposium as a panelist.


Despite the 3 and half hours’ marathon symposium from 1：30 p.m. to 5 p.m., 574 seats at Yakult hall were all filled with audiences.




The first part began with the opening speech and then great people had lectures. After the break, the second part began.

The MC and 3 panelists including Takahashi went to the platform to speak about ‘’Building practical creative offices’’.
The other 2 panelists were as well involved in their office planning and they were the project leaders whose company received the Nikkei Ideal Office Environment Awards before.

First of all, they explained about their own offices in turn.
Takahashi showed the road to TBWA\HAKUHODO’s new office design using mainly slides and in addition, visions.


After their explanation, the discussion time has started!!


Various subjects thrown out by MC

・ What is Creative Office？
・ How did you build the creative office？
・ Who was the key person to jell the creative office?
・ Is the future vision of the creative office different by corporations?
・ Was there any change of communication after beginning to work at the creative office?
・ Is there also any effect on management?




Panelists replied to these subjects.
I extracted the part of the discussion between MC and Takahashi as below.


MC：So, next, what kind of person was the key person to jell the creative office?

Takahashi：They are not here and I do not mean to flatter them, though, I think our top management.

MC：Top management?

Takahashi：Yes. Without the reform of our top management consciousness, this kind of office could not be constructed.

MC：I see. When the office like TBWA\HAKUHODO undertakes construction, I assume it is very difficult to complete to build such an office without the owner’s understanding. How did you deal with it？

Takahashi：As you said, at first, it was difficult for us to make the owner understand that we would make this kind of office and we exchanged our ideas and opinions. The owner gradually understood that there was the possibility of this kind of use of old bowling alley site and it would also be owner’s merit in the long run. After we moved into the building, for example, a ballet studio opened downstairs and there are greater chances of the use of space. As a result, the relationship became win-win.

MC：I see. Commercial facilities basically do not have many windows because they do not need to let the sun in. So how about windows？

Takahashi：There had already been small windows, though, we made them larger as much as possible. On the other hand, there was an earthquake-proof problem so they were smaller compared with our old office.

MC：Did you make new windows??

Takahashi：Yes, we did.

MC：Was the construction cost paid by owner? I should not mention about it, shouldn’t I?」

Takahashi：Ah, well. The owner footed the bill.

MC：The owner paid!! Wow, the owner is really thoughtful, isn’t it?

Takahashi：We had lots of discussions, really.

MC & audiences：Laughter


It was such a wonderful symposium to be able to hear about interesting talks from the people involved in the office planning!

9 months has already past since this office’s completion in this February. We completely get used to this environment and we come to this office casually. However, when I look back now, there are more small talks with many people in this office than in old office. I noticed that the layout and meeting space have been located concerning of stimulating in-house communication. Our office might be very creative. I am a little proud of my office.

（Oda）

Our website got some evaluation points, such as ‘unique’, ‘excellent at design process and management’ and ‘found the expression of leading the era’ and a comment saying that it has an innovative design which emphasizes a sense of play from the member of the jury.
Speaking of a sense of play, have you already found this website hidden item, ‘BOWLINGOLF’? If you haven’t played, please find it. The hint is the top page.

You can see the members of jury’s comments in detail at Good Design Award website.（http://www.g-mark.org/）
Please visit and see it.

In addition, please see this PDF file for the details.

TBWA\HAKUHODO held an event named “Shibaura Hawaiian night” on August 4th, Saturday in order to celebrate our 1st birthday with our employees and the precious families and friends who always care about us.

We opened our office after full preparation on this day and this office changed into “HAWAII”.


　

Of course, including fruits and drinks, “HAWAIIAN”



Dip chips into avocado or salsa sauce☆

There are full of other attractions including SPAM rice ball, mahi-mahi, and popular ‘’Shave ice’’ in HAWAII.

We started with Ochiai CEO’s ‘’Cheers’’ and next coming was SHOW TIME☆
Hula dance by Kamanuhulalea’s dancers made the mood in the office totally ’’ALO??HA’’！

　

Various events add to the fun and the final main event, the super draw started♪

The best prize was the finest Matsuzaka beef！！




Then, Lady Luck smiled on not family, a friend, but an employee!!
She was really lucky.



Happy time past so fast and the party time was closed by Ochiai CEO and Gary COO’s greeting.

After that, bar time started and Shibaura Hawaiian night went by.

[Nissan： Pino]'s campaign has been chosen as one of 2007 Disruption Awards' winners! The Disruption Awards are the awards which honor the excellent campaigns which are created in 291 offices placed in 77 countries (http://www.tbwa.com/index.php/ataglance) for their original and insightful strategy.

TBWA\HAKUHODO website has been selected to receive the FWA Site Of The Day (SOTD) Award for 29th May 2007.

FWA is an industry recognised award program, established in 2000, showcasing websites who use cutting edge technology, together with inspirational ideas, that lead the way for future generations.
Est. 2000. 20,000,000+ visitors
A direct link to the winning site is:
http://www.thefwa.com/?app=winners&id=6271