Learning Copywriting from "Socially Conscious Advertising"

Yukio Hashiguchi, Creative Director/Copywriter at Dentsu Inc. He invites "masters of words" active in worlds entirely separate from advertising.

This series re-edits the content of the bimonthly webinars from an editorial perspective. Guided by Hashiguchi's viewpoint that "new things always arrive with new words," we delve deeper into the power and potential of language.

In this third installment, we focus on the core elements of the webinar titled "Advertising Words That Move Society," drawing from the dialogue between Mr. Hashiguchi and Ms. Asako Tsuji. Ms. Tsuji garners attention for her activities addressing "social issues" across diverse fields—not only advertising production but also product development, brand production, and even as a commentator on news programs.

　　　　　　　　　　　　　　　　　　　　　　　　Responsible Editor: Web Dentsu Inc. Editorial Department

 

"What exactly is a socially conscious creator?" (Asako Tsuji)

"For example, topics like homosocial dynamics get discussed. Does being a socially conscious creator mean consciously considering such things when thinking about expression?" At the start of the webinar, Tsuji posed this somewhat challenging question.

Indeed. Even if we hold awareness about embracing diversity or respecting each other beyond gender and age barriers, when it comes to actually forming project teams, they often end up being all men or all women. "I myself work as a creative director, and I do this unconsciously. That unconsciousness is the scariest part, right?" Hashiguchi agreed.

"For example, even when launching a brand targeting young women, the decision-makers are often older men. Of course, these individuals themselves aren't the problem, but the reality in Japan today is a significant skew toward this tendency in business, politics, and creative fields. Beyond just skills and connections, I believe it's crucial to consider whether the team composition can truly embody the perspective the brand aims to convey.

To become a brand that endures over time, I believe it's further necessary to have a message for society as seen through the eyes of the target audience—beyond just the audience itself. It's crucial to focus on the real voices of how society views the target demographic, and conversely, what the target demographic feels about society now and what they want to convey, empowering them. After all, advertising is fundamentally the act of sending messages to society. So, I feel a slight discomfort with the very act of deliberately labeling it 'socially conscious'." Mr. Tsuji's perspective, expressed right from the start, is refreshing.

Ms. Asako Tsuji: Representative and Creative Director of arca. A cross-disciplinary creator championing socially conscious creative work, she handles projects ranging from advertising to product development, guided by two pillars: "creating ventures with ideology and social relevance" and "crafting works with a distinct worldview." She provides creative direction across diverse genres, including real-world events, product planning, and brand production. In spring 2019, she launched the "Ladyknows" project focused on women's empowerment and healthcare. Since November of the same year, she has appeared regularly as the Wednesday partner on the news program "news zero," challenging herself to approach social issues from both creator and communicator perspectives.

"The environment where people would ask, 'What do you think, Tsuji?' felt refreshing" (Tsuji Asako)

Tsuji's career began during her student days when she utilized the internship program at an advertising agency with about 15 employees. "Originally, having attended an overseas boarding school during junior high and high school where people of diverse races and cultures gathered, I hadn't experienced being judged or constrained by 'categories' like age or gender. But when I returned to Japan, I noticed how loud the voices were that tried to fit me into molds, saying things like 'You're a girl, after all' or 'Act like an intern.' However, at the first company I joined, when I was on the production floor, seniors would ask me things like 'What do you think, Tsuji?' regardless of whether I was an intern or a university student. That felt fresh, and somehow, it was incredibly exciting."

According to Tsuji, she had absolutely no interest in "building her own brand." She simply enjoyed the workplace environment where she could participate on a level playing field, and she just tackled the work in front of her with pure excitement.

"I'm not particularly good at generating self-actualizing energy. Instead, I think I've built my career in a down-to-earth way, just giving my all to produce outputs that help someone, whenever the opportunity arises. Advertising creative work, for better or worse, is a job that delivers messages to an unspecified large audience. Even a single word you choose can either deliver hope or risk reinforcing stereotypes. That's precisely why I naively thought there must be messages in the advertising field that could be delivered for someone's sake, for society's sake. That's why I stepped into this industry. Looking back on myself back then, it's kind of embarrassing now."

Yukio Hashiguchi: Creative Director and Copywriter at Dentsu Inc. Recent notable works include Lotte Ghana Chocolate, "World Down Syndrome Day" newspaper ads, Demae-can, SKY PerfecTV! Sakai Councilman series, and the 25th Anniversary poster for Onihei Hankachō. Author of "100-Idea Thinking" and "Word Diet." Member of TCC. Hobbies: Watching movies & combat sports. https://twitter.com/yukio8494

 

"Thinking is an association game. Work is the power of chain reactions." (Asako Tsuji)

When Mr. Hashiguchi asked, "I'd like to hear about Ms. Tsuji's approach to thinking, or rather, her work methodology," Ms. Tsuji responded: "You know how the industry talks about briefs? When I get a single task, my imagination just runs wild. I end up jotting things down, whether it's words or visuals. Of course, I always go back to the brief as a foundation and treat it carefully. But after hearing the brief, I often end up giving feedback like, 'Isn't this the best approach?'"

This is what the industry calls "a hundred-ball drill." Because this is like this, it becomes that. So, couldn't we also do this? I start this association game alone late at night and pour that energy straight into the proposal. Then, when I share what I want to do internally, it becomes, "That's interesting. Why don't you meet with so-and-so?" and the work starts rolling. Before I knew it, people I'd never met were tweeting about things I'd created. "The fact that my ideas, once they left my hands, were encouraging or bringing joy to someone I didn't know—that was just so happy and fun. It's a kind of hit-or-miss way of living, but even now, that core excitement hasn't changed."

Tsuji's work doesn't start from self-realization or a desire to achieve something. It's more that while continuing this associative game of thought, chains of connections with people naturally formed.

"You know, there are those lucky people, right? Well, I guess it's something only a young, cute girl can pull off. I couldn't do it. I've got all these ties to companies and clients and whatnot," says the envious uncle. To that, I'd like to say one thing: In the context of her story I've shared so far, were there any elements like "lucky," "young and cute," or "girl"?

"RingoRing," which Mr. Tsuji was involved in developing from the start. The name itself serves as the product introduction and is memorable. Mr. Tsuji's abilities as a copywriter deserve more recognition. (Mr. Hashiguchi)

 

"Any organization, before you know it, becomes a village." (Yukio Hashiguchi)

During the webinar, Tsuji shared that what's essential to spark so-called innovation is "introspection," "disclosure," and "change (action)." "Ultimately, I think the crucial question is: What is the purpose of that action?"

Reform for the sake of reform is meaningless. What's needed isn't a superficial "attitude of change," but "sincerity" backed by action. First, reflect on and reconsider what you (your company) have done in the past. No person or company has reached their current position by doing everything perfectly. If you look back, you've surely done many things worthy of reflection. First, confront those failures and reflect on them. Adopt an attitude of disclosing that content with sincerity, not as a black box. On that basis, it's crucial to communicate "I (we)..." says Tsuji.

Mr. Hashiguchi points out that even in "free-spirited work" like creative fields, a village mentality can take hold. "There are unspoken rules for success: 'To win an advertising award, you must undergo this training, study under this master, and achieve these results...' But when you measure that against Mr. Tsuji's question, 'Why are we doing this work?', it becomes clear it's just about the narrow confines of the creative industry village." Of course, awards play a significant role in improving advertising quality. But I think it's essential not to view them as absolute, but to maintain a perspective that relativizes them."

One of Tsuji's strengths is his outreach to broader society within an advertising industry often criticized for its insular nature. Beyond appearing on programs like news zero and HuffLive, he also runs Social Coffee House, a community for learning "the cultural literacy modern adults should know today." (Hashiguchi)

 

"Thoughts will always reach their destination. I want to believe that." (Asako Tsuji)

"I believe what's essential for creative direction is 'technique' and 'perspective.' Technique is cultivated through age and experience. Perspective, on the other hand, comes from one's own way of life. You could call it values, stance, or ideology. To do good work, I think it's crucial to form teams where those values align. Whether you're looking in the same direction. So, for example, if someone views society through a racially discriminatory lens, I wouldn't take on work for that company. That's why it's vital to clearly define your own stance. To meet and unite with people and companies who share your convictions."

Still, Tsuji reiterates, "I truly believe that feelings will always reach their destination. I don't particularly seek praise for myself or my creations. But when I manage to give shape to something I've fallen in love with—even with my limited skills—and deliver it to the world, and even one person finds their heart moved by it... that's when I feel, deep down, that doing this work has been worthwhile."

What she was advocating for through the webinar—this "sense of solidarity needed in our times"—is not about constraints like so-called "collective responsibility" (rules or limitations). Rather, I believe it signifies a "ticket to freedom": the desire to work with people who share the same vision to make society better.

Going forward, we're entering an era where a "social stance" – something often excluded in business – will strengthen advertising. The "Let's Go Vote!" campaign for Tapista (a tapioca specialty shop), which Tsuji worked on, is one such example. (Hashiguchi)

 

 

※This series is edited from the content of the webinar titled "Frontiers of Language," supervised by Yukio Hashiguchi (CXCC Bureau), who also serves as the host and MC, and presents Web Dentsu Inc.

 

【Participants Wanted】 
"Frontiers of Language" Vol.4 Webinar Scheduled for Tuesday, September 28!
Shigeyuki Fukumitsu × Yukio Hashiguchi "Everyday Life is Full of Interesting Words"

Guest: Shigeyuki Fukumitsu, winner of the 14th Japan Media Arts Festival Manga Division Encouragement Award for "What About My Wife?". Beyond this work, he has created numerous essay manga, including the autobiographical "My Small Failures" (Seirin Kogei-sha), which depicts his youth with a unique tone, and "My Wife and My Small-Scale Childcare" (Kodansha), centered on the theme of "wife". Fukumitsu's manga overflows with uniquely amusing "words" like "Sosaa~," "Zuboon," "Shishamo-bai!," and "Chinpira DQN Ojisan," and his prose works, including essays, also showcase his distinctive linguistic sensibility. It's not grand romances like shōjo manga or adventure tales like shōnen manga, but everyday life. We delve into Fukumitsu's keen observational eye that extracts amusing and endearing words from these ordinary moments.

・Date & Time: Tuesday, September 28, 8:00 PM - 9:30 PM
・Participation Fee: ¥1,500 (excluding tax)

Click here to register
https://peatix.com/event/2904921/view=