The "2021 Creator of the Year Award" Ceremony Held

The JAAA (Japan Advertising Association) hosted the "2021 Creator of the Year Award" ceremony on May 31. The "Creator of the Year Award" is presented annually by the JAAA to recognize the individual who produced the most outstanding creative work in advertising communication for that year, marking its 33rd anniversary this year.

Starting this year, judging was conducted based on three new criteria: "Outstanding 'problem-solving ideas' that enhance the value of advertising agencies," "Quality that elevates the level of creativity," and "Expandability of the creative domain." Four individuals from the Dentsu Group received Medals.

〈Dentsu Group Medalists and Their Comments on Receiving the Award〉
■Yuuichi Kitada
(Creative Director, Dentsu Inc. First CR Planning Bureau. Major creative work includes Zespri "Kiwi Brothers" campaign, GU "Fashion is Freedom" campaign, Recruit "What is Townwork?" campaign, among others)

There are many creators more talented than me. However, I feel I have a slight edge when it comes to tackling challenges as a partner to clients while simultaneously creating work that generates buzz. Especially in this era of dramatic media transformation, I find advertising creative work the most enjoyable among all creative pursuits. There are no constraints on form, and the possibilities are limitless. I am genuinely delighted to be entrusted with such wonderful work and to receive such an honorable award. To all our clients who consistently place their trust in us, and to all my seniors, peers, juniors, and staff who always support me—thank you.

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■Naoki Tanaka (Creative Director, Dentsu Inc. Lab Tokyo. Major creative works include: TOKYO2020 Paralympic Opening Ceremony "PARAde of Athletes," TOKYO2020 Sports Presentation, SUNTORY "Let's Talk." "Restaurant Support Communication," among others)

While this is an award honoring an individual, my work is something I could never accomplish alone. I would like to take this opportunity to express my gratitude to everyone. I will continue to work hard at my own pace, never forgetting my spirit of inquiry.

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■Shiro Ueshima (Senior Creative Director, Solution Creative Division; Solution Project Leader; Group Leader, Frontage Inc. Creative Perch. Major creative works include: Seibu/Sogo "Receipts Became Lists of Hope," Sogo Kawaguchi Store "What We Can Do Before Goodbye," KIRIN "#iMUSE Medical Support," among others)

All my work during the pandemic began in adversity. Precisely in times like these, can we turn things around through communication? It was a year of relentlessly searching for breakthroughs, day after day, through remote team discussions. Finding that "hope" in each project, exemplified by Seibu Sogo, was only possible thanks to the team members who persevered alongside me.

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■Ryuichi Ishikawa (Dentsu Digital Inc. Advanced Creative Center, AI Creative Division, AI R&D Group. Major creative work includes: TEHAI, Sendai Uminomori Aquarium "The Sea Becomes a Masterpiece" Exhibition, Bokete Den-sho Sen, among others)

I never imagined I would win such a prestigious award, one that has been honored by the top-tier creators I've always admired. This is thanks to everyone who worked with me at Dentsu Digital Inc., who gave me the freedom to challenge myself. I feel that combining ideas with AI allows us to express new forms of creativity. I will continue to strive to challenge new things and create interesting works.