The "2022 Creator of the Year Award" Ceremony Held
The award ceremony for the "2022 Creator of the Year Award," hosted by JAAA (Japan Advertising Association), was held on May 31. The "Creator of the Year Award" is presented annually by JAAA to recognize the individual who produced the most outstanding creative work in advertising communication for that year, marking its 34th anniversary this year.
Judging was based on three criteria: "ideas that solve problems and enhance the value of advertising agencies," "quality that elevates the standard of creativity," and "expandability of the creative domain." Masatoshi Kurita of Dentsu Inc. was awarded the Creator of the Year. Additionally, Junta Yoshikawa, also of Dentsu Inc., received the Medalist award.
Upon receiving the award, Mr. Kurita commented, "I feel very humbled to be honored as an individual, as none of the work was created by me alone; it was made possible by the support of many people. I want to be involved in initiatives that attract people who want to participate, and I will continue to strive to be at the center of such efforts."
＜Dentsu Inc. Award Winners＞
2022 Creator of the Year Award
Masatoshi Kurita
Dentsu Inc. zero
Creative Director / CM Planner / Copywriter
【Major Creative Work】
■ SUNTORY "Life needs restaurants."
■ UNIQLO "My House × Mother's Day & Father's Day"
"Life and Wear Wide Pants, Bra Tops, etc."
■ Nissin Foods "Cup Noodle PRO"
■ Lottery "Quick One"
■ SUNTORY "Decavit C" and others
Medalist
Yoshikawa Hayata
Dentsu Future Creative Center / 2nd CR Planning Bureau
Group Creative Director
[Major Creative Work]
■Yamato Transport "Transportation Founding Project"
■ZEBRA "KAKU LAB."
■mizkan "B-Side Recipes" and others
The ceremony also presented the "Hideo Yoshida Memorial Award," honoring individuals who have contributed to the development of the advertising industry. Members of the Japan Advertising Association, recognized for their efforts in promoting subtitled commercials and achieving milestones like nationwide broadcast capability starting last year, received the group award.
Speaking on behalf of the recipients, Shinobu Numazawa of Dentsu Inc. commented, "The necessity of subtitled commercials has been recognized for quite some time, particularly from a diversity perspective. While it was difficult to integrate this into the advertising business model, we spent several years engaging in repeated discussions with cooperating organizations and members of the hearing-impaired community. Never before have I felt the power of discussions among industry groups as strongly as through this initiative. We will continue to strive for the wider adoption of subtitled commercials."
Related article: "Moving someone just a little bit, as they truly are" - Masatoshi Kurita, 2022 Creator of the Year
https://dentsu-ho.com/articles/8551
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