──Sayaka Arimoto, what is charm?

October 2023. Web Dentsu Inc. reached its 10-year milestone. We wanted to create a special "serialized feature" to mark this 10th anniversary. What we arrived at was the theme "10 People, 10 Colors" – could we offer wonderful content under this concept? If we were to put it grandly, perhaps we could call it diversity.

When we want to immerse ourselves in thought, or when we try to squeeze out ideas, we need our own unique "companions" (indispensable items). For the great detective Sherlock Holmes, these would be his beloved "pipe" and "violin."

This series invites various individuals to share their own "personal companions for thought." We hope you'll enjoy discovering their unexpected sides while reflecting on the act of thinking itself.

(Web Dentsu Inc. News Editorial Department)

Guest for the 6th installment: Sayaka Arimoto (Copywriter/Planner, Dentsu zero)

──Sayaka Arimoto. You're active at Dentsu Inc.'s creative division, not just as a copywriter and CM planner, but also as a strategic planner and in various other roles. Thank you for joining us today.

Arimoto: Thank you for having me.

──This might be abrupt, but what does creativity mean to you? Observing your work, it seems like it's not just about making 15-second TV commercials...

Arimoto: That's a tough question right off the bat. What I personally strive for is "not trying to generate ideas efficiently." When working within limited time frames, efficiency is often demanded. But ideas conceived by constantly thinking "efficiently, efficiently" usually aren't interesting and don't resonate with people.

──I see.

Arimoto: I want to make ideas leap beyond the client's brief. But forcing that leap won't earn empathy from clients or the public. Instead, by broadening my perspective and repeatedly testing playful possibilities in my mind—like "What if I combine this with that?"—I believe that's how interesting ideas that truly connect with the product emerge.

Sayaka Arimoto (Dentsu Inc. / Creative Director, Copywriter)
Born in Hyogo Prefecture. Graduated from Keio University's Faculty of Law, Department of Political Science. Joined Dentsu Inc. after sales, transitioning to the Creative Bureau. Handled projects including TV Asahi/Toho's "Your Name." terrestrial broadcast project, Fujiko Pro's "Doraemon STAY HOME PROJECT," and Asahi Broadcasting's "M-1 Grand Prix." "Nettou Koshien" promotions, and Sony Music JUJU's "The Story of Yuming," "Tokyo," and "Kanade." Awards include TCC Awards, ACC Awards BC Division Grand Prix, ADC Awards, Cannes Gold, and Creator of the Year 2023 Medalist.

──So you're saying the answers won't come just by staring at a PC or proposal documents?

Arimoto: Yes. I think even if you pursue efficiency and follow the conventional path, the chemical reaction that sparks ideas won't happen.

──Reading your past articles in Web Dentsu Inc., I sensed that what you value most is "considering both the personal and the public."

Arimoto: I do value the personal. For me, personal means "knowing the other person." Starting by thoroughly understanding just one person and reaching out to them. Then, if that can expand to resonate with those around them and society, that would be ideal.

──Ah, so "personal" doesn't mean "Sayaka Arimoto's" preferences or worldview?

Arimoto: Exactly. I'm not the type who has a strong "I want to convey this!" within myself. So, what I value in my work is "not finding the answer within myself." I don't have the ability to find the answer anyway... But I think ideas expand because I go out to find things outside myself.

So I consciously try to imagine the reality of the person I want to reach as concretely as possible. What kind of life do they lead? How do they perceive products? What brings them joy? What makes them angry? I look at magazines and social media, or go to the scene to experience it vicariously. From that personal reality, public ideas seem to spring forth. I enjoy thoroughly pursuing people, and I think I'm actually pretty good at it.

──That's what they call "n1" in marketing terms, right? Finding hints that resonate with society not from the greatest common denominator, but from the thoughts of just one person.

Arimoto: I think having "breathing room" or "margin" is crucial for that. Not taking things too seriously, keeping your heart soft, maintaining a lightness.

──I see. That explains the softness and charm in the works you've created, Arimoto-san.

What's essential for a "companion for thought" is a sense of happiness. (Sayaka Arimoto)

──Before we get into specific examples of "companions for thought," if you had to describe what a "companion for thought" means to you, what would it be?

Arimoto: Honestly, there's no one thing that guarantees good ideas will flow. But I feel that when I have emotional space—or more precisely, when I'm in a happy state—good ideas often come along for the ride. In that sense, what I seek in a companion for thought is probably "happiness." For example, when interacting with junior employees, if we get excited talking about shared interests, the distance between senior and junior disappears instantly. When people talk about things they love, they become more talkative, and their personal values shine through in why they love it—that's fascinating.

──I totally get that. Gender or generation doesn't matter there, does it?

Arimoto: Exactly. When you can share things you love and the "happiness" you feel from them, conversations flow, and I feel like great ideas emerge. It might sound obvious, but...

──Not at all. I totally agree. It makes perfect sense. Feelings like "liking" something or "happiness" connect people more deeply than negative emotions, right?

Arimoto: Working in content creation, I truly feel how immense an energy "liking" something can be. With the diversification of values, the concept of a "mass audience" is fading. Creating content that makes the entire nation go wild is incredibly difficult in this era. But there will always be fans who are passionate about it. There's always that overwhelming "passion." Visualizing that passion and gradually spreading it. I think that's how content with explosive power is born, almost without us noticing.

—Intensity, huh.

But precisely because it's such a powerful energy, if you stimulate it the wrong way, it can become a spark for trouble. So when we harness that energy for advertising, like using aikido, we have to be extremely careful. For the M-1 Grand Prix work, while I'm a huge fan myself, I try to be quite objective. I consider where to shine the spotlight to pleasantly tickle the fans' hearts, and also how to get people who aren't fans interested.

From the M-1 Grand Prix 2020 × Creepy Nuts "Monsters on the Stage" Special Movie

What is Sayaka Arimoto's "Companion for Thought"?

──Now, let's get to the main topic. Could you tell us about your specific "companion for thought"?

Arimoto: Sweets, I guess. It's a bit cliché.

──Sweets...?

Arimoto: I absolutely love fresh sweets. Cakes, parfaits, daifuku mochi, anmitsu... I especially love sweets that really let the quality of the ingredients shine through.

──I see. Sweet treats definitely lift your spirits and seem stimulating for the brain.

Parfaits that let you enjoy seasonal fruits as they are are especially perfect as a reward for days when you've really pushed yourself.

The summer-limited peach pie from the cake shop near my office. It's such a favorite I eat it once a week.

Arimoto: Ever since I was a new employee, I've loved bringing cake to my desk—it's become routine. The excuse "My brain needs sugar" is probably what makes it so satisfying.

──An excuse, huh. That seems trivial at first glance, but it's actually quite profound. You could say all work, or even life itself, is built on excuses and feelings of happiness, right?

Arimoto: If you read that much into it, it's hard to comment... I'm always chasing some project or task, but when I eat sweets and feel, "Ah, this is bliss~," a gentle sense of ease washes over me. That's when my mind softens and the thinking switch flips. When I ponder things like, "Would this make it more enjoyable?" or "Is this the positive solution?" I can't move forward if I'm all tense and stressed.

──Does that extend to relationships with staff within the company?

Arumoto: Exactly! We have anmitsu lovers and donut buddies in the office, and we share that sense of happiness together. I'd be thrilled to exchange information with other dessert enthusiasts.