Yukio Hashiguchi's "The Age of Creative Ethics" Now Available
The book " The Age of Creative Ethics " by Dentsu Inc.'s Yukio Hashiguchi (Sendenkaigi) was released on February 26.
[Book Content]
The term "ethics" is rapidly gaining prominence in the business world, encompassing corporate management and branding. Unethical corporate practices or communications can instantly spark controversy, while communications and initiatives that convey high ethical standards generate positive reputation and enhance corporate and brand value. Ethics has now become a core, critical issue for companies and brands, significantly influencing business outcomes.
The "Creative Ethics" discussed in this book refers to a mindset that judges matters from the perspective of "Does this make the world a better place?" Whether examining outstanding global advertising examples or content like Hollywood films and Netflix, many recent hits are based on Creative Ethics. In the creative world, ethics is no longer merely a defensive measure to avoid backlash; it has become the engine driving the creation of works with unprecedented appeal.
This book explains the ethics (ethics) and their examples that modern business professionals must know as essential knowledge. It is the first book to unravel "ethics for growing brands more attractively," not "ethics (compliance) to avoid backlash." It introduces key points to grasp, along with concrete examples, organized by themes such as human rights, gender, diversity, sexuality, and climate change.
【Author Profile】
Yukio Hashiguchi
Affiliated with Dentsu Inc. Creative Director, Copywriter. Notable works include: Itochu Corporation's "What Do You Want to Be? Exhibition? with Barbie," the World Day for the Innocent Newspaper Ad "Truth Can Be Bent," Netflix series "The Three-Body Problem" and "YOU ARE BUGS," Nidek's "Moving the World. Changing the Future." Founder of DEI-specialized creative team BORDERLESS CREATIVE. Recipient of numerous domestic and international advertising awards. Author of "The Ultimate Writing Technique That Transforms Your Words, Proposals, and Job Hunting" (Sendenkaigi) and "100-Idea Thinking: Eliminate 'Can't Write,' 'Can't Think of Ideas,' 'Can't Get Approval'" (Magazine House). Over 24,000 followers on X. Hobby: watching movies.
https://x.com/yukio8494
[From the Table of Contents]
Chapter 1: "Creative Ethics" – The Mainstream of Modern Creativity
01. The "Creative Ethics Era" that began with international awards
02. The Definition of "Entertainment" Is Changing
03. Creative Ethics and Radicalism Can Coexist: Case Study ① Netflix
04. Creative Ethics and Radicalism Can Coexist: Case Study ② The Movie 'Mad Max'
05. Creative Ethics Is Not a Fleeting Trend, but an Irreversible Change
Chapter 2: Why the Era of Creative Ethics Now?
01. The 1960s–1990s: The Era of Pioneers
Levy's "Not Just for Jews" Poster / American Express "Statue of Liberty & Ellis Island Restoration Campaign" / Oliviero Toscani's "BENETTON"
02. The 2000s: The Era of Non-Profit Organizations
Truth Anti-Smoking Campaign (2001) / UNICEF & Volvic "1L for 10L" Program (2005–2016) / UNICEF "TAP PROJECT" (2007) / DOVE "Evolution" (2007)
03. Early 2010s: From Non-Profit Organizations to the Era of Brands
Philip Kotler's "Marketing 3.0" (2010) / Twitter's Popularization / Emergence of SDGs (2015) / VOLVO UK "Life Paint" (2015)
04. Late 2010s to Present: From Government to Brands
Domino's Pizza "Paving For Pizza" (2018) / Criticism of Social Good / Nike "Dream Crazy" (2018)
Chapter 3: Human Rights
01. Human Rights Are Law
02. Human rights are the operating system of the international community
03. AI also operates based on human rights
04. Modern history is the history of expanding human rights
05. World Day for the Innocent Newspaper Advertisement
Chapter 4: Gender
01. Advertising and Gender Bias
02. Sexual Objectification
03. Libresse Depicts the Realities of Women's Bodies and Sexuality
"#Bloodnormal" (2017) / "Viva la Vulva" (2018) / "#wombstories" (2020)
04. Children and Gender Bias
05. Always "Like a Girl" (2015)
06. ITOCHU SDGs STUDIO "What Do You Want to Be? with Barbie" (2023)
07. Lookism
08. Dove "Real Beauty Campaign"
Campaign launched in 2004 / From "Daughters" to "Evolution" / "Real Beauty Sketches" (2013) / Technology and Beauty / "Reverse Selfie" (2023) / "#TurnYourBack" (2023)
09. Gender Issues for Men
Toxic Masculinity / Gillette "We Believe: The Best Men Can Be" (2019) / PANTENE "#DadDoesIt" (2016)
10. Beyond Men vs. Women
Chapter 5: Diversity
01. Diversity in Representation
Representation in Film / The Problem of "Whitewashing" / The Era of Period Dramas Becoming Global Hits / The Social Importance of Representation / Representation of People with Disabilities / Channel4 "Meet the Superhumans" (2012) / Channel4 "We’re the Superhumans" (2016) / Channel4 "Super. Human." (2021) / Channel4 "Considering What?" (2024) / Everyday Representation / CoorDown "Integration Day" (2012) / Everyday Representation is Advertising's Greatest Power
02. Organizational Diversity
"World Down Syndrome Day" Newspaper Ad (2021) / Why America Remains a Superpower / Why the CIA Failed to Prevent the 9/11 Attacks / DEGIRO "Pink Chip" (2024)
03. Beyond Minority vs. Majority
Chapter 6: Sexuality
01. Ancient Greece, Where Sexuality and Intelligence Were Intertwined
02. Japan's Liberal and Open Sexuality Before the Meiji Era
03. Christianity, Which Viewed Sexuality as Sin
04. Modern Society Viewing Sexuality as a "Right"
Sexual and Reproductive Health and Rights (SRHR) / Declaration of Sexual Rights / Re-examining Society from the Perspective of "Sexuality is a Right"
05. DoorDash "Self Love Bouquet" (2023)
06. Relate "The Joy of Later Life Sex" (2021)
07. What Is Comprehensive Sexuality Education?
08. Whisper "The Missing Chapter"
09. India's Hero: "Padman"
10. Sexuality as a Right in Japan
Chapter 7: Climate Change
01. United Nations Climate Change Conference (COP)
02. Climate Change Litigation
03. Tuvalu Government "The First Digital Nation" (2022)
04. Solar Impulse Foundation "Prêt a Voter" (2022)
05.Suncorp "One House to Save Many" (2022)
06. The Mission of Advertising is "Presenting Hope"
Chapter 8: Beyond the Backlash
01. The Manifesting Negative Aspects of Social Media
02. The Double Standard of Human Rights
03. Nevertheless, Human Rights Remain the OS of the International Community
04. Japan, too, enters the era of creative ethics
◼️Press release regarding this matter
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