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Series「Solving Future Challenges This Way by Future Creative Center」

2024/08/20

What value does design bring to society? Three art directors share their perspectives.

Art directors are increasingly involved in creating promotional and branding experiences. We discussed the value design can provide in this domain.

Yuji Higuchi, Tanaka Seri, Taichi Tamaki

Solving Future Challenges This Way by Future Creative Center[27]

Management/Business

2024/01/25

The Story Behind Kai Corporation's "Gentle Cutting Dictionary": Solutions for Everyday Social Issues

We spoke with KAI about their website "Gentle Cutting Dictionary," which proposes solutions to food loss issues caused by "excessive trimming" of ingredients.

Yoshifumi Sato, Sakura Yamaguchi, Sakurako Yasuda

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2023/10/11

From "Follow My Lead!" to Crowdfunding: The Journey of the Talking Toy Box

We present the development story behind "Goo Goo Monster," a talking toy box that makes tidying up fun for children in the terrible twos by adding a game element.

Yasuhiro Ogino, Toshiyuki Motomiya, Kaori Sato, Masami Oshio

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2023/08/04

The future Otsuka Pharmaceutical's Calorie Mate is pioneering. What lies behind the morning scene of a girl happily eating bread?

The newspaper ad for "Calorie Mate Liquid (Otsuka Pharmaceutical)" that garnered widespread sympathy on social media. We asked about the campaign's objectives and the sentiment behind it.

Makiko Ido, Ayako Kaji, Hiroya Iwasaki

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2023/02/27

Creative at the Core of the Brand: The FUJIMI Rebranding Project Led by a Solo Art Director Inside the Company

The FUJIMI rebranding project, spearheaded by an art director who went in solo and worked closely with management. We heard about the project's details and outcomes.

Aya Yagi, Kana Hanabusa, Yasuha Ogura

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2022/09/21

KOMEHYO becomes a "Curiosity Manufacturer." Redefining its value through a profound "greatest common denominator."

This time, we introduce the efforts of KOMEHYO, a company that buys and sells reused and secondhand goods, to redefine its business value.

Yuji Higuchi, Takuji Ishihara, Hiroyuki Yoshida

Solving Future Challenges This Way by Future Creative Center[27]

2022/08/17

"I don't need any presents." Behind the Scenes of UNIQLO's Trending Mother's Day and Father's Day Ads

This time, we introduce UNIQLO's Mother's Day and Father's Day newspaper ads featured in the Yomiuri Shimbun. What journey led to the creation of this much-discussed idea? We look back at the production process.

Makiko Ido, Taichi Tamaki

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2022/04/22

What is Zebra's "kaku lab."—the office that blooms employee creativity?

Zebra's mission is not to be a "company that makes writing instruments," but to "promote human creativity." We spoke about "kaku lab." (Kaku Lab), the space where Zebra employees' creativity and ideas are born.

Yoshikawa Hayata, Tomomi Hamada, Midori Segawa

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2022/03/31

Redefining the "Good Company": The Well-being Initiative Launches

The Well-being Initiative, a corporate consortium established in 2021 to create a society where people's well-being (their sense of prosperity) is valued. This article introduces the initiative's purpose, activities, and the development of integrated reporting.

Megumi Shima, Fujii Togo, Jiro Murayama

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2022/01/27

Breaking Free from "Skippable Ads": Calpis Water®'s "After-School 10-Minute Drama"

Why was Calpis Water®'s after-school 10-minute drama "It Seems Like All Love Starts with Unrequited Love (nicknamed: Love Seems Like That)" a success? We delve into how to create content that boosts brand image and keeps viewers watching.

Masatoshi Kobayashi, Kana Matsumoto, Tatsichiro Kamiwaki

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2021/12/06

What can we learn about future-creating planning from the new town development "Hokkaido Ballpark F Village"?

We explore "the future of value creation" through the case of "Hokkaido Ballpark F Village," which is bringing transformation to the sports business.

Noriyuki Obuse

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2021/09/29

Creating a "New Normal": What are Suntory's initiatives that go beyond advertising?

How did Suntory's initiatives that go beyond advertising come about? We asked about the "3.11 That Day: Things That Helped Us List" and "table trip," a travel-themed meal kit service that turns home drinking during the pandemic into a special occasion.

Soichi Ono, Yukari Oka, Ayaka Taniguchi

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2021/08/04

"Sign DX" enables fans and celebrities to share moments of excitement.

Introducing "LIVE Sign."—a new autograph tool that allows handwritten signatures on video. It's a tool designed to enhance fan-player engagement, which has become more difficult during the pandemic. We discussed the background of its development, its specific features, and the new value it creates.

Shou Tomita, Teppei Yasubuchi

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2021/05/17

The N=1 Approach: How a Single "I Want This" Leads to Global Hits

What are the businesses and services born from just one person's idea of "I want something like this" or "This might have value"? We spoke with Mr. Nozaki and Ms. Hanatsumi of Smiles, who are successively realizing businesses based on the marketing concept "N=1".

Nozaki, Wataru, Momoe Hanatsumi, Suzuki Yuhi

Solving Future Challenges This Way by Future Creative Center[27]

Management/Business

2021/04/28

In an era of diversifying values, how can advertising respond?

Dentsu Inc.'s cross-functional creative organization, the Future Creative Center (FCC), is a group of over 70 individuals who support the creation of the future with creativity, going beyond the boundaries of advertising. Last year's Golden Week saw significant "fatigue from self-restraint" due to the state of emergency declaration. During this time, the message Doraemon delivered across Japan became a hot topic. We spoke with Sayaka Arimoto of Dentsu Inc. and Yohei Nemoto of Dentsu Public Relations about the background of this project and their approach to advertising communication.

Yohei Nemoto, Sayaka Arimoto

Solving Future Challenges This Way by Future Creative Center[27]

Marketing

2021/03/19

Co-Creation Marketing Seen Through Yukimi Daikufu

Dentsu Inc.'s cross-functional creative organization, the Future Creative Center (FCC), is a group that supports the creation of the future with creativity, going beyond the boundaries of advertising. This time, we focus on the "Yukimi Daikufu" campaign conducted in 2019 using the classic ice cream product "Yukimi Daifuku." How did this campaign, which used "running out of ideas" as its very premise, come to be? Lotte's brand manager for Yukimi Daifuku, Mr. Kohei Ando, and Dentsu FCC members Mr. Shunta Yoshikawa and Ms. Eriko Ishibashi, who worked on the project, look back on it.

Yoshikawa Hayata, Eriko Ishibashi, Ando Shuuhei

Solving Future Challenges This Way by Future Creative Center[27]

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