#hakuhodo

[pink-octopede64]

コアラボーイコッキィ (Koala Boy Kokki) - Animage September 1984

[madstars-festival]

[WINNER INTERVIEW] THE MAKING OF A GRAND PRIX OF THE YEAR WINNER

Last year, 20,282 entries from 63 countries were submitted to the MAD STARS. Among the 788 winning works, 'SHELLMET' by TBWA\Hakuhodo was selected as the Grand Prix of the Year, in the PSA category.

SHELLMET is a combination of shell and helmet and is an upcycled helmet developed by the town of Sarufutsu in Hokkaido, Japan, and plastic manufacturer Koushi Chemical Industry Co., Ltd.

The town of Sarufutsu, one of the scallop-producing areas in Hokkaido, Japan, exports about 40,000 tons of scallops every year, but at the same time, 40,000 tons of shells are being discarded as marine debris. When the export of shells was suspended in 2021, the town suffered from soil pollution and odors as the shells were left behind.

TBWA\Hakuhodo and Koushi Chemical Industry Co., Ltd. stepped in to solve this problem by creating a durable new material from scallop shells and recycled plastic and repurposing them into helmets.

What was the story behind the creation of the shells, connecting the common essence of shells and helmets to protect against external impacts?

We caught up with Takahiro Hosoda, chief creative officer at TBWA\Hakuhodo, who led the campaign, to find out!

Q. Where did the idea for SHELLMET come from? 

A: It was about three years ago. A company called Koushi Chemical Industry tweeted about a new technology. It had developed technology with which eggshells could be transformed into plastic.  An art director on my team noticed this and started imagining potential creative applications. We discussed this as a team, and one member remembered a story about seashell waste build-up affecting areas of Hokkaido in northern Japan. We thought that if we could leverage this technology and make plastic from these waste seashells, we could turn them into a valuable resource. That was the germination of the idea that would become SHELLMET.  

Q. What were the challenges in getting it from idea to product?

A: The biggest issue was the "Strength" of the plastic material itself. We were birthing a product that is meant to protect human lives so there was no room for any compromise on safety. We collaborated with university-level researchers and tested them over and over.  

Q. Were there any “Godsends” that helped to make it easier? 

A: Actually, the godsend was the design of SHELLMET. We mimicked the rib structure found on actual scallop shells, initially as a visual nod to the source material from which SHELLMET is made. However, it turned out that this very design, the rib structure, gave SHELLMET the extra strength and durability that make it so viable as a product.    There was some discussion about the cost implications of this design initially, but by pursuing this design, we achieved 30% more strength compared to ordinary plastic helmets.    

Q. After the campaign, what will happen to SHELLMET? What are its plans? 

A: SHELLMET will not end with a single campaign. We want to take this new product and new material and make it a viable choice worldwide. 

Firstly, we want to spread SHELLMET the product, throughout the world. We’ve already managed to make SHELLMET the official safety helmet for the 2025 Osaka Expo, and we are getting many orders from factories across Japan choosing to use SHELLMET to protect their employees.  

SHELLMET can be used to protect the lives of cyclists and can become the emergency protective gear of choice for all businesses, schools, and government facilities across the world. We’ve only scratched the surface and we intend to take it as far as we can.  

Secondly, we want to expand the usage of the material from which SHELLMET is made. The material has so many potential applications like smartphone cases, earphone cases, or suitcases to name just a few. We are already being approached by many businesses and we are excitedly exploring future applications.  

Q. What do you think are the criteria for great creative work? What helps you to make your work, and the work of your agency creative? 

A: Firstly, to move people with ideas they’ve never seen. This is the essence of good creativity, and this does not change. However, great creative work in our times must also satisfy three important criteria. Namely the brand, the user, and society itself.   Most traditional creative briefs are focused solely on brand profit and benefit.  

We make a point of exploring these questions always:   “How can we make the customer happier?” “How can we benefit society and bring meaningful change?”  

Secondly, expand your thinking and vision through questioning, which will help you create a bigger, more impactful, and meaningful idea. This will, in turn, will help the brand reap even greater benefits.  

Q. What does it mean to you and your agency to have won the award at MAD STARS? 

A: To me, this trophy is not a symbol of what we’ve achieved. It is a symbol that orients us toward the future, telling us to do more.  

We’re going “madder” than ever before and will continue to create meaningful changes for society. We thank all members involved in MAD STARS for this great honor. From the bottom of our hearts!  

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Who will take home this year's Grand Prix of the Year? It could be you at MAD STARS 2024!

The 1st entry deadline (Early Bird) is approaching fast – May 10th.

Share your innovative solutions in Marketing, Advertising, or Digital content, and be a part of changing the world!

Let your ideas shine bright at MAD STARS 2024.

Submit your idea 👉🏻 www.madstars.org

[shrutins]

Helmets from Scallop Shells

Crystal Planet - Helmets from Scallop Shells

A lot of you probably love scallops?! [controls drool]. Now, imagine scallop shells that are thrown away after we’ve had the good stuff. Then, imagine 40000 tons of scallop shells thrown away! That is the quantity of discarded scallop shells the island of Hokkaido in Japan sees each year! Just left there, the shells would contaminate the soil. So a creative team from TBWA\Hakuhodo and an…

[abitcoquettish]

Things I Would Buy

Things I Would Buy, (Luxury) Wishlist Edition

The holiday 2022 wishlist, luxury edition. Dion Lee Composite Lace Interlock Dress, $1411 Like everyone else, Wednesday has been a source of mood and style inspiration. Jenna Ortega’s portrayal of our favorite morbid goth girl has flooded our feeds, her all-black ensembles (characterized by a statement neckline and punctuated with chunky black shoes—Prada Monoliths, to be exact) a welcome shift…

[makeupccelinnes]

natural makeup brushes

[haveyouseenthismovie-poll]

[Note: This poll is a re-do of an older poll, as the original poll received less than 2,000 votes.]

[sakurafigures]

♡ Roxy Migurdia (Jobless Reincarnation) - Hakuhodo DY

[my-anime-goods]

Mushoku Tensei II: Isekai Ittara Honki Dasu (Mushoku Tensei: Jobless Reincarnation Season 2) - Roxy Migurdia Wedding Swimsuit Figure by Hakuhodo DY Music & Pictures Inc. Release: January 2025

[thefigureresource]

Roxy Migurdia : Wedding Swimsuit [Jobless Reincarnation Season 2] 1/7 scale from Hakuhodo DY Music & Pictures coming January 2025.

[perceptemc]

Throwing it back to the charm of an old Wagon R Ad, conceptualized by Hakuhodo Percept! 🚗 Relive moments when innovation and style seamlessly merged on the road. Here's to reviving nostalgic road trips inspired by the creativity of Hakuhodo Percept! #Throwback #WagonR #HakuhodoPercept

[scooplery]

omg so your eyeshadow is always BALLER please share your secrets. do you use primer? have brush opinions? favorite brands?

OMG YES i love talking about makeup. just ftr I used to work at Ulta and part of the dress code was a FULL face of makeup so i got good cause it was literlaly my job. ok

yes I use the Smashbox eye primer in the silver tube, it's been my holy grail primer for years, it's GOOD and worth the money. after i prime i let it set for a sec and then i set it with translucent powder. then i apply my shadows on top of the translucent powder (my fav rn is the Laura Mercier one in the sephora birthday gift last year lol)

I have a billion brushes from many brands but my go to is Real Techniques cause they're cheep and readily available at drugstores. they're soft! my rich person dream is to have a full set of Hakuhodo brushes tho. theyre insane.

if u are just getting started with eyeshadow i really recommend Colourpop; they have a palette for every occasion and they're super affordable and their formula is nice and soft and blendable.

THANKS FOR LETTING ME INFODUMP ABT MAKEUP!!!!! SEND ME MORE MAKEUP QUESTIONS IF U FEEL LIKE IT :3

[animemakeblog]

“Teogonia” The Light Novel For Gets TV Anime Adaptation

Hakuhodo DY Music & Pictures unveiled a teaser image on the official website for the television anime adaptation of Tsukasa Tanimai's Teogonia light novel.

[ghostlyerlkonig]

Hayao Miyazaki's Director's Note from the Nausicaä of the Valley of the Wind steel book

"For several years, I have proposed making 'films that give a sense of liberation to the minds of present-day young people whose path toward independence is blocked and who are neurotic due to overprotectiveness, within the suffocating confines of our managed society.' But they have not borne fruit. So I put those feelings into a comic I began to draw in the monthly Animage.

Nausicaä of the Valley of the Wind is a story set on earth during the twilight era of humanity. Its heroine is a girl who is led to gaze farther and farther into the distance while she is pulled into the conflict among humans. But that doesn't mean I will depict the conflicts themselves. An important theme is the relationship of humans to nature, which surrounds humans, and on which they are dependent. Can hope be found even in this twilight era? If we are to seek hope, what point of view do we need to have? I expected to gradually make this issue clear as I drew the series I thought would continue for many more years. As the original comic was not drawn under the assumption that it would be turned into an animated film, when the idea for animation came up, I was frankly concerned. A strong feeling rose up in me that I would like to go ahead and try if I could treat the themes I mentioned above.

I would like to express my gratitude to Tokuma Shoten publishing and Hakuhodo for giving me the chance to make this film. Confronting my original story with humility, I think 1 fulfilled my intention of making a film that people who have not read any of the original story can enjoy."

June 20, 1983

Hayao Miyazaki

[madstars-festival]

Chow Kok Keong, CCO Innocean Indonesia at MAD STARS: The Secret To Winning the International Awards

Chow Kok Keong (KK), chief creative officer of Innocean Indonesia, has been ranked #1 creative in Indonesia for four consecutive years. He has won awards at all the major international awards and judged at most of them. He joined Innocean as CCO in July last year, leaving his role as regional ECD at Hakuhodo to do so.

KK added his creative expertise to the final jury at MAD STARS this year, where he says, he “sought simplicity and freshness in both the idea and execution, as I believe the best communication should be simple and easy to engage with.”

For success in the industry, he adds, “Staying relevant is key. Consumer behaviour and media consumption habits constantly change, therefore, communication campaigns must be aligned with today's trends and insights.”

For creatives on their way up, he advises, “My expectation is simple. Come out of your comfort zone. Never settle for what you consider ‘good enough’. Always question whether the idea can be pushed further and whether it stands out from what competitors are doing in the market.”

KK was thrilled to see Asian campaigns perform well against other big-player countries at MAD STARS this year and was proud to see those good enough to compete on the global stage.

Two stood out, in particular for him. Two that he wishes he had been part of. They are:

Unbranded Menu (Agency: Leo Burnett Group Manila / Advertisers: McDonald's)

Unbranded Menu by Leo Burnett Group Manila for McDonald’s Philippines, which was one of the two Grands Prix of the Year at MAD STARS. Among its awards were 3 Golds - in Social & Influencer, Strategy and Media - and a Grand Prix in brand experience and activation.

2. Newspapers Inside The Newspaper (Agency: Impact BBDO / Advertisers: An Nahar newspaper)

Newspapers Inside The Newspaper by Impact BBDO for An Nahar newspaper, whose collection of 8 awards included 2 Golds - in Print and Media.