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Masatoshi Usami
Artistic director
TBWAHakuhodo
Japan
Masatoshi Usami believes that if the primary impression or response to any concept or a creation is a bewildered ‘no manner!’, then the work presumably has the DNA to chop by the litter. It’s this distinctive method to bringing the surprising into inventive conversations and ideation processes, that’s enabled Usami and his workforce to discover the identical degree of curiosity and questioning in each dialogue.
By no means one to take a seat and wait, Usami has at all times pushed ahead, searching for alternatives to create influence for his shoppers. He was a pacesetter within the creation workforce for Shellmet, which transforms discarded scallop shells into a brand new useful resource Shellstic®︎: A shell-shaped helmet. Starting purely from his ardour to do significant work after discovering the influence discarded scallop shells had on Japan’s largest scallop-catching village, Shellmet gained Japan’s first Gold Innovation Lion at Cannes Lions, and created a brand new enterprise mannequin and income sharing avenue for the company. However extra importantly, it tackled the issue of ocean waste and guarded the fishermen by producing a brand new earnings supply for them throughout the pandemic.
Extra just lately, in Could 2023, he launched Diversushi, a brand new eating expertise, which transforms visually impaired folks’s anxiousness about consuming outdoors into pleasure. Diversushi is a bite-sized dish impressed by sushi, which could be tasted instantly from the hand and eaten in a single chunk, taking away the stress of utilizing cutlery. He’s additionally organised tasting occasions and launched recipes to ensure that eating places to undertake this inclusive manner of consuming.
These are simply two examples of Usami’s creativity which have challenged the standard boundaries of promoting, pushing to each shield folks and the planet for a stronger future.
Exterior of his direct work, Usami teaches a course on “Designing Social Affect” at Sendenkaigi, Japan’s largest supplier of academic programs on advertising communications. He additionally teaches academic programs for job-seeking college students, conveying the potential of promoting creativity by numerous case research and private experiences. Usami was additionally chosen as a medalist for the Japan Promoting Businesses Affiliation (JAAA) Creator of the Yr 2022, one among 9 chosen yearly.
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