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Masatoshi Usami
Artistic directorTBWAHakuhodoJapan
Masatoshi Usami believes that if the primary impression or response to any concept or a creation is a bewildered ‘no method!’, then the work presumably has the DNA to chop via the litter. It’s this distinctive method to bringing the sudden into artistic conversations and ideation processes, that’s enabled Usami and his crew to discover the identical stage of curiosity and questioning in each dialogue.
By no means one to take a seat and wait, Usami has all the time pushed ahead, in search of alternatives to create affect for his purchasers. He was a pacesetter within the creation crew 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 affect discarded scallop shells had on Japan’s largest scallop-catching village, Shellmet received 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 revenue supply for them through the pandemic.
Extra lately, in Could 2023, he launched Diversushi, a brand new eating expertise, which transforms visually impaired folks’s nervousness about consuming exterior into pleasure. Diversushi is a bite-sized dish impressed by sushi, which might be tasted instantly from the hand and eaten in a single chew, 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 method 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 instructional programs on advertising communications. He additionally teaches instructional programs for job-seeking college students, conveying the potential of promoting creativity via varied case research and private experiences. Usami was additionally chosen as a medalist for the Japan Promoting Companies Affiliation (JAAA) Creator of the 12 months 2022, one among 9 chosen yearly.
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