TBWA\Hakuhodo Japan starts business beyond advertising with the Mirai Nihon house
TBWA\Hakuhodo Japan has designed Mirai Nihon, a new kind of house in which technology and nature coexist with people to enable a 100% off-grid life.To make it happen, the agency collaborated with several companies providing new technologies and inventions that bring the concept to life, and then launched the house as a product available for purchase.
VIEW THE IDEA
The massive tsunami and earthquake that hit Japan on March 11, 2011,
altered our fundamental view of the world, bringing home to us the
realization that infrastructure is fragile and energy is never
guaranteed. Can we live without modern infrastructure? What will the
future of Japan be like in this regard?
TBWA\Hakuhodo initiated
Mirai Nihon in pursuit of answers to these questions by designing a new
living model for a future Japan. The goal is a "100% off-grid
lifestyle," in which we need not depend on existing life lines such as
electricity, gas, water, and telecommunications. Through this effort,
TBWA\Hakuhodo has created a house where technology and nature coexist
with people. To make the house a reality, TBWA\Hakuhodo developed a
platform to identify new technologies and inventions that have not yet
been commercialized.
TBWA\Hakuhodo first partnered with Nissan Motor Co. Ltd., then collaborated with about 20 companies to provide the new technologies that would make 100% off-grid life possible.
Aerohouse, designed by Solor Design Lab, is a portable wooden structure providing a physical platform for this project. A 100% electric car, the Nissan Leaf, is not just a transportation tool, but also a home power generator for the off-grid house. The HEMS system enables the house owner to monitor and control energy consumption through a single portable device. The Crystal valley water puriļ¬cation system provides safe water for the house. Some technologies were introduced by the Japanese Aerospace Exploration Agency (JAXA). All of the partners joined us for the purpose of designing a better future for Japan.
The MIRAI NIHON house is not only for individual homeowners but also for cities and villages all over the world, including disaster areas. The project will continue to innovate with new technology and applications, and develop the project as a standard-bearer for future of Japan and the world.
Credits: Executive Creative Director: Kazoo Sato. Team Leader: Mitsuru Takamatsu (Chief Strategic Officer). Core Members: Kazuhiro Ito (Assistant General Manager), Tomohito Oyobe (Management Planning Director).
TBWA\Hakuhodo initiated
Mirai Nihon in pursuit of answers to these questions by designing a new
living model for a future Japan. The goal is a "100% off-grid
lifestyle," in which we need not depend on existing life lines such as
electricity, gas, water, and telecommunications. Through this effort,
TBWA\Hakuhodo has created a house where technology and nature coexist
with people. To make the house a reality, TBWA\Hakuhodo developed a
platform to identify new technologies and inventions that have not yet
been commercialized.TBWA\Hakuhodo first partnered with Nissan Motor Co. Ltd., then collaborated with about 20 companies to provide the new technologies that would make 100% off-grid life possible.
Aerohouse, designed by Solor Design Lab, is a portable wooden structure providing a physical platform for this project. A 100% electric car, the Nissan Leaf, is not just a transportation tool, but also a home power generator for the off-grid house. The HEMS system enables the house owner to monitor and control energy consumption through a single portable device. The Crystal valley water puriļ¬cation system provides safe water for the house. Some technologies were introduced by the Japanese Aerospace Exploration Agency (JAXA). All of the partners joined us for the purpose of designing a better future for Japan.
The MIRAI NIHON house is not only for individual homeowners but also for cities and villages all over the world, including disaster areas. The project will continue to innovate with new technology and applications, and develop the project as a standard-bearer for future of Japan and the world.
Credits: Executive Creative Director: Kazoo Sato. Team Leader: Mitsuru Takamatsu (Chief Strategic Officer). Core Members: Kazuhiro Ito (Assistant General Manager), Tomohito Oyobe (Management Planning Director).
This has nothing to do with communications which makes this so absolutely brilliant. Well done TBWA for looking to innovate well beyond advertising.
Great idea, big thinking, a sure-fire winner at anything and everything it will be entered into (assuming there's no petty squabbling about "categories" and "what the hell is this???") and most importantly, the best CD name of the year outside of Hong Kong / China.
Kazoo-San, I salute you, sir, for this work.
A tree house in New Zealand - now a house near trees - pardon me for maybe thinking it's a little close?
Wonderful campaign for the world.