TOP NEWS
Hakuhodo Institute of Life and Living ASEAN commences full operations.

AWARDS

Works shown in bold contain images or movies.

AWARDS BY FESTIVAL

Cannes Lions International Festival of Creativity

Spikes Asia

New York Festivals

ADFEST

CLIO Awards

Times Asia-Pacific Advertising Awards

One Show

London International Awards

AD STARS

AWARDS BY YEAR

2014

2013

2012

2011

2010

2009

2008

2007

2006

2005

2004

2003

2002

2001

  • Bureau Kikuchi

    Kikuchi Naruyoshi: Jazz

    ADFEST 2014 Design – Silver

    One Show 2014 Design – Best of Show and Gold

  • Inakadate Village

    Aomori Prefecture, Rice Code

    Cannes Lions International Festival of Creativity 2014 PR – Gold
    Cannes Lions International Festival of Creativity 2014 Outdoor – Gold
    Cannes Lions International Festival of Creativity 2014 PR – Silver
    Cannes Lions International Festival of Creativity 2014 Branded Entertainment & Content – Bronze
    Cannes Lions International Festival of Creativity 2014 Media – Bronze

    ADFEST 2014 Media – Grande
    ADFEST 2014 – Lotus Roots
    ADFEST 2014 Direct – Gold
    ADFEST 2014 Promo – Silver
    ADFEST 2014 Outdoor – Silver
    ADFEST 2014 Direct – Bronze
    ADFEST 2014 Promo – Bronze

    One Show 2014 Design – Silver

  • Kirin Brewery Co., Ltd.

    Photogenic Beer

    Cannes Lions International Festival of Creativity 2014 Promo & Activation – Bronze

    ADFEST 2014 INNOVA – Grande
    ADFEST 2014 Direct – Grande
    ADFEST 2014 Promo (Merchandising/In-store Marketing) – Gold
    ADFEST 2014 Promo (Integrated Promo) – Gold

  • Lotte Co.

    Digital Lullaby

    ADFEST 2014 Mobile – Gold
    ADFEST 2014 Interactive – Silver

  • Mori Building Co.

    TOKYO CITY SYMPHONY

    ADFEST 2014 Promo – Gold
    ADFEST 2014 Interactive – Silver
    ADFEST 2014 Design – Silver
    ADFEST 2014 Design – Bronze
    ADFEST 2014 Outdoor – Bronze

  • Sunshine City Corporation

    Penguin Navi

    Cannes Lions International Festival of Creativity 2014 Design – Gold

    ADFEST 2014 Mobile – Silver
    ADFEST 2014 Design (Self-Promotion) – Bronze
    ADFEST 2014 Design (Broadcast/Motion/Digital Design) – Bronze

  • Adidas Japan K.K.

    THE HIGHEST GOAL

    ADFEST 2014 Promo – Silver
    ADFEST 2014 Direct – Bronze

  • Yahoo! JAPAN

    Hands on Search

    Cannes Lions International Festival of Creativity 2014 Design – Silver
    Cannes Lions International Festival of Creativity 2014 PR – Silver

    ADFEST 2014 Media – Silver
    ADFEST 2014 Direct – Bronze

  • UHA Mikakuto Co., Ltd.

    Gumi Guum ET Campaign

    ADFEST 2014 Media – Silver

  • Protoleaf Corporation

    THE SOIL RESTAURANT

    ADFEST 2014 Direct – Bronze

  • Coca-Cola (Japan) Company, Limited

    Splash Vending Machine

    ADFEST 2014 Direct – Bronze

  • Sanko Seika Co., Ltd.

    Beard

    ADFEST 2014 Film – Bronze

  • Intermestic Inc.

    Zoff Smart2: With Kids/ With Wrestlers

    ADFEST 2014 Film – Bronze

  • Google Inc.

    Google Zeitgeist 2013 Japan

    ADFEST 2014 Film – Bronze

  • COGOO-CLEAN CITY ORGANIZATION

    Saddle Blossoms

    Cannes Lions International Festival of Creativity 2014 PR – Silver

    ADFEST 2014 Outdoor – Bronze

  • Nissan Motor Co., Ltd.

    Mis-Take 1

    ADFEST 2014 Radio – Bronze

  • WWD Japan

    CITYSCAPE

    Cannes Lions International Festival of Creativity 2014 Outdoor – Gold

  • Suntory Business Expert Ltd.

    3D ON THE ROCKS

    Cannes Lions International Festival of Creativity 2014 Direct – Bronze

  • DMG Events Japan

    White Shadow

    Cannes Lions International Festival of Creativity 2014 Design – Bronze

  • Asabiraki Co., Ltd., Tomita Shuzo Inc.

    Cup Sake (Asabiraki, Shichihonyari)

    Cannes Lions International Festival of Creativity 2014 Design – Bronze

  • United Arrows Ltd.

    MARIONETTEBOT

    Cannes Lions International Festival of Creativity 2013 Promo & Activation – Bronze

    London International Awards 2013 The NEW - Bronze

    AD STARS 2013 Direct – Gold
    AD STARS 2013 Interactive – Silver
    AD STARS 2013 Outdoor – Silver

  • Sunshine City Corporation

    Penguin Navi

    Cannes Lions International Festival of Creativity 2014 Design – Gold

    ADFEST 2014 Mobile – Silver
    ADFEST 2014 Design (Self-Promotion) – Bronze
    ADFEST 2014 Design (Broadcast/Motion/Digital Design) – Bronze

    Cannes Lions International Festival of Creativity 2013 Mobile – Silver

  • Protoleaf Corporat

    THE SOIL RESTAURANT

    ADFEST 2014 Direct – Bronze

    Cannes Lions International Festival of Creativity 2013 PR – Bronze

  • Pokka Sapporo Food & Beverage Ltd.

    GEROCK-SPARKLING ROCK MUSIC

    AD STARS 2013 Branded Content – Silver

  • Nissan Motor Co., Ltd.

    VOICE DRIVER

    Cannes Lions International Festival of Creativity 2013 Outdoor – Bronze

    AD STARS 2013 Interactive – Gold
    AD STARS 2013 Mobile – Gold
    AD STARS 2013 Innovation – Bronze

  • Mori Building Co.

    TOKYO CITY SYMPHONY

    ADFEST 2014 Promo – Gold
    ADFEST 2014 Interactive – Silver
    ADFEST 2014 Design – Silver
    ADFEST 2014 Design – Bronze
    ADFEST 2014 Outdoor – Bronze

    Cannes Lions International Festival of Creativity 2013 Cyber – Silver

  • Lotte Co.

    Digital Lullaby

    Cannes Lions International Festival of Creativity 2013 Cyber – Bronze

  • Ikea Japan K.K.

    IKEA SUKIMA GALLERY

    AD STARS 2013 Outdoor – Silver

  • DMG Events Japan

    Magnetic World

    Cannes Lions International Festival of Creativity 2013 Design – Gold

    London International Awards 2013 Design Art Direction Campaign – Gold

  • Bureau Kikuchi

    Kikuchi Naruyoshi: Jazz

    ADFEST 2014 Design – Silver

    One Show 2014 Design – Best of Show and Gold

    Cannes Lions International Festival of Creativity 2013 Design – Gold

    London International Awards 2013 Design Poster Campaign – Silver

  • Berlitz Language Center Indonesia

    Afrochina, Indijap, Arabmerican

    Cannes Lions International Festival of Creativity 2013 Outdoor – Gold

    AD STARS 2013 Print – Bronze

  • Adobe Systems Japan

    Adobe & Digital Experience,
    Font Me

    AD STARS 2013 Interactive – Silver
    AD STARS 2013 Outdoor – Bronze

  • Adidas Japan K.K.

    THE HIGHEST GOAL

    ADFEST 2014 Promo – Silver
    ADFEST 2014 Direct – Bronze

    Cannes Lions International Festival of Creativity 2013 Media – Silver

    AD STARS 2013 Interactive – Silver
    AD STARS 2013 Mobile – Silver
    AD STARS 2013 Outdoor - Bronze

  • Google Inc.

    OK Go - All Is Not Lost -

    Cannes Lions International Festival of Creativity 2012 Cyber, Design, Film – Gold

    Spikes Asia 2012
    Film - Gold

    Scope of work

    Collaboration among Google, OK Go, a rock band from Chicago, and Pilobolus, a group of dancers known for creating human forms in silhouette. A message campaign featuring letters formed by OK Go members’ bodies.

  • Google Inc.

    Memories for the Future

    Cannes Lions International Festival of Creativity 2012 Promo & Activation - Silver

    Scope of work

    Google’s online campaign to archive those scenes online that were lost due to the Great East Japan Earthquake.

  • Google Inc.

    Google Chrome Hatsune Miku

    Cannes Lions International Festival of Creativity 2012 Branded Content & Entertainment - Silver

    Scope of work

    Google’s campaign to promote use of Hatsune Miku, its musical software, on Google Chrome for people around the world to create videos, CG, etc.

  • Panasonic CCTV / IT Comm

    Robber Fire Snatcher Thief

    Cannes Lions International Festival of Creativity 2012 Outdoor - Bronze

    Scope of work

    An ad that expressed with novel graphics the high performance of the advertiser’s security/surveillance camera.

  • Domino Pizza Japan Inc.

    Domino’s App

    Cannes Lions International Festival of Creativity 2011 Direct - Bronze

    Scope of work

    This app takes full advantage of GPS and allows someone to order a pizza anywhere, even on the go, from a mobile phone.

  • adidas Japan K.K.

    adidas SKY COMIC PROJECT

    Cannes Lions International Festival of Creativity 2011 Cyber – Bronze

    Scope of work

    In this campaign, supporters created immense comic strip panels to cheer on members of Team Japan on their way to the FIFA World Cup 2010 in South Africa. The huge panels were held high in the air so that the footballers could see them from their aircraft windows.

  • Sony Marketing (Japan) Inc.

    Sony Recycle Project JEANS

    Cannes Lions International Festival of Creativity 2010 Design – Silver

    Scope of work

    This was a novel ecological campaign where used Sony tarp ads were upcycled into the limited number of 120 one-of-a-kind pairs of jeans for sale.

  • NHK Enterprises, Inc.

    COTO-TAMA

    Cannes Lions International Festival of Creativity 2009 Design – Gold

    Scope of work

    This was a digital arts festival, in which users downloaded a COTO-TAMA widget from the advertiser’s website, made with Adobe AIR technology, and posted words (i.e., coto-tama) of their choice on the same website by using the widget. The words then turned into “living objects” and began moving, creating a piece of digital art.

  • Sony Marketing (Japan) Inc.

    Cam with me

    Cannes Lions International Festival of Creativity 2009 Cyber – Silver

    Scope of work

    In this campaign for Sony’s Handycam, a special website was opened where users were able to edit their own videos and share them on a social network. The posted videos were an excellent collection of depictions of a “slice of life.”

  • Shiseido Company, Limited

    Peace Mirror

    Cannes Lions International Festival of Creativity 2009 Direct – Silver

    Scope of work

    On the theme of the mirror, in which women look at their own facial skin, this campaign took full advantage of digital technologies and involved interlinked outdoor, mobile, and online media.

  • Panasonic Corporation

    Oxyride Manned Airplane Project

    Cannes Lions International Festival of Creativity 2007 Promotion – Winner

    Scope of work

    A TV commercial featuring recordings of a real-life project conducted jointly by Panasonic and Tokyo Institute of Technology students. The project involved verification tests for the world’s first manned flight of an Oxyride battery-powered aircraft. The recordings tracked the processes up to the successful conclusion of the project.

  • Tohato Inc.

    Tyrant Habanero ‘Loser’ Campaign

    Cannes Lions International Festival of Creativity 2006 Promotion – Winner

    Scope of work

    In this prize campaign marking the re-launch of Habanero, a super-spicy snack, an interactive online game was developed to attract young consumers who are no longer interested in normal campaigns. The contrarian idea of making all of those who applied winners of prizes, except one loser, generated major buzz.

  • Toyota Motor Corporation

    Humanity

    Cannes Lions International Festival of Creativity 2006 Film – Silver

    Scope of work

    This TV commercial portrayed the safety and reliability of Toyota products in a unique way. Car parts, such as seats, seatbelts and airbags, were represented by people to humorously describe the detailed services and the thorough hospitality that Toyota product have.

  • World Co., Ltd.

    A Fitting Advertisement (INDIVI)

    Cannes Lions International Festival of Creativity 2006 Media – Bronze

    Scope of work

    “A Fitting Advertisement” for Indivi, a fashion brand, was placed on the walls of an underground passage. This involved mirrors fully covering the walls, and actual items from the brand’s fall/winter collection were attached here and there to the mirrors at the right heights for passersby to see. Passersby were able to see themselves “trying on” the items without actually putting them on.

  • Ajinomoto Co., Inc.

    Frosty Window

    Cannes Lions International Festival of Creativity 2005 Media – Bronze

    Scope of work

    In this campaign for Knorr’s Cup Soup, stickers were placed on train windows that looked as if someone had fogged the panes with his breath and written “Knorr Cup Soup” with a finger—a design to communicate the welcome warmth of the soups in a straightforward way.

  • Panasonic Corporation

    Oxyride Manned Airplane Project

    Cannes International Advertising Festival 2007 Promotion – Winner

    Scope of work

    A TV commercial featuring recordings of a real-life project conducted jointly by Panasonic and Tokyo Institute of Technology students. The project involved verification tests for the world’s first manned flight of an Oxyride battery-powered aircraft. The recordings tracked the processes up to the successful conclusion of the project.

  • WWF (Japan)

    WWFI, WWFII, WWFIII

    Cannes Lions International Festival of Creativity 2003 Cyber – Gold

    One Show Interactive 2003 Banner Campagin - Gold

    Scope of work

    A banner ad using video images, was designed to be highly interactive: a click by the visitor started a smooth animation, and the visitor’s interaction led to unexpected page turns. Footage featured extinct animals, among others.

  • Panasonic Corporation

    A menu of lights

    Cannes Festival’s 50 Years of Grand Prix Awards 1982 Film Grand Prix – Special

    Scope of work

    This is a corporate ad on TV by Matsushita Electric (Panasonic Corporation today). The company had continued manufacturing lighting products under its brand name "National" for half a century. The ad showed the wide breadth of National’s products with intriguing technologies behind them in artistic video images.

  • Nissin Food Products

    "Moa" / "synthetoceras"

    Cannes Festival’s 50 Years of Grand Prix Awards 1983 Film Grand Prix – Special

    Scope of work

    A TV commercial campaign that comically depicted the chasing game between dinosaurs and men. With single-word copy, “Hungry?,” the commercial depicted the origin of human hunger. The director of this campaign became the first Japanese ad director to receive the Cannes Grand Prix.

  • Google Inc.

    OK Go - All Is Not Lost -

    Cannes Lions International Festival of Creativity 2012 Cyber, Design, Film – Gold

    Spikes Asia 2012 Film - Gold

    Scope of work

    Collaboration among Google, OK Go, a rock band from Chicago, and Pilobolus, a group of dancers known for creating human forms in silhouette. A message campaign featuring letters formed by OK Go members’ bodies.

  • Culture Convenience Club Co., Ltd.

    OTONA TSUTAYA

    Spikes Asia 2012 Film - Silver

    Scope of work

    A TV commercial presenting famous lines and scenes from movies in an accessible way. It evoked nostalgia in viewers.

  • K's JAPAN

    SMASH:
    Born to be Destroyed

    New York Festivals 2011 Collateral – Silver

    ADFEST 2011 Innova – Grand Prix

    Scope of work

    Taking note of guitarists’ hidden desire to destroy a guitar, we developed reusable “guitars for destroying.”

  • NEC Corporation

    Search the N Campaign

    New York Festivals 2006 Interactive Alternative Media – Bronze

    Scope of work

    A TV commercial campaign for the FOMA N902i, the mobile phone handset manufactured by NEC for NTT DoCoMo. A detective conveyed the appeal of the product to viewers while solving mysteries.

  • Mainichi Newspapers

    Who paint the sky?

    New York Festivals 2004 Guerilla Advertising – Grand Prix

    Scope of work

    In this campaign to raise awareness of global environmental issues, we pasted black “stains” on immense windows around the atrium on the 35th and 36th floors of the Marunouchi Building in Tokyo, expressing the expanding ozone holes in the atmosphere.

  • Japan Glass Bottle Association

    "Balloon" and "Breast"

    New York Festivals 2001 Poster – Grand Prix

    Scope of work

    A campaign featuring graphics designed to raise awareness of the evolution of glass bottles.

  • WWF

    Yo, Sinful Sushi

    New York Festivals 2001 Poster – Gold

    Scope of work

    This poster ad campaign for nature conservation featured sushi made of waste dumped into the ocean.

  • WWF

    Act Now

    New York Festivals 2001 Poster – Bronze

    Scope of work

    A poster ad campaign calling for immediate action to protect the earth.

  • K's JAPAN

    SMASH:
    Born to be Destroyed

    New York Festivals 2011 Collateral – Silver

    ADFEST 2011 Innova – Grand Prix

    Scope of work

    Taking note of guitarists’ hidden desire to destroy a guitar, we developed reusable “guitars for destroying.”

  • KITO

    KEYBOARD

    ADFEST 2011 Design (Product Design) – Bronze

    Scope of work

    A humorous TV commercial campaign featuring a fictional Thai sandal maker who fabricates keyboard-shaped sandals.

  • Sony Marketing (Japan) Inc.

    Color Tokyo !

    AdFest 2008 Innova – Innova

    Scope of work

    In this cross-media promotion for Sony’s BRAVIA TV series, a service was provided that allowed Internet users to “paint” the real-life Sony Building in any color they liked by remote control. The purpose was to have consumers experience “live colors,” Sony’s slogan.

  • Tohato Inc.

    Desperate entrance exam

    AdFest 2008 Cyber (Game) – Gold

    Scope of work

    In this prize campaign marking the re-launch of Habanero, a super-spicy snack, an interactive online game was developed to attract young consumers who are no longer interested in normal campaigns. Users who bought the product qualified to play the game, a design that generated major buzz. The theme was an “extremely selective entrance exam.”

  • Suntory Holdings Limited

    Fireman

    AdFest 2008 TV – Bronze

    Scope of work

    A TV commercial campaign for a tea drink developed by Suntory that helps to lower blood pressure. The commercial comically portrayed the fact that having hypertension is no fun.

  • Japan Committee for UNICEF

    Happy Birthday Download For ChildrenTM

    CLIO Awards 2010 Content & Contact –Silver

    Scope of work

    In this campaign, five famous artists asked the public to give donations to help lower the death rate among children aged 4 and younger.

  • Coca-Cola(Japan) Company, Limited

    Squeeze

    Times Asia-Pacific Advertising Awards 2008 Online – Gold

    Scope of work

    A banner ad for Minute Maid, a line of fruit juices. Its interactivity generated buzz.

  • Microsoft Japan Co., Ltd.

    The Handshake Company

    Times Asia-Pacific Advertising Awards 2008 Online – Gold

    Scope of work

    This project began as a branding campaign for MSN, Microsoft’s portal site. A fictional company, made up of blog parts and virtual spaces, was established, and users, treated as “trainee employees,” shook hands with others in order to be promoted. The purpose was to communicate the fun of using MSN.

  • Coca-Cola(Japan) Company, Limited

    Fanta: I wish it were true, Goats Attack My School, Photographer, Remote Control Teacher

    Times Asia-Pacific Advertising Awards 2006 TV – Gold

    Scope of work

    Mostly targeting teens, this campaign serialized the sort of situations that they would find interesting.

  • WWF (Japan)

    WWFI, WWFII, WWFIII

    Cannes Lions International Festival of Creativity 2003 Cyber – Gold

    One Show Interactive 2003 Banner Campagin - Gold

    Scope of work

    A banner ad using video images, was designed to be highly interactive: a click by the visitor started a smooth animation, and the visitor’s interaction led to unexpected page turns. Footage featured extinct animals, among others.

  • Coca-Cola(Japan) Company, Limited

    Fanta: The Weight check

    One Show 2002 TVC under 20sec Single – Gold

    Scope of work

    In this ad campaign narrowly targeting young consumers, using a 4-frame cartoon format, we created one TV commercial after another showing situations that would appeal to teens.

  • Coca-Cola(Japan) Company, Limited

    Fanta: "capture," "What Are You?“ and "Fanta Beam."

    One Show 2002 TVC under 20sec Campaign – Silver

    Scope of work

    In this ad campaign narrowly targeting young consumers, using a 4-frame cartoon format, we created one TV commercial after another showing situations that would appeal to teens.

GLOBAL NETWORK

JAPAN HEAD OFFICE

Akasaka Biz Tower, 5-3-1 Akasaka, Minato-ku,
Tokyo 107-6322

OTHER REGIONS
Delphys Hakuhodo Thailand Co., Ltd.

32nd Floor, Athnee Tower, 63 Wireless Road, Lumpini, Pathumwan, Bangkok 10330, Thailand

Spicy H Co., Ltd.

15th Floor, Rajapark Building., 163 Sukhumvit 21, North Klongtoey, Wattana, Bangkok 10110, Thailand

SPA-HAKUHODO Co., Ltd. www.spahakuhodo.com

5th Floor, Rajapark Building., 163 Sukhumvit 21, North Klongtoey, Wattana, Bangkok 10110, Thailand

Hakuhodo Bangkok Co., Ltd. www.hakuhodobangkok.com

16th Floor, Tonson Tower,900 Ploenchit Road, Lumpini,Pathumwan, Bangkok 10330, Thailand

Hakuhodo Asia Pacific Co., Ltd.

15th Floor, TonsonTower,900 Ploenchit Road, Lumpini,Pathumwan, Bangkok, 10330, Thailand

SOCIUS CO.,LTD.

15th Fl., Tonson Tower 900 Ploenchit Road, Lumpini, Pathumwan, Bangkok 10330

Hakuhodo Vietnam Co., Ltd.

5th Floor, Saigon Center, 65 Le Loi, District 1, Ho Chi Minh City, Vietnam

Hakuhodo & Saigon Advertising Co., Ltd.

10th Floor, Saigon Centre, 65 Le Loi Street, District 1, Ho Chi Minh City, Vietnam

People'n Rich-H Sdn. Bhd.

No.6,8&10, 3rd Floor, Plaza Damansara, Medan Setia 2, Bukit Damansara, 50490 Kuala Lumpur, Malaysia

Hakuhodo Malaysia Sdn. Bhd. http://hakuhodo.com.my

7th Floor, Bldg. A, Peremba Square, Saujana Resort, Section U2, 40150 Shah Alam, Selangor, Malaysia

Lunch Communications Sdn. Bhd.

7.3 Building A, Peremba Square, Saujana Resort, Section U2, 40150 Shah Alam, Selangor, Malaysia

Hakuhodo Communications Asia Pte. Ltd.

111 Somerset Road #12-01, TripleOne Somerset, Singapore 238164

Hakuhodo Communications Singapore Pte. Ltd.

111 Somerset Road #12-01, TripleOne Somerset, Singapore 238164

Hakuhodo Singapore Pte. Ltd.

111 Somerset Road #12-01, TripleOne Somerset, Singapore 238164

PT Hakuhodo Indonesia

Jl. Prapanca Raya 39, Kebayoran Baru, Jakarta Selatan, 12160, Indonesia

PT Harkat Fitrah Mahir (Hakuhodo Lotus)

Jl. Lamandau III No.5, Kebayoran Baru, Jakarta Selatan, 12160, Indonesia

WE ARE PEOPLE EXPERTS

Irfan Ramli (Indonesian)President Director
Hakuhodo Indonesia

Career:
After numerous years’ experience in the advertising industry, in 2003 he began leading Hakuhodo Indonesia, from scratch and within 9 years,
Additionally, as of 2008, Irfan holds the position as Chairman of the Indonesian Association of Advertising Agencies (IAAA) Jakarta Chapter.

Award Contribution:
For four consecutive years, 2007-2010, Hakuhodo Indonesia has successfully obtained and maintained position as a Top 5 Creative Agency based on the Indonesian Advertising Festival, Citra Pariwara*.

And finally in 2011 - 2012, we are able to achieve the ultimate position as Advertising Agency of the Year.

Hakuhodo’s works successfully winning various awards from international advertising festival such as Adfest and Cannes.

THE IMPOSSIBLE, POSSIBLE
For me, it is impossible to have a house without a good foundation. Especially when the house is built from zero. That foundation should get stronger with time.

  That's more or less how I started a business incorporated with Hakuhodo Worldwide. I was given the trust to built “my own house” and that was the time I had a thought that I have to build a strong/powerful foundation in order to survive my business. Since then I was known as a cowboy, a father or a brother to a number of my partners, friends and family.

  Along the way, having all those pitches that I won and the amount that I’ve lost was not so little too, I perfected my way of thinking on creating that strong foundation, by realizing that success doesn’t happen overnight. Not only 1 or 2, nor even 5 years, yet it took 10 years until this very day I can still feel the result.

  Every sweat that has fallen has given such tremendous achievement for the last 10 years. And the glorious moments finally arrived in 2011 and 2012 as Hakuhodo Indonesia was crowned as the best agency of the year for 2 consecutive years at Citra Pariwara, the highest appreciation among Indonesia’s top ad agencies. And I hope, it can bring value to Hakuhodo globally to be known well of our flag in region.

  All of this is a result none other than the foundation of my house/company that has strengthened. It is the foundation of my fellow team members from directors to drivers and even to the postmen who deliver letters of approval or advertising materials. Without cooperation and discipline, we will not be able to be the agency of the year for two years consecutively.

  At the end of the day, as I enjoy my favorite cup of delicious coffee, I continuously remind myself that success is not instant. Success exists from quality that has been perfected and proven through time.

Dinesh Sandhu (Malaysian)Regional Director, Media – South East Asia
Hakuhodo Communications Asia, Singapore

Career:
Joined Hakuhodo from Havas Digital in 2012
Management and Business Development roles at TBWA\, JWT & Starcom Mediavest Singapore,
McCann Erickson and Agenda/Wunderman Malaysia.

Award Contribution:
One Show, Cannes, D&AD, Clios, Spikes, Creative Circle Awards, Kancils

ADAPTABILITY
Over the last 20 years, I’ve witnessed the evolution of marketing and communications in my various roles at an APAC and SEA level. Account handler, business development, strategic planning, digital doyen are among the many hats I’ve worn and continue to wear.

The APAC region is a complex consumer landscape with diverse languages, customs, religions, races and cultural nuances. This coupled with the explosion of technology, devices and increased prosperity has created a marketing environment that is daunting, yet awash with opportunity. As technology becomes increasingly entrenched in the manner in which we approach marketing communications and consumer behavior, a keen appreciation of the fundamental principles of information gathering and insights unearthing is key. This will enable marketers and communication specialists to work their magic in an unfettered and inspired manner.

My motivation is to put the consumer piece in the centre coupled with digital. By doing this, we are able to drive all communications that are rooted deeply in insight about the consumer, brand, category and media. The ability to erase imaginary lines around communication architecture and integrate the building blocks are keys to Hakuhodo’s success as a People Expert. It is my mission to enable and ensure that we achieve this through every brief, however small or large.

My ability to challenge the norm, disrupt the process and ignite the strategic journey without parameters is a key ingredient to our success.

Goro Hokari (Japanese)Institute Director
Hakuhodo Insitute of Life and Living ASEAN
Kentaro Kimura (Japanese)Co-CEO, Executive Creative Director & Account Planner Hakuhodo Kettle, Tokyo

Career:
In 2006 he established Hakuhodo Kettle—a creative agency that plans and implements innovative new campaigns that often exceed ordinary advertising methods—where he continues “boiling the world” by “boiling ideas” and serving them to his clients.

He was a member of the jury for Promo Lion at Cannes, Executive Jury at New York festivals, Outdoor at ADFEST, Film, Integrated, and Digital in London International, Film in Clio, Film, Print, radio, and Outdoor at Spikes Asia, Innovation and Integrated Grand Jury at New York Festivals.

Award Contribution:
Kimura’s list of recognitions include Yellow Pencil at D & AD, Gold at CLIO, Silver at Cannes, 2 Grande Lotus at Adfest, Grand Prix at NY Festival, Gold at New York ADC, Gold at London International, Gold at Asia SPIKES , and Grand Grand Prix at Adsters, etc.

BREAKTHROUGH EXPERTS
To shift the world, break down stereotypes

I used to backpack. As a student, I spent a year traveling the world, and I continued working and traveling right up till I established Hakuhodo Kettle. This taught me firsthand how language, culture and even perceptions change when you cross borders. This made me realize that things that I had taken for granted before as basic truths were actually nothing more than my own pre-conceptions. It went well beyond that, too: coming into contact with other values changed me from the person I was the day before. It dawned on me that people who have such experiences are happier for it.

I think the same is true of the ability to properly execute advertising and communication. When you succeed in presenting appealing values about a product, category, company or society that turn stereotypes on their head, you can actually feel the world shift on its axis. There are many extraordinary campaigns I’ve worked on that have turned received wisdom on its head. They required a great deal of vision, but the tougher the challenge, the higher you fly when you finally break through. The same applies in life as in work. The fear you feel when you take on a new challenge is a barometer for the joy you will feel when you succeed.

Setting the world aboil with ideas

Seven years ago I established a company called Hakuhodo Kettle. I chose the name Kettle, because I wanted to bubble up ideas that set the world aboil. If you ask me how I hoped to set the world aboil, one keyword would be borders.

Hakuhodo Kettle’s concept is method neutral. In my experience, work may break through for any of a number of reasons. It could be the strategy, it might be the creative, or the PR or digital efforts, or something besides the advertising. We cannot know which will push the sweet spot in people’s emotions, so why not consider them all and find out which is most effective? That’s why we at Kettle all work together at one table regardless of job title, and without sectioning up the work. It’s not always easy, but breakthroughs that bring real solutions to client challenges seem to bubble up much more easily this way.

Journeying to and fro between forest and city

I have two titles: Creative Director, or creator of advertising creative; and Account Planner, or creator of strategies. The reason is that the work of creating communication hovers around the border between the unconscious and the conscious. This is what makes it so interesting. People move when you reveal the psychology and desires buried in their unconscious minds and give shape to them with words and visuals. So I go backwards and forwards between emotions and reason, art and science, and ideas and logic. It is almost as if I am journeying back and forth between the peculiar, shifting “forest” of the mind and the digitized, information-oriented “city” every day.

Hovering about the border between worlds, whether between the real and the cyber, news and advertising, the human body and technology is, quite simply, fascinating.

Kitti Chambundabongse (Thai)Chairman / CEO
Spa-Hakuhodo, Thailand

Career:
Spa Advertising : Chairman & CEO
SSC & B Lintas Worldwide, Bangkok : Joint Managing Director
SSC & B Lintas Worldwide, Hong Kong : Director of Client Service.

PEOPLE EXPERT
Having been in this “people business” such as advertising for a long time. I have witnessed changes happening all over the world that affect our ways of working that as a leader managing people, I realized that the today and tomorrow, without knowing people well, management in the old ways will not be effective anymore.

We as a leader have to be the people expert in two dimensions. One is the group of our people who manage and work in our companies, be it management, people who manage client, relationship and manage the usage of data of our targeted consumers. The other one is those who walk the streets, watch our TVC, see our ads, post on social networks, they have become very powerful in their own way in creating the network that can rock the government, launch consumer protest about bad products and bad communications, messages. They even become the creator of our creative world. These groups become very elusive, hard to catch and persuaded. These days, technology, technique and designs makes the difference in our advertising creative and media in the art of persuading people or consumers.

Around the world we witness the changes in consumers lifestyle and behavior from all age groups which prompted us management to really know the insight of our people well to manage them, whereby, they in turn will have the formidable task of utilizing skills, technologies and techniques and know how to be the people expert in strategic planning, creativity and media. We in Thailand believe in the philosophy of ‘Su-ket-su-sha’ and the sharing of knowledge in being human expert to create our clients brands and products People expert knowledge and discipline give us the insight into so many types of characters and lifestyle in-depth. The in-depth findings will enable us to see the true target group character and show us way to analyze the strategy of how to reach them in more accurate manner.

People expert knowledge and experiences in both management point of view and consumers point of view will give our group of companies the edges to build “good people expert teams” and good consumers base data where successful campaigns platform are built upon from strategy to creative concept, executions and media.

Woon Hoh (Malaysian)Regional Executive Creative Director
Hakuhodo Asia Pacific, Thailand

Award contribution:
Cannes, One Show, LIA, New York Festivals, AWARDS Australia, ADFEST, Spikes

SWEAT THE SMALL STUFF

Recently, I read a story of Michelangelo, the famous renaissance artist. One day he was busy sculpting a marble figure as a friend watched. Later his friend went away for a while. When he returned he told Michelangelo, “I see you haven’t worked on the sculpture.” To which the great artist replied, “On the contrary, I have been working on it conscientiously since you left. Perplexed, his friend then asked, “How can that be so?” Michelangelo replied, “I’ve straightened a line here, softened the lip there, defined the muscles more, polished this and accented that.” His friend then replied with great frustration, “But those are trifles!” “Ah, “ countered Michelangelo. “Trifles make perfection, and perfection is no trifle.”

What is the point of that story?

As Regional Executive Creative Director it is my job to notice the small things; seemingly insignificant things that others may overlook. Big things are easy to spot. You can’t miss a wrong concept, wrong insight, or even a bad attitude. But, I believe, it is always the little things that stumble us. Those trifles that we don’t pay attention to that hold us back from achieving our best.

When I assess creativity, it is not perfection that I am looking for. Instead, I look for that small thing that could make a good idea great. Conversely, that overlooked little detail could turn something good into a piece of mediocrity.

It is in every creative person’s DNA to want to win awards. We thrive on it. It is our way of knowing that we have created something of worth. But too often we miss out because we lack the discipline to work out the kinks in the details.

I apply the same principle to people. All I need to see is just a tiny spark or a germ of creativity to know what potential creative excellence lies in a person. There are some telltale signs: For example, if I find a young creative is as enthusiastic about creating work for what we like to term as a “mundane” and “uninteresting” account as he is for the more high profile ones, then I know that advertising person will go on to do greater things. I look for creative people who will spend the time to find just the right expression for the work, whether it is that elusive perfect word or typeface or font size.

How many people have missed growing their own skills by taking short cuts?
How often have I heard creative people say, “No one will notice.”  Or “Never mind, it’s not important.” Or the classic, “I don’t have time.”

I work with people to bring out the best they have to give. That’s why I don’t accept excuses. I help them develop their thinking, hone their crafting and sand away any rough edges. As time goes by, they will, in turn, be able to see the small things themselves and work on it to achieve perfection.

To achieve great things in people, I always start by looking at the little things.
It is the small things that make up the big picture.

Covers 36 major cities in the world

Covered cities:23 cities in Asia and Oceania Hong Kong, Taiwan (Taipei), China (Beijing, Shanghai, Guangzhou, Wuhan, Chengdu,
Shenyang, Dalian, Fuzhou, Hangzhou, Ningbo, Xi’an), Malaysia (Kuala Lumpur), Singapore,
South Korea (Seoul), Thailand (Bangkok), The Philippines (Metro Manila), Indonesia (Jakarta),
Vietnam (Ho Chi Minh), India (Delhi/Mumbai), Australia (Sydney)

11 cities in Europe and the Americas US (New York, Los Angeles, Chicago)
UK (London), France (Paris), Germany (Berlin, Frankfurt), Italy (Milan),
Spain (Madrid), Russia (Moscow)Brazil (São Paulo)

2 cities in Japan Tokyo, Osaka

TARGETMen and women between 15 and 54
In Asia and Central and South America,
the surveys target the middle and upper
classes of each city (50–90 percent of
the urban population).
In Europe and the United States, people
below the poverty line were not included.

PERIODEvery year. May – August. METHODSample sizes are set in five-year age cohorts of each sex.
Asia and China: Individual face-to-face (individual interviews in Hong Kong,
Taipei, and Seoul were held at special meeting venues)
Europe and the Americas: individual interviews conducted at home or at special
meeting venues — questionnaires filled out by subject at home or mailed in
ITEMSDemographics and Lifestyles
-Demographics -Lifestyles -Environmental awareness
-Media/information contact -Purchasing -Hobbies -Sports
-Ownership of durable goods -Category perceptions -Travel
-Daily Life (Indonesia,Vietnam) -Fixed point survey on the
PRODUCTS/SERVICES-Passenger cars -Motorcycles -Tires -Audio/video products -Home appliances
-Computers and printers -Mobile phones/ smartphone -Digital cameras/single-lens
-Copiers and office equipment -TV games -Beer -Non-alcoholic beverages
-Food products (instant food, snacks) -Cosmetics -Personal care products
-Shampoo -Sanitary products, paper diapers -Insurance -Credit cards
-Convenience stores -Airlines

Global HABIT is a database and single-source survey that Hakuhodo’s R&D Division has conducted every year since 2000 in 36 leading cities around the world. With the surveys focusing on the middle and upper classes in each city — i.e., the demographic segments driving market growth, the Global HABIT database is an extremely valuable reference for global marketing.

THE SINGLE-SOURCE DATA ADVANTAGE

Hakuhodo Institute of Life and Living ASEAN

Institute Director
Goro Hokari


Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) is established in March 2014.
HILL ASEAN focus on studying “sei-katsu-sha” - “People who live” in Japanese.
(“sei-katsu-sha Insight” is one of the Hakuhodo’s philosophy which is the way to see people holistically not only from consumers point of view.) HILL ASEAN is aiming to contribute to society by understanding new
sei-katsu-sha perspectives and values.

About Hakuhodo Institute of life and Living (HILL)

News Release
   -Hakuhodo Institute of Life and Living ASEAN commences operations. (July 02,2014)

What HILL ASEAN do?The research work in ASEAN countries

One specific research project being undertaken is a fixed-point survey, named Seikatsu Teiten Survey, in six ASEAN cities (Bangkok, Jakarta, Singapore, Ho Chi Minh City, Kuala Lumpur, and Manila) that is a localized version of the Seikatsu Teiten Survey conducted by the Hakuhodo Institute of Life and Living in Japan. This survey will monitor changing attitudes and values among the ASEAN region’s sei-katsu-sha. Hakuhodo Group personnel based in all six ASEAN countries have been enlisted to take part and visit sei-katsu-sha to ask them questions in the comfort of their homes.

Survey design

-   Consists of 1,003 questions based on the Seikatsu Teiten Survey conducted for over 20 years in Japan (665 being the same as in the Japanese survey and 338 ASEAN-specific).
-   Singapore, Kuala Lumpur, Bangkok, Jakarta, Manila, and Ho Chi Minh City
-   5,400 respondents (900 males and females aged 15-59 in each city)
-   Subjects are distributed by five-year age/sex cohort and SEC (A-D) according to percentage of population.
-   Subjects are interviewed in their homes.
-   The survey was first conducted from 9 December 2013 to 12 January 2014 and is to be repeated every odd-numbered year so as to trace patterns over time.
Contact Us Hakuhodo Institute of Life and Living(HILL) Hakuhodo Institute of Life and Living Shanghai

About Hakuhodo Institute of Life and Living Hakuhodo Institute of Life and Living (HILL) was established in 1981 as a flagship organ of Hakuhodo, an advertising company that advocates the concept of “sei-katsu-sha” (consumers as real, living people, not mere statistics).

It goes without saying that Hakuhodo, as an experienced player in marketing and communication, is constantly striving to find solutions to its clients’ problems. Solving these diverse and highly individual problems depends on the vector of sei-katsu-sha, i.e. monitoring the latest trends in consumer lifestyles.

All consumer needs – food, housing, leisure, access to information – move in line with larger social trends. With this concept in mind, the Hakuhodo Institute of Life and Living conducts research to glean consumer and social trends from a holistic viewpoint, reaching beyond the limits of markets or sectors.

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