“Material Meets Creative Team”: TBWA\HAKUHODO Creative Team participates in the BRAIN X Mitsui Chemicals Magazine Project

01 March 2016

The TBWA\HAKUHODO team led by Kazoo Sato took part in the “Material Meets Creative Team,” which is a series of joint magazine projects sponsored by monthly magazine BRAIN and Mitsui Chemicals, Inc.

The “Material Meets Creative Team” is a collaborate effort involving different creatives each time, working on projects to convey “the charm of materials” from brand new perspectives that are both easy to understand and combine creative ideas with materials by Mitsui Chemicals.

TBWA\HAKUHODO participated in the second project of this series and proposed a novel supplement package called “FASTAID*”. This came about through a collaboration with our creative team and Lock & Peel®, a material manufactured by DuPont-Mitsui Polychemicals Co., Ltd.

Water and nutritional ingredients are separated into two sections of the same package. Squeezing the “FASTAID” tightly mixes the two sections inside the package, allowing both children and the elderly easy to nuturition while enjoying the mixing process.

The idea for the product and concept background has just been published on a special website and the March 1 issue of BRAIN.

Special website: click here

BRAIN Magazine: click here

*The name FASTAID is the prototype name used in a collaboration project developed with “BRAIN Magazine.” The name is subject to change at the time of launch.


◆Lock & Peel™

DuPont-Mitsui Polychemicals Co., Ltd.’s new material “Lock & Peel™“ resin can be used as a permanent seal or easy-peel seal by heat sealing at different temperatures. The ability to have two sealing conditions in one material opens up countless possibilities to pack different contents in one package.

Lock & Peel™ makes it possible to preserve and carry more than 2 contents in one package and mix them together in one-step when necessary.

The new package using Lock & Peel™ will also extend expiration dates, improve user-friendliness, and offer a new customer experience.

The new idea has already attracted attention as a solution in reducing food loss and as a universal design concept.