TBWA\HAKUHODO planned and produced the “WE ARE VIRUSES” project to promote hand washing among children by educating them on the correct knowledge of viruses.
Six viruses (COVID-19, influenza, Norovirus, Ebola, SARS, and Adenovirus) were visualized as characters so the nature and symptoms of these viruses could be easily understood by children. The age old question that parents through the generations have been asked, “Why do I have to wash my hands?” is answered with a fun song and animation of these characters.
In addition, little soap in the shape of these viruses called POCKET SOAP will be released in winter 2020. Through the virus-shaped soap, children can actually visualize and experience the virus disappearing from their hands. The soap is designed to disappear in 30 seconds, the recommended hand washing time. A clever design which is also very portable so you and your kids can wash your hands correctly, anywhere!
The all-new 4th-generation Elgrand makes a bold return with its first full model change in 16 years. This TVCM majestically heralds the comeback of the pioneer of premium minivans under the powerful message "ELGRAND IS BACK."
With its first packaging renewal in seven years, Häagen-Dazs introduces a new brand message: My Special One. The brand film captures the genuine moments and the uniquely Häagen-Dazs sense of rich happiness.
TBWA\HAKUHODO created this deeply unique animated music video referencing the central design concept for the Japan national soccer team uniform, “HORIZON.” Representing the unwavering determination of the Japan National Team and its fans, the "horizon" symbolizes FIFA World Cup™ victory. TBWA\HAKUHODO led the creative charge by partnering with globally renowned Japanese artist and vocalist, Ado to develop the music video for her song “Kira”, to tell this story.
"RADIO TIME MACHINE" is an AI device that generates radio-style audio content featuring news and hit songs from any chosen past year. Powered by a proprietary TBWA\HAKUHODO system combining text and voice generation AI, it is inspired by "reminiscence therapy"—a non-pharmacological approach to dementia care that uses past memories to stimulate cognitive function. Designed to support the elderly and foster intergenerational communication in a super-aging society, the device is currently being introduced to care facilities. We are also actively seeking development partners.