「アイデアとクリエイティビティで経営革新」 博報堂が佐藤夏生氏率いる新会社設立

博報堂から、クリエイティビティを武器に企業の経営革新・事業革新を行う新会社「HAKUHODO THE DAY」が設立された。



代表取締役社長に就任したのは、博報堂のクリエイティブ・ディレクター佐藤夏生氏。これまでに新潮文庫「ワタシの一行」やYouTubeで250万回再生されたメルセデスベンツ「NEXT A-Class」オリジナルアニメーション、またZoffの画期的なオフィスデザインを手がけてきた人物だ。


昨今ではWEB、ソーシャルの重要性が増すなど、時代の変化と共にマーケティングにも柔軟な変化が求められている。クライアントの要望にソリューションを提供する従来型のシンプルなパートナーシップモデルだけでは、ターゲットユーザーの心をつかむことが難しい時代に突入した。

佐藤氏率いるHAKUHODO THE DAYは、そこに"アイデアとクリエイティビティ"を加えて経営革新を目指すリードエージェンシーを標榜。なぜなら、アイデアとクリエイティビティこそが人の心を動かし、人を動かし、お金を動かす時代だからだ。ソーシャルメディアの優れた使い手ではなく、優れたソーシャルアクションを実行していくことで、企業の「経営強度」を強めることを目指していく。創造性(クリエイティビティ)で企業の変革を目指す、今後が楽しみな新会社となりそうだ。以下に彼らの著名な実績を挙げておく。知っている事例がひとつはあるかもしれない。今後、こういった楽しい施策が数多く実現されることを期待したい。

■新潮文庫「ワタシの一行」
新潮文庫の夏のフェア「新潮文庫の100冊」にまつわるプロジェクトとして読書運動を展開。各界の著名人が選んだ、心をつかむ"一行"を抜き出して文庫の帯や書店店頭、Webサイト上に掲載した。協力者はビートたけし、松井秀喜、さだまさし、新藤晴一(ポルノグラフィティ)、西田敏行、北川景子、太田光、又吉直樹(ピース)ほか108名。


■メルセデスベンツ「NEXT A-Class
メルセデス・ベンツの新世代コンパクトカー「新型 A クラス」の事前告知活動として制作したオリジナルアニメコンテンツ。キャラクターデザインに「新世紀エヴァンゲリオン」シリーズを手掛けた貞本義行氏、演出に西久保瑞穂氏、作画に黄瀬和哉氏、音楽に川井憲次氏など、日本アニメ界屈指の才能が集結した6 分間の本格アニメーション。YouTubeで250万回再生を記録した。

Zoff(ゾフ)CM「"Tokyo Pop" Zoff PC篇」
パソコン作業を快適にするメガネ「Zoff PC」のCM。パソコンのウェブカメラで撮影した映像を使用し、Zoff PCをかけた水原希子さんとパソコン越しにチャットしたり私生活を垣間見ているような姿が印象的。


【参照リンク】
・株式会社HAKUHODO THE DAY
http://h-theday.jp 

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MOSCOW, RUSSIA - APRIL 12:  Russians take part in a mock celebration for Cosmonaut Day, marking the 51st anniversary of Yuri Gagarin's pioneering fight into space on April 12, 2012 in Moscow, Russia. Gagarin became the first man to journey into space on April 12, 1961 when his Vostok spacecraft orbited the Earth.

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MOSCOW, RUSSIA - APRIL 12:  Russians take part in a mock celebration for Cosmonaut Day, marking the 51st anniversary of Yuri Gagarin's pioneering fight into space on April 12, 2012 in Moscow, Russia. Gagarin became the first man to journey into space on April 12, 1961 when his Vostok spacecraft orbited the Earth.

MOSCOW, RUSSIA - APRIL 12:  Russians take part in a mock celebration for Cosmonaut Day, marking the 51st anniversary of Yuri Gagarin's pioneering fight into space on April 12, 2012 in Moscow, Russia. Gagarin became the first man to journey into space on April 12, 1961 when his Vostok spacecraft orbited the Earth.

MOSCOW, RUSSIA - APRIL 12:  Russians take part in a mock celebration for Cosmonaut Day, marking the 51st anniversary of Yuri Gagarin's pioneering fight into space on April 12, 2012 in Moscow, Russia. Gagarin became the first man to journey into space on April 12, 1961 when his Vostok spacecraft orbited the Earth.

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Commuters step around a 3D art exhibit entitled "Escape the Rat Race" painted on the concourse of Victoria railway station in London to promote a pest control company, Wednesday, Jan. 18, 2012.

Known for his impressive 3D pavement art, Edgar Mueller created this gigantic chasm for the West India Quay Festival in London. Mueller derives some of his inspiration from the "Ice Age" films.

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At first glance, street artist Julian Beever's sidewalk creations look like unfinished chalk drawings of oddly morphed animals or landscapes. But if you happen upon the one perfect angle, the image magically snaps into shape, showing you a giant charging snail or an aerial view of Times Square.

The process is called anamorphosis, which involves drawing a distorted image which gives the impression of a three-dimensional scene from a certain vantage point. According to NPR, the talented artist sets up a camera or a viewfinder in the specific spot he intends his viewers to stand and draws his killer whales and beachy snapshots from that perspective. So if a passerby views the work from that same perspective, the drawings jump to life in their three-dimensional glory. But if they stand from any other position, the chalk creation appears to be elongated fragments of an incomplete design.

Image courtesy Julian Beever

Street artist Julian Beever also creates other mind-bending illustrations like this chalk reflection. Check out more of his illusions.

Image courtesy of Julian Beever

French street art duo TSF Crew create logic-defying works of art in the run-down areas of industrial France. Combining the cheeky thrills of a well-executed optical illusion with tst makes the perfect combination.

Image courtesy of TSF Crew

Commuter Katherine Ware relaxes on street artist Kurt Wenner's 3D work of art as he adds the finishing touches in Waterloo Station on October 17, 2007 in London, England. Wenner is famous for combining traditional street painting with classical training, illusion and performance to invent an art form of his own know as anamorphic, illusionistic or 3D painting.

(Photo by Chris Jackson/Getty Images)

Kurt Wenner, 3D chalk master, recently created a less perilous way to climb on the Grand Canyon with his massive optical illusion. Located at the South Rim of the park, the installation looks 3D from certain points of view thanks to 150 hours of hard work on Wenner's part. While it may not measure up to the real Grand Canyon experience, the photo ops may come out victorious.

British artists 3D Joe & Max created this stunning optical illusion in conjunction with Reebok CrossFit as part of the seventh annual Guinness World Records Day. The 1,160.4-square-meter painting, seen in London, broke the world record for the largest 3D street art.

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Dutch artist Leon Keer is known for his impressive street art displays that play with perspective, but he also knows how to attract onlookers -- by choosing a recognizable theme. One of his most recent works seen in the Netherlands paid homage to Pac-Man, the 1980s arcade game.

Image courtesy of Leon Keer

Artist Qi Xinghua created this work of art entitled "Macao's One Impression" outside a local shopping center in Macao. Hidden within the 120 meter-long optical illusion are all of the city's historical and architectural landmarks.

A Flickr user photographed this impossible object on a building facade. The rectangle uses overlap and various perspective angles to create the illusion of the twisted shaped.

(Image via Flickr)

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