Silver
Creative Use of Data
Data-Led Creativity
| Entrant: | Dentsu Digital Inc., Tokyo |
| Brand: | Think Name Project |
| Title: | "SATO 2531" |
| Corporate Name of Client: | Asuniwa Association |
| Client Company: | Asuniwa Association |
| Client Company Professor: | Hiroshi Yoshida |
| PR Companies: | Platinum, Inc., Tokyo |
| PR Company Communications Director: | Soichi Murayama |
| PR Consultants: | Kakeru Nishiumi/Mai Sakai/Kana Sato |
| Agency: | Dentsu Digital Inc., Tokyo |
| Executive Creative Directors: | Hiroki Nakamura/Hisashi Tanaka/Shoji Taniguchi |
| Creative Directors: | Shiho Kurihara/Kei Ishizuka |
| Copywriter: | Kei Ishizuka |
| Art Director: | Shiho Kurihara |
| Agency Designers: | Katsuto Tamagawa/Shotaro Maeda/Sunao Endo |
| Agency Producers: | Rema Kato/Yuta Iwanami/Yoshiyuki Dobashi |
| Interactive Agency Producer: | Tomohiro Moriyama |
| Agency Technical Developer: | Yugo Ikeda |
| Agency Translators: | Soi Nakamura/Adam Gothelf |
| Agency Researchers: | Toko Okawa/Moe Kudo/Yu Sekizawa |
| Agency Planner: | Yuki Sato |
| Agency Special Thanks: | Yasuharu Sasaki/Jayme Blasko/Paola Motka/Sachiko Nishihashi/Yumiko Yasuta/Toru Matsuda/Ken Hagitani |
| Production Companies: | TAIYO KIKAKU Co., Ltd., Tokyo |
| Director: | Youdai |
| Producer: | Shuhei Hosokawa |
| Cinematographers: | Hideyuki Hashimoto/Miho Tanno |
| Gaffer: | Yuki Maeshima |
| Editor: | Yusuke Otsuka |
Description:
Currently, 95% of married women sacrifice their last name.
However, this unfair rule is often dismissed, and 70% of people didn’t realize that this had country wide implications.
Asuniwa, an organization which helps to break down traditional gender barriers in Japan, asked a university professor to simulate how the last name pool would shrink if this antiquated system remained unchanged.
It concluded that by 2531, "Sato" will be the only last name in Japan.
40 companies changed the names on company assets to "Sato" to bring greater attention to boost social conversation.
It was discussed in 102 countries and became a topic of debate in the Japanese Diet. In October, the topic will be discussed at the UN to issue recommendations for improvement to the Japanese government. A record-breaking 73% of the people support the introduction of optional separate last names.