Toshiba launches documentary following ‘Made in 17 hours’ campaign via Clemenger BBDO, Sydney
Toshiba Australia, supported by Windows and Intel, issued a challenge to renowned Japanese artist Tomokazu Matsuyama: Create an entire exhibition en route from Tokyo to Sydney using only one Ultrabook and its 17-hour battery life.
The new Toshiba campaign, ‘Made in 17 hours’, followed ‘Matzu’ in what was an epic challenge for the artist, and a daring demonstration of the Toshiba Portégé Z20t’s battery life. Matzu began the challenge the second he unplugged the Ultrabook’s power lead in Tokyo. He was then racing against the clock, and the battery life, to complete a cohesive body of work, whilst en route to Sydney.
Says Matsuyama: “The reason I took on this project was because it was pretty much impossible… It can take 2-3 months, or up to a year to complete one work.”
A camera crew followed Matsuyama as he created works for the opening of the ‘Made in 17 Hours’ exhibition at The Museum of Contemporary Art, Sydney. The exhibition took place on 24th and 25th June at the Quayside Room.
Says Paul Nagy, ECD, Clemenger BBDO Sydney: “What I love most about this idea is that the team took a simple product demonstration and turned it into – not just something entertaining – but something that can truly be classified as art. The work Matzu created during the challenge was mind-blowing, and to see the exhibition at the MCA was very special indeed. Not bad for a story about battery life.”
Says Mariana Thomas, head of marketing and communications, Toshiba Australia: “This is a clear way forward for our brand, centering on an original idea and a stylish, elegant execution. The exhibition at the MCA had a great reception from our target audience and strong media interest – culminating in fantastic coverage for the brand. The ‘Made in 17 Hours’ campaign sums up everything a brand is looking for in a campaign. A lot of hard work went in to this project and it’s all been well worth it”.
Agency: Clemenger BBDO, Sydney
Executive Creative Director: Paul Nagy
Creative Directors: Luke Hawkins and Ben Smith
Senior Creative Team: Katrina Jarratt and James Beswick
Creative Team: Simon Hayes and Giles Clayton
Head of Creative Technology: Brendan Forster
Head of Craft: Tim McPherson
Senior Designer: Dan Mortensen
Head of Integrated Production: Denise McKeon
Senior Account Director: Kirstin Ross-MacLeod
Account Manager: Jodie Schwartfeger
Planner: Jill Cummins
TV Producer: Janice Zets
Content Producer: Annabel Jewers
Content Director: Robin Sung
Senior Sound Engineer: Anthony Tiernan
Senior Editor: Toby Royce
Artist: Tomokazu Matsuyama
Curatorial Consultants and Subtitles by: ArtsPeople (www.artspeople.com.au)
Client: Toshiba (Australia) Pty. Limited – National Marketing and Communications Manager: Mariana Thomas
16 Comments
Really cool!
Pretty cool product demo. Everyone hates a battery that says it last 9 hours but you only get 3 in reality. So 17 is worth shouting about.
Nice work
Solid product demo in a dull category.
Nice one Beswick!
Very nice.
A little anomaly for me however – he traveled to Kyoto before going to Narita airport?
That would’ve been a 6 hour round trip, not including the time it takes to go to Fushimi-Inari-Taisha and photograph the temple.
I reckon this is tops. Good work Nagy and co.
Every day we’re trying to find new/cool/interesting ways to demonstrate product benefits and this is a pearler. Onyas.
A cracker
Like it a lot.
Great work again guys! Or ‘strong’ as Bez would say… 🙂
Skrong work !
@Like it: Just to clarify, the shrine is Sanno Hie Jinjya in Tokyo, not Fushimi-Inari-Taisha. It’s a legit representation of time.
On fire Robin!!
That is just punishing. And the result. Some boring “Art”.
Nothing against this – except the use of the word DOCUMENTARY. I make docs for discovery, nat geo, PBS, Hulu etc. This work has nothing in common with the work I produce. I wish the Aussie ad industry would stop using terms from other creative industries to describe their work. This is a corporate video
Our humblest apologies. Let’s make a stand now to also give virals back to the medical community