Cannes Lions

HITACHI INSPIRE THE NEXT

DENTSU Y&R, Tokyo / HITACHI / 2010

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Translation of NA : "A world of harmony and splendor. Hitachi, We're making it happen."Cultural reference : Green animal in this film is “Baku” (Japanese name of tapir). In Asia, Baku is known as an mythical animal that “eats people’s bad dream” in the classic work entitled “Mountains and Rivers”. In this ad, Baku eats contemporary bad dreams, pollution, and finally develop “The world of harmony”. The circle shape of hugging 2 Baku is a symbol of harmony (in China, this icon is well known as a symbol of yin-yang which is a thought of “harmony”)

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