The brief was to create a business to business campaign to promote and raise awareness of Toshibas Portege Z20T Notebook in Australia. The idea needed to bring to life Toshiba’s ‘Seriously Japanese’ platform in a way that generated talkability around the product.

To prove the impressive 17 hour battery life credentials of the Toshiba Protege Z20T Ultrabook, we issued renowned Japanese artist Tomokazu Matsuyama a unique challenge. Create an entire exhibition from scratch on the 17 hour journey from Tokyo to Sydney, using only one fully charged Portege Z20T.

The challenge began the second Matzu unplugged the notebook in his Tokyo studio. He was then racing against the clock, and the Ultrabook's battery life, to complete as many artworks as he could during his 17 hour journey to the opening of the exhibition at the Museum of Contemporary Arts in Sydney.

The film documents his journey.

The campaign consisted of digital display advertising, an event/exhibition and an online film documenting the challenge

The film was placed on YouTube and Facebook and the exhibition, which was covered in a live TV news story, held at the Museum of Contemporary Arts in Sydney, Australia.