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Toshiba unites tradition and technology in an advertisement that reflects a taste for precision

The brand celebrates the spirit of takumi to enhance Japanese craftsmanship
“Details Matter” is a campaign created by the agency Stig & Xi list of companies in ghana and their email addresses

The delicate pruning of a bonsai, the subtleties of a tea ceremony and the elegant designs applied to food, fashion or tattoos. These are the hallmarks of the Japanese reverence for precision.

Toshiba wanted to once again celebrate this attention to the particularities of life and art with a new campaign, “Details Matter”, created by the Stig & Xi agency.

The centerpiece of the campaign, titled “The Craftsman”, is directed by Kevin Lee, produced by FarFar Films and Radical Media Shanghai. It focuses on the takumi spirit of the technology company, which means “master craftsman”, a title that can only be awarded to a craftsman after having developed their skills with experience and judgment and after many years of practice.

Takumi means “master craftsman” and it is a title that only the most expert deserve.
As part of the campaign, a series of additional short films will be released highlighting Toshiba’s product innovations, leading up to the premiere of a broader campaign.
Nils Andersson from the creative team commented: “We are honored to be working with Toshiba on a journey like this. Our intention was not to make a typical appliance film, but to investigate the essence of how Toshiba thinks and works ”.

And it is that Toshiba’s history dates back to 1875, when Co-founder Hisashige Tanaka established a telegraph equipment factory in Tokyo. Tanaka, a meticulous craftsman, took more than two years to cut by hand all the gears of an intricate watch that he was making. In 2004, more than 100 Toshiba engineers spent more than a year creating an exact replica of this watch as a tribute to the spirit of takumi and Japanese craftsmanship, also present in its current technology socialposts.

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Data sheet

Advertising Agency: Stig & Xi
Creative Team: Nils Andersson. Danny Low
Writers: Danny Low. Keiichi sazaki
Account: Maxine Jia
Production Company: FarFar Films, Radical Media
Director: Kevin Lee
Music: Syn Tokyo, Syn China
Creative Director: Nick Wood
Music Producer: Zhenzhen Yan
Rearrangement: Yuji Hagiwara
Sound Design: Alan Mawdsley

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