ADFEST 2024

< TO 3-DAY PROGRAM

The Creative Journey: Building an Emotional Infrastructure

Yoshihiro Yagi/Mariko Fukuoka

When consumers cause action, it's often not because they want to solve a brand's problem, but it's when they are moved by instinct or emotion. It's a human action. Dentsu's ECD Yoshihiro Yagi and Copywriter Mariko Fukuoka will share the thinking behind their Grand-Prix-winning work, and how they created an emotional infrastructure and touched people's hearts. They will demonstrate how to bring a human touch to brands in this age of AI.

Hashtag:

Creative, Brands

Yoshihiro Yagi

Executive Creative Director

Dentsu Inc.

Tokyo

Yoshihiro is a driving force of creativity throughout Dentsu Japan and is one of the top award-winning creatives in Japan, with over 500 medals under his belt. His work is always in the nature of facing human impulses and nurturing long and deep relationships with his clients. One of the most frequently discussed topics at client and team meetings is how to turn business into art. ‘Pocky THE GIFT’, which won Grand Prix at various awards, was a business that shared the human urge to connect with others. JR East's ‘Get Back, Tohoku’ won the Collaborative Pencil at D&AD for the first time in Asia, after more than 10 years of continuous efforts. Now more than ever, he feels the need to follow our own human sense of ethics in finding and solving problems in society. His greatest motivation is to create things that will make the lives of each person in this world brighter and enriched through the power of creativity. He also lectures at Kyoto University of the Art.

Mariko Fukuoka

Copywriter

Dentsu Inc.

Tokyo

Mariko Fukuoka is a copywriter at Dentsu with a deep understanding of design. Over the past decade, she has placed great importance on the creative process from creative direction that captures the essence of brands, to craft that is the final contact surface between brands and consumers.

Mariko has received many international accolades over the years. "My Japan Railway" won the Industry Craft Grand Prix at Cannes Lions 2023. She has also worked on "Beautiful Mutations" which received Gold at Cannes Lions 2022, Spikes Asia, ADFEST, One Show and ADC. She has experience judging awards festivals such as Spikes Asia and ONE Asia.

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