TOKYO, JAPAN – As the world continues to change drastically — thanks to the widespread impact of the COVID-19 pandemic — the creative industry is also settling into a new rhythm. adobo magazine has been checking in with some of the world’s best, award-winning leaders in the communications industry to find out how they are doing.
Today, we peek into the mind of Yasuharu Sasaki, head of digital creative and executive creative director, Dentsu Inc. as he reflects on the power of creatives in these dark times: What can we do? How can we move forward?
“The world is going through a difficult time. Facing a common issue [with] COVID-19, some countries are gradually getting back to normal. However, people have not been able to fight as one with this situation. Sadly, economic and political instability and various stresses have caused people to clash with each other. What can we creatives do in times like these?” Sasaki asked himself as he started to open up his mind to us.
As he mulled over this question, he revealed an important realization: “The physical distance between people has made it necessary to develop more emotional connections. We need to create a different, more open connection with no hidden gaps and secrets among people.”
“Different” is part of Sasaki’s everyday role in Dentsu, as he not only leads the digital creative teams in developing digital brand experiences and integrated solutions, but he also directs innovation teams who are inventing and developing new services, products, and platforms using the latest technologies.
He is an Executive Creative Director with a background in computer science whose curiosity has always found a way into writing, digital design, and coding. A self-professed ‘Geek,’ he spends time inventing things in the field of next-generation communications.
In 1995 Sasaki joined Dentsu, where he accomplished advertising’s greatest feat: staying at the same agency for 25 years. With additional stints at IconNicholson, StrawberryFrog, and Dentsu America, he has worked on clients such as Coca-Cola, Glico, Google, Honda, Kirin Brewery, Shiseido, and UNIQLO. His list of awards includes Cannes Lions, D&AD, The One Show, Spikes, ADFEST, and CLIOs, of which he’s also been a jury member including Jury President of Creative Data Lions at Cannes 2019 and Digital Jury President at D&AD 2020.
“In the advertising field, people are carefully watching brands’ actions to tackle with current challenges. Why does the brand exist, and what does it offer people? People staying at home have better sights and hearing online, and brands no longer have anything to hide. Rather than being just a cool brand, brands are expected to be something that people can stay with and rely on.”
“In such a new normal world, we need to show the power of different ideas. Let’s create a new connection idea that fills our heart, even if we don’t get together in person. We know that not only big companies, but a voice and an action of each person can move the world.”
As an innovator himself who is passionate about exploring “new” and “different” things, he takes great pleasure in seeing other forms of innovation around him, especially in the area of creativity. He shared a recent discovery along the digital streets of Japan:
“A few weeks ago in Japan, a small theater company “No Meets” invented a new remote play using Zoom. The performers have never physically met, but they could create a dense and “alive” story. Over 3,000 people “participated” in their performance. The theater company members are mainly [in their] 20s, but they created a whole new value of connection in a short period of time even in the midst of difficulties. It’s really awesome.”
“Regardless of age and experience, a chance to create new creativity is coming. The most important thing is not the budget or the size of the company, but the passion of each individual. The challenges that exist today are too big to solve correctly. There are problems that neither the government nor companies can solve, but the small passion might break the ice. Now we need such a passionate individual creativity, and we also need a society which can accept and look after the rough-cut and imperfect passions.”
“I hope that young creatives will keep pushing ideas forward with their passion. I will not only be the one who watches them warmly, but I will also be the one who pushes forward.”
This article is part of a series by adobo magazine exploring “Creative Minds in Lockdown,” a look into how industry experts are coping with the COVID-19 pandemic and the implementation of community quarantine in select parts of the world.
