Description
2025 - Clio Awards - Grand Winner x 2
2025 - Clio Awards - Silver Winner
Japan is the only country with a law requiring married couples to share the same surname, with 95% of women adopting their husband's name. Changing the law is challenging, especially with 90% of lawmakers being men. Asuniwa, a leading gender equality organization, partnered with Tohoku University’s professor to project the law's future impact, concluding that by 2531, "Sato" would be the only surviving surname in Japan. To spark conversation, 40 entities—companies, artists, manga characters, and athletes—renamed themselves "SATO." Armed with this data, Asuniwa shared the findings with UN Women, leading to a recommendation for Japan to revise the law within two years. A candidate advocating for change was then elected prime minister.
This professional campaign titled 'SATO 2531' was published in Japan in May, 2025. It was created for the brand: Asuniwa Association, by ad agency: Dentsu Digital. This Integrated medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted 7 months ago.
Credits
Production Company: TAIYO KIKAKU Co., Ltd., Tokyo
Advertising Agency: Dentsu Digital Inc., Tokyo
Advertising Agency: DENTSU INC., Tokyo
Advertiser / Brand: Asuniwa Association, Tokyo
Public Relations Agency: Platinum, Inc., Tokyo
Creative Director: Kei Ishizuka, Dentsu Digital Inc.
Creative Director: Shiho Kurihara, Dentsu Digital Inc.
Copywriter: Kei Ishizuka, Dentsu Digital Inc.
Art Director: Shiho Kurihara, Dentsu Digital Inc.
Agency Producer: Rema Kato, Dentsu Digital Inc.
Agency Producer: Yuta Iwanami, Dentsu Digital Inc.
Agency Producer: Yoshiyuki Dobashi, Dentsu Digital Inc.
Public Relations Director: Soichi Murayama, Platinum, Inc.
PR Consultant: Kakeru Nishiumi, Platinum, Inc.
PR Consultant: Mai Sakai, Platinum, Inc.
PR Consultant: Kana Sato, Platinum, Inc.
Professor: Hiroshi Yoshida, Tohoku University
Creative Advisory: Hiroki Nakamura, PARTY Inc.
Creative Advisory: Hisashi Tanaka, Dentsu Digital Inc.
Creative Advisory: Shoji Taniguchi, Dentsu Digital Inc.
Creative Advisory: Yasuharu Sasaki, Dentsu Inc.
Creative Advisory: Jayme Blasko, Dentsu Creative
Creative Advisory: John Mescall, Dentsu Creative
Creative Advisory: Paola Motka, Dentsu Creative
Creative Advisory: Sachiko Nishihashi, Dentsu Inc.
Producer: Shuhei Hosokawa, TAIYO KIKAKU Co., Ltd.
Director: Youdai, IN FOCUS Inc.
Editor: Yusuke Otsuka
Cinematographer: Hideyuki Hashimoto
Cinematographer: Miho Tanno
Lighting Designer: Yuki Maeshima
Designer: Katsuto Tamagawa, Dentsu Digital Inc.
Designer: Shotaro Maeda, Dentsu Digital Inc.
Designer: Sunao Endo, Dentsu Digital Inc.
Web Planner: Yuki Sato, Dentsu Digital Inc.
Web Producer: Tomohiro Moriyama, Dentsu Digital Inc.
Coder: Yugo Ikeda, Dentsu Digital Inc.
Translator: Soichiro Nakamura, Dentsu Digital Inc.
Translator: Adam Gothelf, Dentsu Digital Inc.
Researcher: Toko Okawa, Dentsu Digital Inc.
Researcher: Moe Kudo, Dentsu Digital Inc.
Researcher: Yu Sekizawa, Dentsu Digital Inc.
Special Thanks: Kenichiro Ushioda, Dentsu Digital Inc.
Special Thanks: Yumiko Yasuta, Dentsu Digital Inc.
Special Thanks: Toru Matsuda, Dentsu Inc.
Special Thanks: Ken Hagitani, Dentsu Inc.
