“Tezuka 2020” Promotion
Client: Kioxia Holdings Corp. (2020)
MY ROLE
My role in this project was overseeing the design of the promotional materials.
Art Direction
Tabloid Design & Layout
POP Design
Newspaper Ad Design
CHALLENGE
TOSHIBA Memory, now renamed KIOXIA, launched its new branding, transforming beyond a B2B semiconductor manufacturer to one that pushes the boundaries of flash memory technology.
The challenge was to communicate the brand’s new name and mission in an impactful way that would resonate with their audience.
IDEA
Based on KIOXIA’s mission; “Uplifting the World with ‘Memory’”, Wunderman Thompson Tokyo proposed the idea of recreating an important element of Japanese culture, manga, and venturing into the world of legendary manga artist, Osamu Tezuka.
The result was “Tezuka 2020”; the world’s first AI manga, created in collaboration with Tezuka Productions and AI researchers, using Kioxia’s NAND Memory technology.
RESULTS
”Tezuka 2020” was featured in over 30 TV programmes, published on over 500 different media platforms, and gained media exposure worth $1.8 billion.
It was a huge success in transforming Kioxia’s brand communication, spreading amongst creative, business and tech communities in Japan and worldwide.
Tezuka 2020 Official Site
Tabloid Design
POP Design for AI / tech book recommendations by the researchers who took part in the project.
We held a wall exhibition at Tsutaya Electrics in Futagotamagawa, Tokyo, to further promote the project.
I was asked to design a tabloid introducing Kioxia and explaining the story behind Tezuka 2020 reflecting the brand image and also integrating manga elements.
Event Press Release (Japanese Only)
Newspaper Advertising
Design for newspaper ad interviewing Kioxia's Managing Directors on the future of AI and TEZUKA 2020.
Featured in Nihon Keizai Shinbun (Financial Newspaper in Japan), to target business people and spread brand awareness.
