One of the most extraordinary and acclaimed creatives of our industry Toshihiko Tanabe will reveal how to preserve authenticity in his DK2023 talk Don’t Let ‘Purpose’ Ruin Our Industry!
The impressive portfolio of his creative campaigns that were seen around the globe includes work for brands like Toyota, Red Bull, Lexus, Playstation – and even Madonna – which earned him the prestigious title of Creative person of the year in Japan. His name is Toshihiko Tanabe and on 20-23 April 2023 he will join our creative community at DK Festival in hotel Lone!
Born in Tokyo and raised in 7 different countries around the globe, Tanabe is renowned for his creative excellence. While working as the Creative Director at Dentsu, the fifth-largest advertising agency network in the world, he empowered brands through various channels of creativity while successfully achieving his goal – going beyond advertising. Now he continued this mission at his own company tsuzuku, which quickly became the most awarded Creative Director Collective in Tokyo.
In today’s world, when contributing to a better society is the norm, brands are being told that they need to have more purpose because they can’t form a relationship with consumers without a cause. However, Toshihiko says that “consumers can detect bulls*it really easily and superficial campaigns are at best ignored and at worst actively harmful to brands”. In his DK2023 talk Don’t Let ‘Purpose’ Ruin Our Industry he will look at how to find the right connections, keep the authenticity, and play a role in creating a better world – without comprising creativity and ruining our industry.
He owes his success to the holistic and media-neutral approach to creative expression: from PR through social media to influencer marketing and film, the possibilities are endless. Tanabe’s work explores all walks of creative life – from conceptualising business models for upcoming ventures to creating a music festival for Red Bull and designing headphones for Bose that were sold out in days. With each new project he demonstrates the depths of his creativity and that you should always expect the unexpected when working with this outstanding creative mind.
The DK festival, a national festival of communications and creativity visited by thousands of attendees every year, always asks unconventional questions and searches for unexpected answers, offers unforgettable experiences and gathers the inspiring creative community in one place. Following Edward Snowden, former CIA officer and National Security Agency (NSA) contractor who will join the festival via videolink; James Whittaker, evangelist, visionary and rockstar of the tech world; Munise Can, a strategy expert who helps brands find new ways to matter in a world; and now Toshihiko Tanabe, the announcements of many more inspiring speakers are soon to follow.
Creatives, marketers, digital experts, media representatives and other communicators that want to be in the company of national and global industry leaders are welcome to find more information about tickets and accommodation and join us at DK2023.