Toshiba's attention to detail
Toshiba reanimates the spirit of takumi in a sumptuous spot celebrating Japanese craftsmanship.
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The delicate pruning of a bonsai tree, the niceties of a tea ceremony and exquisitely elegant designs applied to food, fashion, tattoos and more – these are the hallmarks of Japanese reverence for precision.
Toshiba is once again celebrating this attention to the particularities of life and art with a new campaign, #DetailsMatter, created by Stig&Xi.
The luscious centrepiece spot, The Craftsman, directed by Kevin Lee, produced by FarFar Films and Radical Media Shanghai, focuses on the tech company's ethos of takumi, meaning master craftsman, a title that can only be bestowed upon an artisan after they have developed their skills with experience and judgement and after many years of practice.
A series of further short films will follow that highlight Toshiba’s product innovations, before a broader campaign rolls out. Agency Creative Nils Andersson commented: “we are honoured to be working with Toshiba on a journey such as this. Our intent was not to make a typical ‘white goods’ film, but instead investigate the essence of how Toshiba thinks and works.”
Toshiba's history goes back to 1875, when co-founder Hisashige Tanaka set up a telegraph equipment factory in Tokyo. A meticulous craftsman, Tanaka took more than two years to hand cut every cog of an intricate clock he was making. In 2004, more than 100 Toshiba engineers spent over one year creating an exact replica of the clock.