TOSHIBA Memory, now renamed KIOXIA, launched its new branding, transforming beyond just a B2B semiconductor manufacturer to a company that pushes the boundaries of memory. How could we communicate the brand’s new name and mission in an impactful way that would resonate with our audience?
TEZUKA 2020 Project
The world's first Osamu Tezuka work created by AI and humans
Based on KIOXIA’s mission as a brand that “uplifts the world with ‘memory’”, we proposed the idea of our #FutureMemories campaign. Choosing an important element of Japanese culture, manga, as the first step to bring this concept to life, we ventured into the world of Osamu Tezuka, god of manga.
TEZUKA2020 – the world’s first attempt to create a new piece of work by Osamu Tezuka, god of manga, through collaborative intelligence of AI and humans. By learning more than 20,000 faces from Tezuka’s manga through deep learning technology, the AI machine brought to life a new protagonist. In addition, Tezuka’s extensive collection of work was broken down into 13 key principles and inputted into the AI machine, extrapolating the essence of his work, and creating a new plotline from scratch. Taking the new characters and plot created using AI, humans added the finishing touches to bring Phaedo, the new 43-page manga, to life.
The new Tezuka manga was published in Japan's most well-known comic magazine "Morning" and made headlines across Japan. It was featured in over 30 TV programs, published on over 500 different media platforms, and gained media exposure worth $1.8 billion. TEZUKA2020 created buzz among those who are passionate about technology and creativity, including business people, tech experts, creators, and even manga artists. The project was also featured in a paper published in The Japanese Society for Artificial Intelligence’s magazine, turning the page and opening up the possibilities of technology and creativity.
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The number of comics that Tezuka, god of manga, had created
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The number of faces of characters that the AI machine learned
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Earned media exposure
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2020 AD STARS
Data Insights Use of Data
2020 ACC TOKYO CREATIVITY AWARDS
Brand Experience & Activation
DIGITAL CRAFT LOTUS
2021 WARC Awards for Effectiveness
Shortlist and Special Award for Partnership
2020 The Japanese Society for Artificial Intelligence Award
Field Innovation Award
Creative Use of Data