Expert Views
Interview with the winners of the 9th Japan Student BtoB Newspaper Advertising AwardOur thoughts and wishes for the future of manufacturing
First Published in Japanese in September 2024 [2 parts]
Akuri Komatsu, winner of the Jury’s Special Award
- SHIMAMURA:
- First of all, could you tell us what you are currently studying?
- KOMATSU:
- I’ve loved drawing since I was a child, so I decided to attend design school to expand my skills and study graphic design.
- SASAKI:
- I chose to study design because of my interest in film, but during my course, I became more interested in copywriting—coming up with text for advertisements and such. Now, I study both design and copywriting independently.
Izumi Sasaki, winner of Mitsubishi Electric Sponsor’s Award
Mio Shimamura, Mitsubishi Electric Corporation,
Factory Automation Systems Division,
Digital Marketing Group
- SHIMAMURA:
- Five companies sponsored the 9th Japan Student BtoB Newspaper Advertising Award and they each set a different challenge. Why did you choose Mitsubishi Electric’s circuit breaker?
- SASAKI:
- One reason was that I felt a personal connection to the product because our circuit breaker at home is always tripping! [laughs]. The slogan for my advert also came to me after watching the promotional video.
- KOMATSU:
- I’m familiar with Mitsubishi Electric’s home appliances, so the brand felt approachable. The circuit breaker itself might not be a well-known product, but that’s what made it intriguing. I saw it as an opportunity to explore different ways of expressing the idea.
- SHIMAMURA:
- So, when you heard the name Mitsubishi Electric, you both thought of home appliances?
- KOMATSU
AND SASAKI: - Yes. Our image of Mitsubishi Electric is mainly as a household appliance manufacturer.
- SHIMAMURA:
- What was your impression when you learned about factory automation (FA) through creating these ads?
- KOMATSU:
- I think handmade products are wonderful, but there are many situations where products need to be mass produced with consistently high quality. That’s where FA becomes essential. At first, I was surprised Mitsubishi Electric engaged in FA, but as I learned more about circuit breakers, it made sense that a company making so many electrical products would also focus on safety, like overcurrent control.
- SASAKI:
- I felt the same way. I learned that FA is critical for maintaining quality in production. Like I mentioned earlier, our circuit breaker at home often trips, and I used to get frustrated, thinking, “Why do we even need a circuit breaker?” [laughs]. But after learning more, I realized how important these products are for safety in our daily lives.
Mitsubishi Low-voltage Circuit Breakers
- SHIMAMURA:
- While working on your ads for the circuit breaker, what aspects did you find most interesting, and what points did you want to highlight?
- SASAKI:
- I focused on the fact that the circuit breaker is a vital product that ensures we can use electricity safely and with peace of mind. That’s the message I wanted to convey—that thanks to circuit breakers, we can go about our daily lives without worrying about electrical safety.
- KOMATSU:
- I was drawn to the idea that circuit breakers cut off electricity in the event of overcurrent, and I wanted to express that simply and directly. Like Ms. Sasaki, my main message was that circuit breakers allow us to use electrical appliances and computers safely.
- SHIMAMURA:
- Who did you aim to reach with this message?
- KOMATSU:
- I wanted to reach both general consumers who use electrical appliances like TVs and air conditioners, as well as companies that rely on electricity on a much larger scale. I wanted them to understand the role and importance of circuit breakers.
- SASAKI:
- Most people probably don’t give much thought to circuit breakers in their daily lives. My ad was aimed at helping them realize that this is already a more familiar product than they might think and that it plays a big role in keeping us safe.
- SHIMAMURA:
- I’m sure you went through many different ideas before your final concepts came together. Could you share how you developed your ideas?
- KOMATSU:
- I wanted to clearly and simply show the idea of a circuit breaker stopping an overcurrent and keeping electricity safe to use. As I brainstormed, the image of dominoes came to mind. When a line of dominoes starts falling, something needs to stop the chain reaction. I thought this was a good metaphor for how a circuit breaker works. My teacher suggested keeping the copy simple because the visual was strong, and that’s how I arrived at my final design.
Jury’s Special Award“Cut off overcurrent” by Akuri Komatsu
- SASAKI:
- I wanted to avoid people thinking, “This doesn’t apply to me,” and skipping over the ad. That’s why I chose the theme of “love,” which everyone can relate to. I gave the advert a fun, pop-art style to make it stand out. I had already decided on the theme when I selected the challenge, but I did struggle with how to express it. I used the idea of an electric current running through you when you fall in love and connected that to the circuit breaker. I think it turned out well!
Mitsubishi Electric Sponsor’s Award“The current of love never stops! ” by Izumi Sasaki
──In the next part of this interview, we’ll explore how the two winners developed their concepts and what they gained from participating in the 9th Japan Student BtoB Newspaper Advertising Award.
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