专访国际广告机构TBWA\HAKUHODO:以颠覆■方法论,造福“生活者”  

INTERVIEW WITH THE INTERNATIONAL ADVERTISING AGENCY TBWAHAKUHODO:WITH DISRUPTION■ METHODOLOGY,FOR THE BENEFIT OF“SEI-KATSU-SHA”

出　　处：《包装与设计》2022年第4期82-99,共18页Package & Design

摘　　要：“对于每个想法,我们都会问:这是否具有颠覆性?‘因为如果我们不以达到这个准则为目标,那么就会陷入只要满足预设的条件和要求,那就足够了'的甜密陷阱中。”提起国际广告公司的作品,很多人脑海里首先涌现出的可能是出色的商业创意。而在今年的IF设计奖参赛作品中,来自国际广告公司TBWAHAKUHODO的作品--世界上首个声控、无接触公共洗手间"Hi Toilet",却因以其绝佳的创意和杰出的设计解决了社会问题,而深受iF国际评委的青睐。When it comes to the works of international advertising agencies,what occurs to most people at first may be excellent commercial creativity.However,among the entries for this year's iF DESIGN AWARD,the world's first voice-activated,contactless public toilet"Hi Toilet"designed by the international advertising agency TBWA\HAKUHODO was prefered by the iF jury for its extraordinary creativily and outstanding design in solving social problems and won the highest iF DESIGN AWARD 2022-iF GOLD AWARD.

关 键 词：国际广告公司 设计奖 商业创意 方法论 参赛作品 UH 颠覆性 TB 

分 类 号：G63[文化科学—教育学]