D&AD London

ABOUT

Japan is the only country with a law requiring married couples to share the same surname, with 95% of women adopting their husband's name. Changing the law is difficult, as 90% of lawmakers are men. Asuniwa, a gender equality organization, partnered with a professor to project the law's impact, predicting that by 2531, "SATO" would be the only surviving surname in Japan. To spark conversation, 40 entities renamed their assets to "SATO." Armed with this data, Asuniwa shared the findings with the UN, leading to a recommendation for Japan to revise the law within two years.

AWARDS

D&AD Award - Yellow Pencil/White pencil

MADEIT CREDITS

  • Asuniwa AssociationClient
  • Adam GothelfTranslator
  • Hideyuki HashimotoDirector of Photography
  • Hiroki NakamuraCreative Support
  • Hiroshi YoshidaProfessor
  • Hisashi TanakaCreative Support
  • Jayme BlaskoCreative Support
  • John MescallCreative Support
  • Kakeru NishiumiPR Consultant
  • Kana SatoPR Consultant
  • Katsuto TamagawaDesigner
  • Kei IshizukaCopywriter
  • Mai SakaiPR Consultant
  • Miho TannoDirector of Photography
  • Moe KudoResearcher
  • Paola MotkaCreative Support
  • Rema KatoAgency Producer
  • Sachiko NishihashiCreative Support
  • Shiho KuriharaArt Director
  • Shoji TaniguchiCreative Support
  • Shotaro MaedaDesigner
  • Shuhei HosokawaFilm Producer
  • Soichi MurayamaPR Director
  • Soichiro NakamuraTranslator
  • Sunao EndoDesigner
  • Toko OkawaResearcher
  • Tomohiro MoriyamaWeb Producer
  • Yasuharu SasakiCreative Support
  • YodaiDirector
  • Yoshiyuki DobashiAgency Producer
  • Yu SekizawaResearcher
  • Yugo IkedaCoder
  • Yuki MaeshimaLighting Designer
  • Yuki SatoWeb Director
  • Yusuke OtsukaEditor
  • Yuta IwanamiAgency Producer
  • D&AD

Who pooled - SATO 2531