Toshiba Teams Up with a Japanese Artist to Challenge the Impossible

By: Jana Pijak - Jul 23, 2015
References: toshiba & adsoftheworld
Advertising agency Clemenger BBDO of Sydney, Australia teams up with Toshiba for a revolutionary art project that defies the impossible. The electronics brand recently joined forces with Japanese artist Tomokazu Matsuyama for 'Made in 17 Hours,' a unique project that invites him to create an entire exhibit in just a short amount of time.

Promoting the 17 hour battery life of the newly released Toshiba Ultrabook, this revolutionary art project challenges Tomokazu Matsuyama's work process -- one that can take months to complete -- and instead forces the artist to think quickly and to use technology to create his latest series of masterpieces.

The result of the project is inspiring, memorable and ultimately successful -- showcased in Toshiba's commercial that ends with an exhibit in Sydney, Australia. The ad illustrates the changing face of modern technology and its ability to make the impossible possible. It is also a commentary on how digital art and technology can preserve memories and encourage creativity rather than stifling them.