The Mirai Nihon Project: The 100% Off The Grid Lifestyle.
TBWA\Hakuhodo in Japan have launched ‘The Mirai Nihon Project’ A project exploring the possibilities of a 100% ‘off the grid’ lifestyle. The idea of living off the grid isn’t exactly new, and does conjure up both the social and architectural utopias of Buckminster Fuller, as well as hippie communes in the New Mexico desert. What makes the project interesting is the perspective it’s coming from. Namely, the space is a direct reaction to the consequences of devastating effects from the Japanese Earthquake and Tsunami last year, and of course, the partial meltdown of the Fukishima Nuclear Power Plant.
‘Mirai Nihon’ (translation: The Future Of Japan) video (above) introduces the concept, as well as profiling a small selection the companies involved, from Nissan and it’s LEAF Electric Car, to filtration experts, and many more (2o in fact). But what’s more striking about the film is the sense that Japan is still fundamentally shaken by the events of last year. The response ‘the coexistence of man and nature and technology’ feels suitably Japanese, but also hugely ambitious. Exactly how you would imagine a culture such as Japan’s to respond to the cultural, environmental and societal challenges that the disaster wrought. From an Advertising and Brand perspective, it’s interesting to see TBWA involved. And another example of agencies engaging in genuine problem solving.
One to follow with interest I think.