Tanabe Toshihiko

田辺俊彦

Creative Director

Born in Tokyo and raised in 7 different cities around the globe,he is renowned for his wide spectrum of creative work, ranging from leading global projects for brands like Toyota(Olympic/Paralympic), GUCCI (Kaguya by Gucci), UNIQLO(LifeWear), Burberry, Lexus, SHISEIDO, Red Bull, Yamaha (Dear Glenn) and Playstation to curating music festivals, opening flagship stores with BEAMS, resurrecting the pianist Glenn Gould with Artificial Intelligence with YAMAHA, co-designing Headphones for Bose, and helping Madonna launch her first ever skincare line. He is also a Cultural Consultant for Gucci since 2021.Almost 20 years in the industry, he has collected over 100 awards including Gold at Cannes Lions, Grand Prix at Spikes Asia and AD Stars, won at Clio and One Show among many others. In 2018, he was awarded the "Creative person of the year" title by the Japan Advertising Agency Association.
He was a member of international Juries including Cannes Lions and ADFEST, main speaker at Spikes Asia 2021 and performed at center stage at the Ars Electronica Festival with an A.I. Glenn Gould.
In 2021 he left his position as ECD/Head of solutions at Dentsu Tokyo and has co-founded the most awarded Creative Director Collective in Tokyo, Tsuzuku.

@_tanabe1107

Career

GUCCI " Kaguya by Gucci"
Shiseido 150th Anniversary Campaign "Beauty is wishing for people's happiness."
SHINGO KATORI solo Exhibition "WHO AM I" Creative Direction
UNIQLO "24Hours with Roger x Roger Federer"
UNIQLO "Your Life is Your Move: Sports Utility Wear"
brandSHISEIDO Global "Ultimune x Hikaru Utada," "Essential Energy," and many more
brandSHISEIDO x Animal Crossing "Camellia"
Toyota Motor Corporation Global Campaign "START YOUR IMPOSSIBLE"
Toyota Motor Corporation "PARATECH"
NTT DoCoMo "DoCoMo 25th Anniversary x Namie Amuro 25th Anniversary"
NIKKEI UNSTEREOTYPE ACTION "Nonsense Dictionary," etc.
RED BULL "BC ONE x STREET FIGHTER"
LEXUS "UX: LIFE DRAMATIC" , "LS", "RX" etc
BEAMS "BEAMS ROPPONGI HILLS Opening movie"
Bose「Earphone Dancing x Koharu Sugawara」
GUCCI Consulting
MDNA SKIN Global Campaign

Juror

Cannes Lions Jury Member
SDFRST Jury Member
London International Award Design Category Jury Member
ACC Film Category Jury Member

Speech

Speeches at many domestic and international companies and events.

SPIKES ASIA/Singapore Main Speaker: "Don't let purpose ruin our industry"
DK FESTIVAL / Croatia
ARS ELECTRONICA / Austria
AD WEEK ASIA Speaker: "Three perspectives in purpose-driven creative"
AD WEEK ASIA Speaker: "希望のマーケティング"
Tokyo University of the Arts: "Marketing of Hope"
Japan Advertising Industry Association: "Experimental Advertising Evolution Theory"
Japan Association of Audiovisual Producers

Award

Received more than 100 awards at major domestic and international advertising awards

2018 JAAA Creator of the Year Award recipient
Ranked 1st in likability and Most Effective in the 2018 US Super Bowl commercials
Cannes Lions (Gold, Silver, Bronze)
ACC Gold
AD STARS Grand Prix
CLIO
CLIO SPORTS
ONE SHOW
ONE SCREEN Documentary Award
London International Award
NY FESTIVAL
DIGIDAY AWARDS
Fujisankei Group Advertising Award - Best Prize
Traffic Advertising Grand Prix