In November 2016, Toshiba launched a new campaign and introduced the tagline, Toshiba Empowers, to express its commitment to empower societies in the Asia Pacific region. Through the campaign, Toshiba aims to further position and establish itself as a leading provider of Energy, Infrastructure and Storage, as the company continues to emphasise its focus on these areas.
Unlike previous campaigns, Toshiba Empowers takes on a fresh and poignant storytelling approach. The campaign is inspired by a mother’s endeavour and draws on the relationship between a mother and her child to convey Toshiba’s commitment to the various communities it operates in through a four and a half minute film entitled “Endeavour”. The narrative of the film aims to strike a chord with the audience, especially in the Asia Pacific region where explicit expressions of affection are not seen as common.
“Endeavour” tells the story of a mother venturing out of her comfort zone into the city for the first time to look for her son as an expression of her unspoken love, determination and commitment. As her journey unfolds, she comes to understand through her own experiences, how advances in technology have enabled a safer, more efficient, and comfortable society. The mother’s unspoken love and actions echo Toshiba’s steadfast commitment to the communities it operates in – through innovative solutions in Energy, Infrastructure and Storage that have enabled cleaner and safer energy, more reliable infrastructure, and contributed to creating the infrastructure of information societies.
Toshiba’s Toshiba Empowers campaign was conceptualised by Asatsu-DK Singapore Pte Ltd. The film, “Endeavour”, was produced by Executive Producer Mr. Julian Sin and directed by Director Mr. Cheong Heng Ho from Singapore-based Gaia Films Pte Ltd.
The campaign will run in six countries – Singapore, Malaysia, Indonesia, Thailand, Philippines, and Vietnam – from November 2016 to mid-2017, across various digital, OOH and TV platforms.
The film is available on YouTube in the following languages: English, Thai, Vietnamese, Bahasa Indonesia, Bahasa Melayu
A brand campaign page has also been launched on Toshiba Asia Pacific’s website to provide visitors a succinct overview of Toshiba’s diverse solutions. Visit the website at https://asia.toshiba.com//toshiba-empowers
