Toshiba Helps an Artist Create an Exhibition in Just 17 Hours!

Is it possible to turn your creativity into an exhibition in just 17 hours? It wasn’t, at least not until Toshiba invited an artist to try it out.

Tomokazu Matsuyama is a renowned Japanese artist that loves to take on new challenges and that’s why he accepted this strange invitation from Toshiba. According to the brief Toshiba Australia, Windows and Intel sent him, Matsuyama had to create five artworks with the help of the laptop Toshiba Z20t, while taking a flight from Japan to Sydney. The idea was to exhibit the artwork afterwards in the Museum of Contemporary Art in Sydney.

Toshiba helps an artist create an exhibition in just 17 hours!

Toshiba wanted to test the limits of Toshiba Portégé Z20T Laptop Tablet, which lasts 17 hours without a charge and that’s how it became the main tool of creation for Tomokazu Matsuyama.

The agency Clemenger BBDO decided to turn the project into a documentary for these 17 hours, starting from the brainstorming process, to the actual shots Matsuyama took on the streets with the help of the laptop’s camera, the time he spent working on the plane to Sydney, up until the actual exhibition.

Toshiba helps an artist create an exhibition in just 17 hours!

As we can tell from the video, these 17 hours were all about hard work, with Matsuyama admitting that he was worried at first about the exhibition, but he definitely gave absolutely everything. What usually took him from 2 to 3 months up to a whole year, had to be done now in just 17 hours, working with just a laptop and its battery life, while also catching a flight and preparing an exhibition.

Toshiba helps an artist create an exhibition in just 17 hours!

What was interesting about the video was to see the countdown of the time during the process, measuring both the progress of the artist, but also the remaining battery of the laptop.

After all, the campaign started as a way to promote the extended battery life of Toshiba Z20t, which made it imperative to prove its efficiency. Toshiba was happy about the result of the brand, since it was more than successful, receiving very positive comments and lots of media coverage all over the world. This campaign proves how a brand may promote the feature of a product in an elegant and sophisticated way, managing to appeal to the audience due to their unique approach.

Toshiba helps an artist create an exhibition in just 17 hours!

It’s about thinking like a user, using a product in real life, testing its limits, and experiencing its capabilities. That’s what makes a brand’s campaign efficient and that’s how the word of mouth worked in this campaign!


Advertising Agency: Clemenger BBDO, Sydney, Australia
Executive Creative Director: Paul Nagy
Creative Directors: Luke Hawkins, Ben Smith
Senior Creatives: Katrina Jarratt, James Beswick
Creatives: Simon Hayes, Giles Clayton
Head of Creative Technology: Brendan Forster
Head of Craft: Tim McPherson
Senior Designer: Dan Mortensen
Head of Integrated Production: Denise McKeon
Senior Account Director: Kirstin Ross-MacLeod
Account Manager: Jodie Schwartfeger
Planner: Jill Cummins
TV Producer: Janice Zets
Content Producer: Annabel Jewers
Content Director: Robin Sung
Senior Sound Engineer: Anthony Tiernan
Senior Editor: Toby Royce
Artist: Tomokazu Matsuyama
Curatorial Consultants: Kathryn Hunyor, Danielle Robson

Written by Tereza Litsa

Social media and content manager, blogging about social media and marketing.


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