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Itoki's corporate advertisement "Overlapping Thoughts" wins the "75th Nikkei Advertising Awards, Human Capital Communication Category, Grand Prize."
This project depicts the bonds between employees and the power of teamwork, communicating the value of human capital management.
ITOKI CORPORATION (Headquarters: Chuo-ku, Tokyo; President and CEO: Koji Minato) won the "Grand Prize in the Human Capital Communication Category" at the "75th Nikkei Advertising Awards" for its advertisement "Thoughts Overlapping," which was published in the morning edition of the Nikkei Shimbun and other publications for five consecutive days from December 8th (Monday) to 12th (Friday), 2025.
Corporate advertising that focuses on "connections between people"
At Itoki, we consider human resources to be a crucial management asset that is the source of enhancing corporate value.
The award-winning advertisement, "Overlapping Feelings," is a corporate advertisement that focuses on the relationships between employees working at ITOKI. Through various "relationships between two people," such as employees working like brothers, colleagues supporting each other in different regions, juniors following in the footsteps of admired seniors, employees taking on challenges across borders and seniors supporting their growth, and sales and design teams striving to create their ideal office while clashing with each other, the advertisement depicts feelings about work, challenges, and the value of working as a team.
Rather than focusing on products or services, we aimed to communicate Itoki's unique corporate culture and the appeal of working here by highlighting the growth, trust, and challenges fostered through human connections.
Created as an employee-participation project.
For the advertising campaign, we held an internal audition to solicit stories from employees nationwide. From 32 groups and 77 individuals who submitted entries, we selected five groups, which were then featured in a five-day series of advertisements in the morning edition of the Nikkei Shimbun and other publications. The employees featured represented a wide range of departments, including manufacturing, sales support, sales, equipment business, and design, and through their real-life stories, the campaign expressed the strength of the diverse talent and teams that support Itoki.
Communicating our human capital management initiatives both internally and externally.
At ITOKI, our mission We Design Tomorrow. We Design WORK-Style." and we promote human capital management that supports the growth and challenges of each and every employee. This advertisement was created as an initiative to communicate the values and corporate culture that ITOKI cherishes, both internally and externally, by showing employees supporting each other and growing together. We believe this award recognizes our continuous efforts to communicate these practices of human capital management through our communication activities.
"Thoughts Overlapping" Special Website
https://www.itoki.jp/lp/duet/index.html
About the Nikkei Advertising Awards
The Nikkei Advertising Awards, established in 1952, are Japan's leading advertising awards, and have recognized many outstanding advertising works over the years. Awards are given in various categories, including by type and medium.
https://marketing.nikkei.com/adawards/
About Itoki
ITOKI CORPORATION was founded in 1890. With the mission statement We Design Tomorrow. We Design WORK-Style." the company manufactures and sells office furniture, designs office spaces, provides work style consulting and office data analysis services, and also supports the creation of various “Space," “Environment," and “Place" by leveraging its strength in "AI x Design based on people."
In recent years, we have made employee engagement one of our key management indicators, and we are working to maximize human capital through investments in the office environment, strengthening internal communication, and promoting DE&I (Development, Employment, and Innovation). Furthermore, through environmentally conscious and sustainable product development and the promotion of resource recycling, we aim to realize a society where "Vibrant People, Beautiful Planet.," as stated in our vision statement.
Press personnel
Contact information
ITOKI CORPORATION
Corporate Communications Division, Public Relations
TEL:03-6910-3910
- The information posted is current at the time of publication. Please note that the information may differ from the latest information.