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Hitachi retains DentsuBos for new campaign

Hitachi of Tokyo has retained DentsuBos of Montreal to develop a new campaign called "The Future is Open to Suggestions." The agency won the assignment in a by-invitation call for proposals process that began in February. DentsuBos developed Hitachi's first global campaign three years ago.

The new campaign will follow a series of characters, each pursuing an innovative idea. It will include a number of television commercials, including a 90-second ad, as well as online videos and print materials. The campaign website was developed by Firstborn of New York, which is also a subsidiary of the Dentsu Aegis Network.

"We're focusing more on the emotional and human side of innovation," said Sebastien Rivest, chief creative officer and general manager of DentsuBos. "This campaign puts the focus on co-creation, and its creative process could not have been more collaborative. It was established in Montreal, shot in South Africa, completed in Tokyo with music written by an Italian composer based in London. In short, it is a pure collaborative product."

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