Clemenger BBDO Sydney & Toshiba Put Japanese Artist Tomokazu Matsuyama to The Ultimate Test

Toshiba Australia, supported by Windows and Intel, issued a challenge to renowned Japanese artist Tomokazu Matsuyama: Create an entire exhibition using only one Ultrabook and its 17-hour battery life.

The new Toshiba campaign, ‘Made in 17 hours’, followed ‘Matzu’ in what was an epic challenge for the artist, and a daring demonstration of the Toshiba Portégé Z20t’s battery life. Matzu began the challenge the second he unplugged the Ultrabook’s power lead in Tokyo. He was then racing against the clock, and the battery life, to complete a cohesive body of work, whilst en route to Sydney.

Says Matsuyama: “The reason I took on this project was because it was pretty much impossible… It can take 2-3 months, or up to a year to complete one work.”

A camera crew followed Matsuyama as he created works for the opening of the ‘Made in 17 Hours’ exhibition at The Museum of Contemporary Art, Sydney. The exhibition took place on 24th and 25th June at the Quayside Room.

Says Paul Nagy, ECD of Clemenger BBDO Sydney: “What I love most about this idea is that the team took a simple product demonstration and turned it into - not just something entertaining - but something that can truly be classified as art. The work Matzu created during the challenge was mind-blowing, and to see the exhibition at the MCA was very special indeed. Not bad for a story about battery life!”

Toshiba Australia’s head of marketing and communications, Mariana Thomas added, “This is a clear way forward for our brand, centering on an original idea and a stylish, elegant execution. The exhibition at the MCA had a great reception from our target audience and strong media interest - culminating in fantastic coverage for the brand. The ‘Made in 17 Hours’ campaign sums up everything a brand is looking for in a campaign. A lot of hard work went in to this project and it's all been well worth it”.