Original subtitles

All right

ready.

Get ready.

Let's do this.

Ok?

We cannot.

Thank you guys for joining us today.

Before jumping into the discussion, please allow us to introduce ourselves.

Bike.

Hello.

I'm miamina kalpela,

senior corporate officer, hakahodo.

I'm Chris Manchester,

global chief credal officer at sedley and part of the hakooto collective.

And I'm the third speaker, because my name is ferd.

Domingo

from the Philippines.

I am the father of idea, sixmackina, and the chief network officer at hakohodo

international.

You might have noticed that this year at can, many seminars

talk about artificial intelligence

and address it in one way or another.

Today.

However, we wanted to shed light to a different kind of intelligence

in these times of efficiency

and optimization.

I wonder why that.

Our aspirations are often ignored.

Some consider it irrelevant,

irrational,

maybe even baggage.

But we'd like to disagree,

even considered inconvenient

today is all about the aspirations

that we hold dear

and that drive us.

In Japanese,

we call these deep yearnings of the heart ' omoit.

And maybe it's not a coincidence

that the same word 'omoi

means heavy.

So I warn you, it is not a light hearted session, but from Manila,

from Montreal

and Tokyo and Paris, we share with you today the inspirational,

the aspirations

that have,

that have driven our work,

and with the nuance and complexity

of hyperlocal cultures.

But first

all aspirations

start with respect,

respect for our communities, our clients, our brands, and most importantly,

what we call sekatsha,

never regarding them as consumers,

people who just consume.

But as a life living person

at hakahodo, being founded in 1895,

we've always been regarded as people, experts.

And our institute of life and living remain committed to the deep study of

human behavior, insights and, yes,

aspirations.

So if you think about it, our job, our work,

is really to listen

to nurture and to nourish aspirations.

Being intelligent about people's aspirations is really quite it.

So if we can nourish that, we can unleash not just our own personal

aspirations, but

everyone's,

I'm going to talk about purpose, because you can't talk about

aspirations without purpose.

It's a word that's thrown around a lot.

There's obviously your life's purpose, your career's purpose, and it can.

In the last ten years, it seems that a lot of brands are getting awards for

fulfilling their purpose.

Why?

Because it's what guides us, in, what inspires us, and it grounds us,

and it makes us understand the deepest aspirations of the cuic.

I feel it, right?

Yeah?

Ok.

Basically.

And for brands it's the ability to understand this audience,

to follow them, to know their feelings

and really anticipate their readiness for change.

And so we connect with them on a deeper level.

Aspirations are always shaped by the context of time and culture.

What one generation

may regard as aspirational,

you can be sure, as we see with our kids, that the next generation will

challenge it, even negate it.

So today we've tried to select three aspirational pillars, one that we call

the big three.

You may want to disagree,

but I think it's very difficult to dismiss them.

And we wanted to share how time has evolved them, health and wellness,

success and happiness, and, most importantly,

love in intimacy.

So let's take a deep dive.

And the first pennar, health and wellness.

Ok, we're going to start with our don't bring this up.

There we go.

Ah, this thing comes out like this.

Here you go.

Better.

Yes, oh,

everyone, show of hands.

ready to talk about death?

Who wants to die?

We got 11 over here

since the beginning of time.

In our ancestors,

you know, the worth of life was meant about survival.

And then maybe the second aspiration was about longevity.

You had to deal with all kinds of factors, predators,

hunting accidents,

harsh conditions.

And obviously this is still a reality in some regions of the world.

But ultimately,

we want to talk about aspiration, intelligence that underlines

the idea of the length, not the length in your life,

but the

life in your length, in a way.

So, having meaningful moments along the way.

And we'll open up with this first case to talk about health and wellness,

which is a case done by our friends in Canada, element elderman in Toronto.

And it's the one.

We call it, keep the grade,

keep the gray.

Sorry.

So lisola flam, a renowned news anchor, decided to keep her hair gray.

And she was just dismissed like for that,

which felt very archaic,

but it happened.

And so dove

managed to respond.

Forty hours later with a change of the logo,

and sort of ignited a movement of a hidden aspiration for society,

where we want women should age

on their own terms.

And obviously this aspiration helped the brand and help society move forward.

And we're going to go from different aspirations over time.

So they evolve.

Obviously,

youth was the main driver.

there was a quest for this idea of being young,

this sort of obsession with flawlessness,

I'm going to have to, yeah, yeah, that's good.

Well, ok, my voice is really projecting now.

This is good.

Ok.

yeah, so obsessed with flawlessness.

But women like lisola flum

had the courage to redefine beauty and reimagine

what it could be for culture and the mindset and the public of media.

And obviously this is something that we hope will continue to set real

standards for real beauty for women and girls everywhere.

Now,

for this next case,

it's actually a case that I hold very dear to my heart.

Having lost my father in law to dementia this march,

I'm

very honored to share hakarta's restaurant of mistaken orders.

Please take a look.

I'm not saykay.

Take anyone in sul dinoka it's.

I did talk about natomondsca

them all.

Niche notta any more ticking up, not to smoke.

Petogini

saka got on into a cocklisadesimo.

So nakote ninchonostatsta

issuni

sno krassi gakitu

soit the kyona sacayo's crite de vini o modest musta.

We opened a limited period pop at the restaurant where all the servers for

people with kimensiers.

And we designed this adorable logo.

The restaurant of mistaken orders is represented visually by this logo based

on a whoops emoji, and is placed throughout the restaurant.

It communicates a sense of humor and relaxed acceptance.

woman

whatse valvats

combago

de maga mai cut the insou at the

karpuno huppinakuki

god o'conzokina,

our tee smiley logo spread from cafs, ramen, noodle shops, specialty soup,

restaurants and others.

Thanks to our many supporters,

our activities and iconography became worldwide new.

So that related defense started popping up in Korea, China and other parts of

Asia.

The restaurant of older mistaka.

And a reality show is scheduled for launch in the UK.

in just one year, twenty restaurants of mistaken orders popped up across the world.

And it all began with one iconic logo.

So from tolerance to participation

in a country like Japan, society often pressures us to always be polite.

So while dementia patients may be tolerated,

we questioned,

is tolerance ever acceptance

with the increasing rate of aging and dementia patients?

What our creative teams

tried to do with this work

is

not to raise awareness

of dementia from a distance, but to take tangible action,

to share their aspirations for a society where dementia patients were welcomed,

not isolated

in calling it special treatment,

but welcoming them as true members of their community.

Let me share another example,

this time with our friends.

From service plan, Germany

let's watch you.

79 percent of skin diseases worldwide across by toxic chemicals used in

textile production, to yoga

Japanese textile startup isome has developed a method to produce textiles

that are not only harmless, but even come with additional health benefits

and because only plants, water and ultrasound are used.

Even the wastewater is good for you.

waste care,

industrial waste, certified as skin care, shall I say, yoric, straight from

the factory.

The wastewater is tested,

bottled

and packaged using recycled materials.

donysses

discover the whole story,

experience, the benefit.

Get in touch

from the aspiration for sustainability

to accountability.

Isome

creates,

a healthy plant based textile,

and inspired by the Japanese concept of omoyi,

meaning

relationship with everything else, with all things,

basically, to anticipate the needs of others

with thoughtful

awareness.

So with waste care,

isomi basically creates a product, but at the same time

declares

a statement

that sustainability

may not be

enough.

It's not so much as

taking a stand.

But maybe even taking blame

should things not work.

First ever, that a cloth

can be described as healthy.

And I'm so glad

that they had this idea, because

this is really quite challenging the way

we understand aspirinations.

Ok,

let's move on to the next binner,

success

and happiness.

Chris,

ok,

another show of hands.

Who loves to lose?

Do we have any

love loser lovers,

no one

to booze them.

And how many times have we heard our colleagues or bosses

talk about, success is not an option.

Break the glass ceiling winners.

Take it all, kill or be killed.

It continues.

It goes on.

We've heard it all.

And because we were once raised on this doctrine, especially if you're 90s or

early two thousands jenxer.

And so basically,

what you need to know is that the aspiration here is not about

going from

what's the idea here.

Sorry,

sorry, yes, there's a second slide.

Sorry about that.

It's about there's aspiration, about including this in your daily

routine, of understanding what it means to really know what you want, versus

what the world supposes you want.

And aspirish intelligence is the department that guides us to have courage

and

clarity, a voice to use our version of our happiness in our daily life.

So

I'd like to talk to you about

love, life, benefit

you.

That's why I did not wear my hat.

So I'm going to show real photos here just to prove that this is actually true.

So in the hackhout office in the Philippines,

we implement a special kind of company, benefits or perks,

which is, for example, this one is a partnership between an art director and

an accounts person, and they got married.

And in the company,

if you get married while being employed,

we will shoulder your wedding reception.

You'll pay for it.

We'll pay for it.

That's pretty good.

So if you break up with your boyfriend or girlfriend or partner,

you can take the week off.

Now, do a lot of people do that free?

Ah, there's a limit to it.

There's a limit to it.

If you want to have a date with your spouse, with your lover boyfriend, girlfriend

will give you extra money to do that.

In fact,

you'll give you more money if you want to take your parents out for a meal or

some dinner.

That's the one I love.

Hmm,

and

we're really working in a very real way on this thing, which we call the

undertime pay,

undertime pay.

So the earlier you go home,

the earlier your finish work will actually give you

a bonus.

What I love.

Third is when you talk about,

why did you do this?

Why was this needed?

When I was younger,

I fell in love

with my work,

with my job.

And

that tends to happen in our industry,

to the detriment, oftentimes of our own life of our personal life, family life.

And I don't want that.

I don't want that anymore.

I don't think that is

the aspiration.

So

the love of benefits is an attempt at

kind of making sure that employees don't fall in love too much

with the things that we do.

So this is aspirational intelligence as applied not to our work, not to

advertising, but to the way

we conduct our business, the way we organize

our people.

So

there is a transformation here, from the aspiration to be efficient in the workplace,

which is real,

to the aspiration to be meaningful

in the workplace.

Meaningfulness is a virtuous cycle that ultimately ends up with being efficient

with their work anyway.

We've want a word for it, management, innovation, etc, etc.

But truly,

this is what I realized with this

lovelife benefits, is that success is not so much what we

have achieved or what we have become,

but what others

have achieved in terms of meaning, and what they have become

because of us.

Love that.

Ok, we're going to

change gears here,

to feel.

So we have been working with feila for the last year to reinvigorate their brand.

And basically

what we want to work with is, obviously their Italian sports heritage.

So if you did not know, feeling is Italian,

and there's sort of distinctive

sophistication in fashion as well.

And so this is a reinvention that we're doing for them, and we're going to the

category with a very different approach,

where in one instance,

it was all about

sort of the messages that we talked about, the hard driven performance

messages, once known to something more celebratory,

something a little more

light and more relevant for our audience.

So

basically,

we have

a quick video here that we want to show you.

It's

a teaser.

I'm warning you, it's a teas of a teas, a micro teaser.

Obviously this is launched in three weeks, but it will just give you a

sense of the vibe.

So they really wanted to keep you all in suspense.

So have a look at this in three weeks.

But obviously it's not your typical sports performance commercial when a

guy rolls up with a pizza in a vespel.

More to come on that.

But obviously the idea here is.

And the aspiration

is, again, to go from something very performance and end result driven to

something more celebrating the journey.

And it's not about only the grit, but about the grace.

It's not plain to win, but winning at play.

So obviously these are all things that can be relevant for a new audience

that are more interested in the collective experience than personal

performance or individual sports.

So here we are,

my dear brothers.

We're going to quicken the pace a bit.

Yeah, yeah.

Our last pillar, love and intimacy.

Last round of hands.

Who wants to be in a bad relationship?

I hope no one

on aspirations regarding what we consider a relationship,

thank god,

has evolved over time.

No longer is marriage and commitment,

the only expressions

of love and intimacy,

intimacy

is no longer just reserved for official coupling.

What we're about to see are different expressions

of love and intimacy, aspirations that free us

in more unique ways.

So

we're going to talk about erectile dysfunction.

And we will not do a show of hands.

I promise

this innovation is product innovation, done with the help of sidly.

And the campaign was built around a new reptile pill, designed to stand on its

own and

do a few puns, rise to the occasion.

what else?

Have a hard hitting message, etc, etc.

But obviously,

the idea here is to go from a taboo and bring the conversation

and try to create a shift towards dialogue.

And so by dramatizing

this product design,

we actually open the conversation.

And there's nothing better for us when we can bring a

taboo to conversation.

We're actually moving society forward in doing a job.

You have a soft spot for these kinds of projects.

I do.

Ok,

let me tell you about the next example.

So this one is actually a project of Chris from our Kennedy team.

And I think it's contending for some words tonight, just one of rons.

Yeah, that's right.

Ok, so the family

cook vot,

or

let us set the patre Moi quebequois cibot, I say that's a mouse.

Ok?

it's a family collective cookbook that captures

holiday recipes

for the entire province of Quebec.

And whether so, whether it's grandma saw

mepi or piece soup,

those recipes are not just ingredients on paper.

Or

if it happens because there really had written faith veet, then boo de fabir

or geploff.

So now, before I do

family recipes, preserve our dearest memories of holiday traditions

true classics

usually pass down through handwritten notes

or memorized with care.

Unfortunately, they often disappear over time along with their creators.

As families reunited after a three year hiatus, I g a give the people of Quebec

a unique holiday gift to protect their culinary heritage forever.

The family cook fault,

taking advantage of the national rule, which States that every published book

must be permanently preserved and made available to all at the national

archives and library.

IgA first launched a two part film about a famous family recipe and the

memory of the loved one behind it.

It was viewed and shared by millions of people.

Then

they invited everyone to share their own culinary traditions,

to assemble them into a one of a kind collective cook book,

representing families from every corner of Quebec,

complete with personal notes

and photos.

Turning the cook book into a family's own time capsule,

written by the generation that inspired this legacy,

tightly knit like the families that will cherish it.

Once the book was complete, IgA officially enshrined it in the national

archives of Quebec,

making it available to everyone for generations

both online and offline.

The family cook fault forever preserving our holiday memories through

food as well as the memory of the loved ones we've lost.

Oh, that's amazing, because it used to be,

yeah, this our grandmother's,

yeah.

And our grandmothers usually would have a secret recipe, right?

She will keep it very close, or heart she'll hide it.

So keep it secret.

But this time it's from intimate to share it.

So in order to protect it, to defend it, we share it

to the world.

And that way we can enjoy it for years and years to come.

Congratulations in this idea crank.

Thank you.

Guys.

Gracis

now for a last work from our beloved team

back at home in Tokyo.

That fear,

look,

dear, mother

to doctor,

say, she long get your page.

Mum.

Tang on.

Get jabez there.

G, mungeon,

highlight.

Tonum.

But some meat.

Kid each other.

Keen, oko,

tether your Japan to lash the corner, chuckle

by the car.

Kitchen, you

like to

my papa,

to call them all a

good

until

you are, it's more

just a goladday.

Thought you need is a low term of triple models of that athokmatic

thousand lines on the

goddess over the sheet was shown on my desk.

She so search you both

goggy.

You'll be Jimmy

doing condest

some love and learning that.

So from,

thank you so much.

So, from destination to journey,

the so tets, the train carries

countless passengers each day, not just transporting them from destination

a to b, but with a deep aspiration

that every passenger be able to make the most of his or her journey.

Our creative teams back at home wanted to personify this.

And through the lens of a father, you see his relationship with his daughter

in the passage of time

and repeated ordinary moments, except

if your parent.

You know that no ordinary moment is with your children.

Now,

if you could go to the next slide, thank you.

Now,

what underlies this work

is what we call a Japanese obsession for craft,

the meticulous,

and, shall we admit

insanity,

for detail.

This film was shot

as a one shot seamless time lapse sequence,

featuring fifty look alike actors that we selected from a 4000 people audition.

So how many casting agents had a burnout trying to do this countless?

I'm sure.

So it will continue fast, because I think our time is running out.

So

we'll conclude basically today,

we have no intention to prescribe what

your aspirations are, you

aspirational intelligence,

but there are clear enemies

to this, and dogmatism and assumption.

There are some

single and simple mindness

and arrogance and self importance.

The worst

we do know where it thrives, where there is

curiosity,

where is a respect?

And new ones, actually quite important that's when we harness aspirations.

There's no generation without aspiration.

It's the indestructible

human spirit that hopes,

that wants better.

And in these times,

the aspirations we hold could not be more important,

not just in elevating us,

but in grounding us.

And I wanted to end by sharing our deep, innermost aspirations.

So we're going to get vulnerable for two seconds.

But my personal aspiration is to seek

beauty in the chaos of life, is to keep my curiosity alive, remain a student,

contribute as meaningful as I can to the human collective experience, and

try to make people smile.

Just speaking with you here

in front of you guys fix a lot of my aspirations already.

But

on a personal level, I've always inspired,

especially as a Filipino, to be able to transform ideas into wealth

that we can share with my family, with my relatives, with my loved ones,

with everyone.

That is my aspiration.

I feel like

I've spent too much time in any given boardroom

being the only Asian, being the

often only female.

And my personal aspiration, with my sisters sitting here,

is to be able to challenge that, to change that.

And my responsibility,

my aspiration,

is to be able to build the next generation, creative collective, not

just with the most brilliant of mind, but with the kindest of hearts, and, yes,

with the dreamiest of aspiration.

Thank you to all three of you for your ideas and aspirations.

Third, your idea of paying for undertime

genius,

and your offer to pay for your colleagues to take their parents out

for dinner.

If somebody doesn't take you up on that, they must really hate their parents.

So I hope everybody did a round of applause.

We have one more

little film treat coming up.

Please stick around, because we're going to start really promptly at 445

with mark ritson.

And you do not want to miss that.

But we're going to leave you with a quick

film clip

from the folks that

hackaho do.

I'm x, makina.

Thank you.

I think we might have been exposed?

Are you been getting kicked out?

I think everybody it's always a joy if you get kicked out.

A big random from everyone.

Thank you.

Thank you so much.

Now.

Alex, Dallas, Alec damage.

Alex, studied.

Alex shining.

I like million dollar tales with my pain.

It's some sign I like those.

What hopes and dreams?

Does this person, this say, god, sah, hold dear,

but move.

what matters to them?

What excites them?

In Japanese,

we call these deep yearnings of the heart

only

aspirations,

our wonderings about what is possible and how we like the world to be.

These aspirations are the seeds the future grows from.

In an increasingly more instant world,

it's easy for aspirations to get overlooked.

They can be dismissed as inefficient,

imperfect, irrational music.

Our work is to listen, nourish and nurture them,

to give them room to develop,

to let their light shine.

By honoring the human spirit and the wisdom and ambition within,

aspirations

can come to life.

New technologies are born,

new behaviors introduced,

new lifestyles embraced,

new cultures emerge

for.

With aspirations unleashed

we break down boundaries,

open new Doors and Usher in new eras

for every secoxu shop.

Organization

and society.