Toshiyuki Konishi

Copywriter/Creative Director/ Founder of POOL Inc.
With his motto of using easily-understood words, works in a wide range of genres such as TV commercial production, product development and city development. Has been involved in numerous marketing campaigns for products that have been selling well for more than a decade. Major works include commercials for Suntory's "Iemon" green tea and "The Premium Malts" beer, Toyota's "Motto yokushiyo (making things better)" campaign, the commercials for Rizap starring Shingo Katori, and the commercials for food maker Kayanoya Kubara Honke Group. Also involved in developing new products. Among products he has helped develop are House Foods' "Kokumaro" curry, Suntory's "Iemon" tea and the "Master's dream" version of Suntory's Premium Malts. Has also worked as a concept designer for many stores and commercial buildings, and was the comprehensive creative director for Japan's biggest shopping center AEON Lake Town which opened in 2008. Received the 2011 Sustainability Design Award at the global convention of the International Council of Shopping Centers (ICSC), becoming the first Japanese to win the award. Recently, has been involved in branding and marketing projects for the ramen chain Ippudo and its restaurants in New York, Paris and London. Other branding projects include those for fast food chain Yoshinoya, and for Barneys New York's holiday campaign. Also engaged in regional activities and corporate social responsibility (CSR) projects: Heads a project called Kujukushima Daigaku in Sasebo, Nagasaki to revitalize the area of Kujukushima and was responsible for naming and forming the concept for the association "Eat and Energize the East." Author of "Tsutawatteiruka? (Is your message getting across?)" published by Sendenkaigi, "Sugoi memo (Amazing memos)" published by Kanki Publishing, and "Zoboushi Pao (Elephant hat Pao), a children's book illustrated by art director Katsuo Mizugichi and published by Poplar Publishing.

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