The arch-rivals Dentsu and Hakuhodo launched a joint project to brighten up the ad industry again: MIRAI, FUTURE, DESIGN LAB. Its theme: One Future. We may be business rivals, but we only have one future. With the premise of a new era every two decades, we decided to envision the near future of 2030. As the first step, we asked the next generation, the leaders in 2030, for their ideas - the seeds. Dentsu and Hakuhodo using their wisdom and experience would take the seeds that were feasible, and turn them into proposals for companies and the government.

The sight of two rivals working together offered surprise and hope and new seeds were sent in from all over Japan. As a result, Mirai Design Lab produced 5 innovative concepts for 2030, held workshops with the younger generation, and made proposals to government and companies.We also gained support from young people on social networking sites : over 10,000 tweets, generated a big buzz, over 13,000,000 yen worth of PR and leading business publisher Nikkei has decided to make a book about it.

Dentsu and Hakuhodo’s job applications skyrocketed. Dentsu from #20 to #1, Hakuhodo from #27 to #10.