With the abundance of digital in the world today.

Our aim was to shift the perception of Ad Tech Tokyo,

a digital marketing conference, to a social creation

event by creating a campaign heavy in social messaging.

What is social’s role in the future? How can it make

society better? Does social allow co-existence

possible? We took Gandhi’s “7 Great Social Sins”

and transformed it into something positive—simply

by painting over one letter.

A simple change in one letter has the power to shift a historical message from something negative into positive.

14,095 total visitors for duration of 2 day event. Significant increase (35%) of visitors in comparison to previous year. Also large number of non-Japanese visitors--from 29 countries and 52 cities. Overall, event generated much interest both within Japan and Internationally.