On March 11, 2011, Japan experienced one of the greatest disasters in history: a 9.0 earthquake followed by massive tsunamis. Thousands perished; many more lost their homes. Across Eastern Japan, infrastructure was laid to ruin, and the threat of nuclear disaster lingered for months. The lack of basic life services and sufficient energy caused grave concern for the future amongst the Japanese people. To alleviate the fear following the disaster, and to better prepare ourselves for the future, we designed an entirely new way of living – one that is in harmony with nature and technology. Collaborating with architects, technologists and other experts, we developed a completely self-sufficient house and living style, in which people can generate, control and consume energy without depending on external energy sources. We named our off-grid residence 'Mirai Nihon' (the future of Japan) and became the first advertising agency to offer a residential environment as a product.

Recovery for a better future is not simply rebuilding what was lost, but developing a new community to which to return. We launched the ‘Mirai Nihon (The Future of Japan)’ project: designing a new lifestyle for the coexistence of people, nature and technology. Collaborating with architects and technologists, we produced a completely self-sufficient off-grid house, in which people can generate, control and consume energy without depending on external energy sources. We designed every detail of the new lifestyle, selecting all construction materials and installed technologies. Our new off-grid lifestyle will allow people to live in harmony with nature and technology.

The project was exposed on 23 TV programmes, numerous newspaper, and online articles, earning approximately USD $5.7m in media coverage (JPY 470m). As a result, we received inquiries for Mirai Nihon project not only from the disaster areas but also from prefectural/local governments throughout Japan including Okinawa, Fukuoka, Tokyo and Miyazaki. In fact, after approval of the city council, Gokase-cho city in Miyazaki has started introducing the Mirai Nihon project. Moreover, the city is currently working with Tokyu Resort Corp., a major resort development company, to design an environment-friendly village for a better future where people, nature and technology co-exist in harmony.