Toshiba “See Without Bones”
Making Advanced Technology Crystal Clear
We created a newspaper advertisement to announce Toshiba's development of technology enabling safe blood vessel imaging.
Medical technology becomes increasingly difficult to communicate as it grows more sophisticated. We focused on conveying the innovation with impact while ensuring clear understanding.
The groundbreaking visual featuring only a goldfish’s blood vessels expressed unprecedented advancement. The headline “See Without Bones” explained how this overcame previous X-ray limitations where bones would appear alongside vessels. By incorporating a business-to-consumer perspective rather than just B2B technical announcements, we established a new genre. The campaign won eight awards, including the Grand Prize at the Japan Industrial Advertising Awards that year.
Graphics
How to convey specific information when technology becomes so advanced that it’s difficult to explain? More than a B-to-B technology report, this Toshiba industrial advertising pioneered a new genre of business-to-consumer advertisements. This advertisement for a medical device that generates images of blood vessels – which states, “Remove the bones and look” – received eight awards, including that year’s Japan Industrial Advertisement Award.
Credit
- Creative Direction
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- Takumi Kato
- Art Direction
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- Shigenobu Honda
- Design
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- Shigenobu Honda
- Copywriting
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- Akira Notomo
- Illustration
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- Makoto Kawahara
