INFINITI has avoided the classic car clichés, not just for one campaign but for four years and twenty-two films. The campaign, The Makers, by Publicis Q Japan is a docu-series that celebrates Japan’s finest artisans.
“It’s no secret that Japanese history, craft and heritage have massive allure outside of Japan. To celebrate that culture and open a window to the soul of the INFINITI brand, we loved the idea of making a series that shines a light on the most beautiful design ever seen, while drawing a direct parallel to the craft and detail that goes into every INFINITI,” explained Erick Rosa, chief creative officer at Publicis Q Japan.
The long-term campaign documents time-honoured crafts such as Asahiyaki (tea pottery), Kioke (wooden barrels used for fermentation), Chazutsu (the art of making traditional tea cannisters), Kirigami (a three-dimensional and Washi (the art of Japanese papermaking). Each episode features makers from around the world who are redefining traditional crafts with modern techniques and materials. It has been filmed in Tokyo, Kyoto, Beirut, Mexico City, Hamilton in Canada and Taipei travelling more than 65,000 kilometres to be made. The Makers has been localised in six languages and reached 6+ million people to date.
The Makers is now a channel in its own right too, where people can see, feel and experience what distinguishes INFINITI from competitors.
The campaign’s 22 episodes distinguish INFINITI as a brand that has Japanese craftsmanship at its heart and soul and season four has just launched.
“With each season of The Makers, we aim to create a long-lasting impression of the INFINITI brand, which is rooted in the best of what Japanese craft is. It’s a story so rich and so layered, it will take years to be told. Each season offers a deep dive into what makes Japan’s craftsmanship, and the DNA of our brand, special, driving brand perception to levels like never before,” stated Antoine Malin, Manager, INFINITI Global Marketing.
The Makers is now a channel in its own right too, where people can see, feel and experience what distinguishes INFINITI from competitors.
Watch the first episode:
…and the most recent:
The fourth season of The Makers features the design team behind INFINITI’s flagship vehicles, whereas previous seasons focus on the work of designers, architects and craftspeople who are a source of inspiration. Season four debuted in April 2024, with more episodes to come later this year.
Credits:
Client: INFINITI
Head of Marketing, Global: Darren Hester
Marketing Manager, Global: Antoine Malin
Agency: Publicis Q Japan (Publicis Groupe Japan / Beacon Communications K.K.)
Global Chief Creative Officer: Erick Rosa
Global Creative Lead: Pascal Viout
Global Lead Copywriter: Edmund Henry
Saatchi & Saatchi Mexico Creative Director: Juan Barreto
Digitas GCC Senior Creative Director: Eduardo Branco
Digitas GCC Creative Director: Caio Gandolfi
Publicis Canada Copywriter: Hugh Quilty
Global Client Lead: Jean-Guy Saulou
Global Business Director: Johan Ahlner
Global Account Directors: Louis Deveaux & Sara Mathivanan
Digitas GCC Associate Business Director: Anastasia Frolova
Publicis Canada Account Director: Alana Murphy
Publicis Canada Account Supervisor: Rene Drotar
Leo Burnett Taiwan Senior Account Executive: Nina Chou
Global Strategy Director: James Davis
Global Agency Producer: Eliza Sautter
Global Head of Social: Rish Gopal
Saatchi & Saatchi Mexico Community Manager: Dafne Zamora
Saatchi & Saatchi Mexico Social Media Lead: Laura Camargo
Digitas GCC Senior Content Manager: Noura Al Sharif
Production Company: Micotto Studios
Director: Eric Micotto
Director of Photography: Eric Micotto
Editors: Tomoki Watanabe & Luc-Yan Picker
Colourist: Matic Prusnik
Sound Mixer: Gregory Germain
Photographer: Eric Micotto
Executive Producer: Hiroko Yamamoto
Producer: Mina Miyamoto
Production Manager: Joshua Noel
Assistant Producer: Tomoki Watanabe
Coordinator: Koichi Sawada
