The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Interactive & Mobile Craft


Agency DENTSU INC. / Osaka + mount inc. / Tokyo + jitto inc. / Tokyo + Folio / London

Client KUBOTA Corporation


Visual Craft / Art Direction

Annual ID


About the Work

KUBOTA FUTURE CUBE is a web content with the theme “Kubota's Vision of Future Earth and Technologies.” Kubota is a company with a forward-minded vision for the future of Earth and all life on it, committed to solving various issues through its diverse businesses such as the agricultural and environmental fields. This project aims to make Kubota’s vision and initiatives for the future known to more people, so they can deeply empathize with them and become supporters. With this goal, we created “a Beautiful Future Earth.” Created with full CGs, this beautiful future Earth is the stage for introducing Kubota's vision and initiatives for the future globally. The website currently includes three contents, “The Future of Agriculture – Fully Automated Electric Tractor,” “The Future of Air – Large-Space Air Purification Technology,” and “The Future of Resources – Surface Melting Furnace,” with more contents with the Earth as the stage to come. Over 50 clips of full CGs based on conceptual art were created to convey Kubota's technologies, global scale, passion, and attitude to the viewers. The illustrations are placed inside a 2.5D three-dimensional cube designed with WebGL to boost the immersive experience. These CG videos and illustrations, accompanied by music and text, are incorporated into optimal information architecture, design, and interaction, delivering an unprecedented user experience. These CG videos of the beautiful future Earth were also utilized to create advertising movies released as digital ads in Japan and globally. Since its release, KUBOTA FUTURE CUBE has been exceptionally well received worldwide, helping Kubota gain deeper empathy for its vision and initiatives for the future and boosting its branding. It has also begun to show positive results in terms of business, such as human resource recruitment and attracting investment.

2023 Awards

Total Points: 3





Production Company

mount inc. / Tokyo
JITTO INC. / Tokyo
Folio / London

Art Director

Masahiro Yonemichi


Takahito Aono

Creative Director

Daisuke Aoki

Executive Creative Director

Shingo Nishida


James Gilleard


Ko Yoshida

Account Executive

Hiroshi Tatewaki
Yohei Yamasaki
Takahiro Takahashi
Naonori Yoshida


Nana Terada

Project Manager

Tsubasa Makino

Technical Director

Kenji Okabe

CG Designer

Koudai Takiguchi
Qishu Zhu
Kazuyuki Sakamoto
Hina Ishikawa
Tomomi Yoshida

CG Director

Takeshi Yoong

CG Producer

Tokihiko Tsukamoto

CG Project Manager

Natsumi Maki

Design Assistant

Reina Yamachi
Marin Yamasaki


Satoshi Murai

Project director

Takuro Yamawaki


Jeff Shigematsu

Web Director

Jeong-ho Im

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