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.
Learn more about The One Show 2026
Category
Innovation / New Ideas in Technology
Annual ID
OS24_CT050M
About the Work
Project’s Purpose: Harnessing the multifunctionality of the nanoscale particles CWO through near-infrared absorption, we aimed to redefine its potential beyond its traditional use as a heat-blocking film in products like automobile windows. Going beyond mere functionality, we redefined our target market and set our purpose based on the material's untapped potential. By establishing it as a brand, our goal was to gain broad recognition across industries and expand the business.
The importance of the placement of the work: Expanding CWO's market into the apparel sector, we formulated the brand as "SOLAMENT," creating purpose and addressing human and societal issues by leveraging the power of sunlight. As a symbolic action for everyone, from end-users to business clients, we crafted the "DOWN-LESS DOWN JACKET" as an apparel prototype. Eliminating ethical concerns associated with down and minimizing material usage, we showcased the technology's potential for unprecedented comfort. Through global tech exhibitions, we significantly expanded brand recognition and empathy from end-users to apparel and textile manufacturers.
The importance of the placement of the work: Expanding CWO's market into the apparel sector, we formulated the brand as "SOLAMENT," creating purpose and addressing human and societal issues by leveraging the power of sunlight. As a symbolic action for everyone, from end-users to business clients, we crafted the "DOWN-LESS DOWN JACKET" as an apparel prototype. Eliminating ethical concerns associated with down and minimizing material usage, we showcased the technology's potential for unprecedented comfort. Through global tech exhibitions, we significantly expanded brand recognition and empathy from end-users to apparel and textile manufacturers.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Droga5 Tokyo, part of Accenture Song / Tokyo
Client / Brand
Sumitomo Metal Mining Co., Ltd. / Tokyo
Art Director
Riko Koide
Chief Creative Officer
Masaya Asai
Copywriter
Nanako Abe
Creative Director
Satoshi Otsuka
Designer
Saki Terashita
Photographer
Hiromitsu
Producer
Shinnosuke Abe
Cinematographer
Taku Ohmoto
Group Strategy Director
Mitsuru Sato
Senior Producer
Ryutaro Saito
Senior Strategist
Kei Okubo
Account Director
Sayako Aoyagi
Account Manager
Chinatsu Sakayori
Yurika Nakanishi
Assistant Producer
Erika Ohno
Associate Account Manager
Kamiru Taniguchi
Business Producer
Takeo Shimizu
Creative Planner
Riko Murakami
Fashion Designer
Kosuke Tsumura
Hair & Makeup
Mahito
Model
Paloma J
PR manager
Natsuki Ohta
PR Planner
Jun Tajima
PR Specialist
Kazumi Kurose
Retoucher
Rumi Ando
Stylist
Koji Oyamada
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