TOTO is Japan’s leading sanitary company and launched its operations in Europe in March 2009. Winkreative developed the complete European communications strategy, concept and creative direction for TOTO with a focus on launching at the International Sanitary and Heating (ISH) tradeshow in Frankfurt. The exhibition concept involved commissioning four architecture firms to design the environments – Mach Architektur, Intenionallies, E15 and Guise. The architect's direction for the environments was used to inspire a series of advertising executions.
The campaign anchored the creative expression of the TOTO brand on the benefits of Japanese culture surrounding technology, well-being, luxury and design.