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. Winkreative also developed signage, catalogues, print material, advertisements, animated films and video interviews with exhibition architects, and launched the TOTO website for Europe.
The campaign anchored the creative expression of the TOTO brand on the benefits of Japanese culture surrounding technology, well-being, luxury and design. Winkreative also communicated TOTO’s personal lifestyle benefits through a short film by respected animators Kuntzel+Deygas. Unique technologies were explained through a series of animations by Universal Everything. Following the ISH Exhibition, Winkreative is continuing with its print campaign, releasing product catalogues in multiple languages and maintaining the TOTO website, as well as collaborating with Mach Architektur on showroom designs for key cities.