Special Prize Yamaha Award in YouFab Global Creative Awards
- Collaborative theme design / Creative awards event
Yamaha and Loftwork Inc. have implemented the collaborative endeavor with YouFab since 2014 to work toward new value creation for businesses from an artistic viewpoint. First of all, what kind of value would we collaborate on with the creators of the world? We investigated that theme.
"Switch on the feels for
someone with your creatives
As human beings, our days are filled with a whole range of emotions.
For instance, the joy that we get when we see a delicate little flower that has popped up on the roadside,
or the excitement we feel when we are about to embark on a new challenge or milestone in our lives.
If there was a switch that could turn on people’s emotions and touch their hearts,
what would this switch be and what would it look like?"
Discussions led to the core concept of "emotion" that also comes through in Yamaha's slogan, and the efforts to express the moment of inspiration through works of art, calling the moment a person's heart is moved a "switch."
Yamaha and YouFab established the special prize "YAMAHA Prize: The switch to your emotions". We searched the world for free concepts (social questions) that did not adhere to current value systems and representative works.