すごい思考ツール 小西利行 ｺﾆｼﾄｼﾕｷ 文藝春秋 文藝春秋 :9784163918792

小西利行 / Toshiyuki Konishi

**キャッチコピー**
「視覚を武器に、ビジョンを生み出すCMディレクターの小西利行」
日本のCMディレクター、小西利行は、博報堂を経て2006年にPOOL Inc.を設立。VISION CREATIVEを掲げ、企業や商品にビジョンを生み出し、斬新なストーリーで世の中にムーブメントを生み出している。代表作には日産セレナ「モノより思い出。」、PlayStation「暮らし、イキ！イキ！」、サントリー「伊右衛門」などがあり、ヒットCM多数。そのほか、CIやブランディングも手掛けている。また、経済産業省と共に「プレミアムフライデー」を発案し、STARBUCKSのプロダクトをプロデュースしている。グッドデザイン賞審査員やドバイ万博日本館のCREATIVE ADVISERも務めている。
Q：何をされた方ですか？
A：企業や商品にビジョンを生み出し、斬新なストーリーで世の中にムーブメントを生み出すこと。
Q：有名な作品は何ですか？
A：日産セレナ「モノより思い出。」、PlayStation「暮らし、イキ！イキ！」、サントリー「伊右衛門」など。
関連動画
・【冒頭15分】糸井重里×小西利行「トップクリエイターの『すごい思考ツール』」（前編）
・【冒頭20分】糸井重里×小西利行「『アイデアと企画』が何よりも大切な理由」（後編）
English Summary
**Catchphrase**
"Toshiyuki Konishi, a commercial director who uses vision as a weapon to create visions"
Japanese commercial director Toshiyuki Konishi established POOL Inc. in 2006 after working at Hakuhodo. Advocating VISION CREATIVE, he creates visions for companies and products, and creates movements in the world with innovative stories. Representative works include Nissan Serena's ``Memories Over Things'', PlayStation's ``Kurashi, Iki! Iki!'', Suntory's ``Iyemon'', and many hit commercials. In addition, he also handles CI and branding. In addition, together with the Ministry of Economy, Trade and Industry, they proposed ``Premium Friday'' and are producing STARBUCKS products. He also serves as a judge for the Good Design Award and as a CREATIVE ADVISER for the Japan Pavilion at Expo Dubai.
Q: What did you do?
Creating a vision for a company or product and creating a movement in the world with a novel story.
Q: What are your famous works?
Nissan Serena ``Memories Over Things.'' PlayStation ``Living, Iki! Iki!'' Suntory ``Iyemon'' and more.
Wikipedia:小西利行

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