The recent installation of a massive 2700 square foot, high definition display in Times Square afforded Toshiba Corporate a unique branding opportunity. Toshiba wanted to take full advantage of this display by creating a brand campaign that connects with the world community—beyond simply featuring Toshiba products. Screen content needed to tie into Toshiba’s corporate messaging and brand, including their tagline, “Leading Innovation.”
To ensure that the activities respect the culture and customs of each individual country and region, Toshiba Group appointed 300 employees as “Social Contributions Coordinators”. These coordinators work together with individual group employees around the world to actively promote social contribution activities to solve the challenges facing each local community.
