In this story--told entirely with stamps made using Japanese seals known as “hanko”--a 50-year-old company drone named Ito realizes that he has done nothing remarkable in his career. He begins to worry that perhaps he is a failure, someone worth nothing more than the “FAIL” stamps that his boss imprints on every report he submits. But then he remembers that there are two people in his life who consider him a success: his wife and daughter. Ito realizes that the fact that there are even two people in his life who find value in him makes him a very lucky man.
Philosophy
This ad is an attempt to personalize the “hanko,” just as “hanko” maker Shachihata--who, like the protagonist of the ad’s story, is celebrating its 50th birthday--has done by introducing new case colors and designs.
Problem
This is a story told entirely with “hanko” stamps. The “hanko” is a seal that people living in Japan use instead of a signature. Each one is engraved with the last name of the owner, written either in “kanji” (Chinese characters) or “katakana” (a Japanese alphabet used for non-Japanese names). It is used in many aspects of daily life, such as opening a bank account, accepting package deliveries, and signing official records. Although “hanko” were once each carved by hand, today, they are mass-produced and seen more as tools than personal accessories.