In Japan, where disaster preparedness is part of everyday life, simply advertising flashlights wasn’t enough. We needed to earn emotional relevance. I collaborated with the team to develop an idea that was culturally sensitive – telling Energizer’s story through manga.

Enter Mr. Energizer – a heroic character who brought light (literally and figuratively) to emergency scenarios. Paired with practical 'Bousai' kit giveaways, the campaign connected through a familiar format, building brand love while highlighting preparedness in a distinctly Japanese way.