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And yet, when the goal is to create consumption but not participation, stories aren't sufficient; we need movements. One example of that, I think, is this one.
It's not every day that you get the prime minister of a G-8 country to launch your campaign, but that's exactly what a team of Japanese Creative Agency Hakuhodo did when they launched
this idea called Cool Biz. Have any of you heard of Cool Biz?
Listen to native speakers pronounce “hakuhodo” in real conversational contexts with synchronized timestamps and subtitles.