SoftBank “Society 5.0” Experience

In order to celebrate the opening of SoftBank’s new DC office, while also facilitating conversations with local policymakers and opinion formers about who they are and their work in technology and innovation, Bridget created an immersive space for the SoftBank team in the heart of the city.

However, working with the political audience doesn’t come without challenges. Many officials and lawmakers weren’t yet familiar with the companies in SoftBank’s portfolio, which led to a knowledge gap that left policymakers uncertain on how or why they should partner with the venture capital firm to implement mutually beneficial regulations.

On top of that, policymakers as well as the general public were widely misinformed about the SoftBank brand in general, many of which assumed they were a Chinese organization, or even a bank.

To address these nuanced objectives, Bridget created a narrative framework that leveraged the concept of “Society 5.0,” Japan's concept of a technology-based, human-centered society, which states that technology and innovation will lead to more fulfilling lives for the planet.

By introducing this inherently Japanese philosophy of human-centered tech throughout the experience, SoftBank had the opportunity to show public officials in DC and beyond how they’re incorporating Japan’s perception of technology into their investments within the US, and how a partnership in this mission will benefit everyone.