Creative Minds: Koji Kanzaki on turning childhood dreams into award-winning campaigns

Name: Koji Kanzaki (欢崎浩司)

Place of origin: Kobe, Japan

Places lived and worked: Kobe, Japan, Guangzhou, China

Pronouns: He/him

CV:

• Executive creative director, Dentsu Creative China, 2023-present
• Senior creative director, Dentsu Creative China, 2022-2023
• Creative director, Dentsu Creative China, 2021-2022

1. How did you end up being a creative?

As a child, I was physically weak and spent most of my time indoors. I was strongly influenced by the manga, video games, TV programmes, and movies I was exposed to during that time. They made me dream. When I grew up and started working, I wanted to create things that would captivate children like me. So, I chose a creative career.

2. What’s your favourite piece of work in your portfolio?

My favourite project is a collaboration between Tokyo Metro and Suntory Boss canned coffee, titled The Last Train. Using the station’s digital signage, colleagues of a retiring stationmaster (who had worked at the station for a long time) organised a surprise for him on his last day. In Japan, it’s common for people to spend their entire career at one company, so this was a special way to say thank you.


3. What’s your favourite piece of work created by someone else?

Improv Everywhere. It’s comedian and director Charlie Todd’s decades-long project, bringing extraordinary moments of surprise and delight to ordinary places. This group makes me happy and brave, reminding me of the importance of play and laughter.


4. What or who are your key creative influences?

Eiichiro Oda, the author of the manga One Piece. The series began when I was in middle school and has been with me on my journey from Kobe to university in Tokyo and into my career at Dentsu. Like Luffy and his crew, my challenges never end, and neither do their adventures. I feel like the end of One Piece might mean I’ve burnt out!

5. What kind of student were you?

I wanted to be a comedian and founded a theatre troupe called ‘Let’s Laugh Off!’. We performed at school festivals, local Kobe venues, and theatres. The idea was inspired by Whoopi Goldberg’s words in Sister Act: “We can turn anything dull into something wonderful.”

6. Who do you most admire?

Yuji Horii, the creator of the Dragon Quest video game series. As a kid, I was immersed in his games, and they felt like real adventures. His quote, “Life is an RPG: Role playing game,” has helped me through many phases of life.

7. Who is on your dream dinner guest list (alive or dead)?

Banksy. His playful art inspires me. Visiting his museum in Bristol and seeing his street art taught me how to make things that move people’s hearts. I’d love to discuss how his work influences advertising and creativity over dinner.

8. What piece of advice would you give your 10-year-old self, if you could?

You’re into games now, and that’s okay. Someday, as a creative director, you’ll work on campaigns for Dragon Quest and the upcoming One Piece comic. You’ll marry a great woman who shares aspirations about global challenges, and your daughter will teach you playful lessons. Remember: Be a kid again even when you grow up. Good luck!

9. What’s your favourite music, film, TV show, or book of the past year?

My favourite film, both this year and of my life, is Sister Act. It’s a timeless favourite. Whoopi Goldberg’s character Deloris says, “They don’t like coming to church. Why? Because it’s a drag. But we could change all that.” My creative philosophy stems from quotes like this.

10. Do you have a catchphrase?

Yes—'be a kid again.' It means that even as adults, we can still play, imagine, and use our childlike creativity to achieve great things. I’ve used this mantra since joining Dentsu in Japan in 2006, and it still drives me today.

11. Tell us about an artist we’ve probably never heard of.

Bounce Patrol. This group creates playful, educational English-learning content. My four-year-old daughter introduced me to their videos, which teach phonics in an entertaining way.