SATO 2531

SATO 2531 is a public awareness campaign based on a statistical simulation that suggests "by the year 2531, everyone in Japan will share the surname 'Sato'."
Japan is the only country in the world where the law requires married couples to adopt the same surname.
Currently, around 500,000 couples get married each year, and under this system of mandatory shared surnames, approximately 500,000 family names disappear annually.
Historically, there were about 130,000 different surnames in Japan. However, if the system continues unchanged, surnames will continue to decrease, eventually converging into just one.
The most common surname in Japan today is "Sato," with about 1.529% of the population bearing this name as of 2023.

In response, "Asuniwa" launched the "Think Name Project," commissioning a unique study by Professor Hiroshi Yoshida of the Graduate School of Economics and the Center for Research on Aging Society at Tohoku University. Based on the growth rate of the Sato surname and demographic trends, the analysis produced a striking result: If selective dual-surname options are never introduced and the current system persists, by the year 2531, every Japanese citizen will bear the surname Sato.
Building on these findings, the campaign "SATO 2531" was rolled out on April 1 (April Fool's Day), in collaboration with supporting companies and partners, as a playful yet thought-provoking awareness initiative.
"In 500 years, Japan may be overflowing with 'Satos'."
By imagining this possible future, the campaign invites society to reconsider the issue of selective surnames for married couples.

IN FOCUS was in charge of film direction. The campaign received international recognition, including a Gold award at Cannes Lions, three Golds at The One Show, a Grand Prix at CLIO, and the prestigious Yellow Pencil (equivalent to Gold) at the D&AD Awards 2025, regarded as one of the world's most respected design and advertising honors.