SMASH is a promotional tool developed for K's JAPAN, a guitar designed to be destroyed.
It is an extraction of K's JAPAN's rock spirit, "Destroy to Create"- to destroy rigid systems to create something new.

This is a viral video manual of SMASH!
It was part of a promotional campaign to make K's JAPAN famous including rock events, iphone applications, viral videos etc.

SMASH is an actual product that could be bought through for just 50dollars! Due to its unexpected popularity, it sold out. However K's JAPAN is planning to make a second edition.
So those who would like to purchase one,
please keep a watch out on their website:

Ageny: Hakuhodo Inc. Creative Director: Jin Saito Art Director: Kentaro Harano Copywriter: Hidenori Sakai Agency Producer: Shoko Akutagawa Production Company:Hakuhodo Products Producer: Hirofumi Nobuta Director: Manabu Terao

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Comments (2)

  • Dabitch's picture

    Congrats on the Cannes win!

    Jul 08, 2010
  •'s picture (not verified)

    I really enjoyed reading your article. I found this as an informative and interesting post, so i think it is very useful and knowledgeable. I would like to thank you for the effort you have made in writing this article.

    Apr 14, 2016