• SUB CATEGORY :
    ILLUSTRATION
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • ENTRY TITLE :
    SLOW TRAIN, SLOW LIFE. "GET BACK, TOHOKU."
  • BRAND :
    TOHOKU SHINKANSEN
  • ADVERTISER :
    EAST JAPAN RAILWAY COMPANY
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    TAKUMA TAKASAKI
  • COPYWRITER :
    HIROSHI ICHIKURA/WACA SAKAMOTO
  • ART DIRECTOR :
    YOSHIHIRO YAGI
  • ACCOUNT EXECUTIVE :
    NAO NAMURA
  • AGENCY PRODUCER :
    KOJI WADA
  • PRINT PRODUCTION COMPANY :
    CREATIVE POWER UNIT, TOKYO
  • ILLUSTRATOR :
    PHILIPPE WEISBECKER
  • DESIGNER :
    DAISUKE HATAKEYAMA/MASASHI FUJITA
  • PRINT PRODUCER :
    SHINYA TAMURA
  • ARTIST AGENT :
    NATSUKO KIDA
  • BACKGROUND OVERVIEW :
    THE TOHOKU REGION, THE NORTHEASTERN AREA OF JAPAN, WAS DEVASTATED BY THE EARTHQUAKE AND TSUNAMI DISASTERS IN 2011. WE BELIEVED THAT THE BEST WAY TO SUPPORT THE RECONSTRUCTION OF THE AREA WAS TO ATTRACT PEOPLE TO RE-VISIT THE AREA. IN ORDER TO INSPIRE THE REGION WITH THE JOY OF TRAVEL, WE DECIDED TO SPOTLIGHT THE LOCAL RAILWAYS IN AREA THAT USUALLY OPERATE IN THE SHADOWS. THEY ARE OFTEN CONSIDERED AS SIMPLY A MEANS OF TRANSPORT. IN THIS CAMPAIGN THEY ARE TREATED AS MAIN CHARACTERS; TAKING CENTRE STAGE AND SUCCESSFULLY INFUSING A NEW BREATH OF LIFE INTO TOHOKU TRAVEL. WE REDISCOVERED THE BRAND VALUE THAT HAS BEEN OTHERWISE IGNORED AND TURNED THIS UNTAPED POTENTIAL INTO SOMETHING MORE TANGIBLE WITH THE POWER OF DESIGN.