SUB CATEGORY :

MOTION & DIGITAL DESIGN

COMPANY ENTERING :

DENTSU INC., TOKYO

ENTRY TITLE :

MODERN KIDAI SHÔRAN

BRAND :

NIHONBASHI REVITALIZATION

ADVERTISER :

NIHONBASHI CULTURAL EXCHANGE FESTIVAL EXECUTIVE COMMITTEE

AGENCY :

DENTSU INC., TOKYO

EXECUTIVE CREATIVE DIRECTOR :

KENICHI SAKUTA

CREATIVE DIRECTOR :

TAKANAO YAJIMA/YOH AKAGI

ART DIRECTOR :

TAKAHIRO TSUCHIYA

ACCOUNT EXECUTIVE :

KEI NAKAMURA

AGENCY PRODUCER :

KENTARO HIRATSUKA 

EVENT PRODUCER :

KAORU IWATANI

ADVISOR :

JUNKO YAMADA

FILM PRODUCTION COMPANY :

GROOVISIONS, TOKYO

BACKGROUND OVERVIEW :

BACKGROUND: IN 1999, A PICTURE SCROLL NAMED "KIDAI SHORAN" WAS DISCOVERED. THE 12-METER-LONG SCROLL DEPICTED THE TOWN OF NIHONBASHI FROM 200 YEARS AGO. AT THAT TIME, TOKYO WAS THOUGHT TO BE THE BIGGEST CITY IN THE WORLD AND NIHONBASHI WAS ONE OF THE MORE THRIVING AND PROSPEROUS TOWNS WITHIN TOKYO. AS TO HOW NIHONBASHI IN MODERN-DAY TOKYO... ALTHOUGH LONG-ESTABLISHED STORES REMAIN WITH SUCCESSORS INHERITING AND PRESERVING THE ESSENCE OF THE EDO PERIOD, MANY CONTEMPORARY BUILDINGS LINE UP NEXT TO THEM. THE PROSPEROUS ATMOSPHERE OF THE PAST HAS DIMINISHED, PALING IN COMPARISON TO OTHER TOWNS SUCH AS GINZA AND SHIBUYA. PEOPLE IN THE CITY CHERISHED SEEING THE LIVELINESS OF 200 YEARS AGO IN THE PICTURE SCROLL, WHILE AT THE SAME TIME, LAMENTED DAY AFTER DAY OVER HOW TO REGAIN AND MAINTAIN THAT LIVELINESS INTO NIHONBASHI'S FUTURE. CHALLENGE: TO RESTORE THE FORMER PRIDE AND VIBRANCY OF NIHONBASHI, AS DEPICTED IN THIS PICTURE SCROLL. IDEA/EXECUTION: WE THOROUGHLY STUDIED THE PICTURE SCROLL AND INVENTED A NEW "KIDAI SHORAN" PICTURE SCROLL USING CONTEMPORARY ANIMATION TECHNIQUES. THIS ANIMATION IS TO SERVE AS A SYMBOL OF LOOKING TO EVOLVE NIHONBASHI INTO THE FUTURE WHILE STILL INHERITING THE TRADITIONS AND ESSENCE OF THE EDO PERIOD.