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  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    IZUMIGAOKA SUMO WRESTLING CLUB
  • BRAND :
    KANAZAWA HIGH SCHOOL SUMO WRESTLING TOURNAMENT
  • ADVERTISER :
    THE HOKKOKU SHIMBUN
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    KAZUNORI KAWAGOSHI
  • COPYWRITER :
    IORI ANEGAWA/YOSHIFUMI SATO/KOSUKE FUKUI
  • ART DIRECTOR :
    KAZUNORI KAWAGOSHI/SATOSHI KOHNO
  • PRINT PRODUCTION COMPANY :
    J.C.SPARK INC., TOKYO/AMANA INC., TOKYO/ACUBE INC., TOKYO/
    UN INC., TOKYO
  • PHOTOGRAPHER :
    RYOHEI TAKANASHI
  • RETOUCHER :
    RUMI ANDO (UN INC.)
  • DESIGNER :
    TOSHINORI OBUCHI (J.C.SPARK INC.)/AYAKA INO (J.C.SPARK INC.)/
    RIKITO FUJITANI (J.C.SPARK INC.)
  • PRINT PRODUCER :
    HAYATO SATOMI (AMANA INC.)
  • CULTURAL CONTEXT EXPLANATION :
    THE HIGH SCHOOL SUMO KANAZAWA TOURNAMENT IS A TRADITIONAL SUMO EVENT THAT HAS A LONG HISTORY OF MORE THAN 100 YEARS. HIGH SCHOOL SUMO IS A LOW-PROFILE SPORT AND LESS POPULAR THAN HIGH SCHOOL SOCCER OR HIGH SCHOOL BASKETBALL. THEREFORE, THE POPULATION OF PLAYERS HAS BEEN DECREASING YEAR BY YEAR. IN ORDER TO CONTINUE THE HISTORIC SPORT TOURNAMENT, WE HAVE TO INCREASE THE PLAYER POPULATION.
  • ENGLISH CONTEXT EXPLANATION :
    THE HIGH SCHOOL SUMO KANAZAWA TOURNAMENT IS A TRADITIONAL SUMO EVENT THAT LASTS MORE THAN 100 YEARS. HIGH SCHOOL SUMO IS A LOW-PROFILE SPORT AND LESS POPULAR THAN SOCCER OR BASKETBALL. THEREFORE, THE POPULATION OF PLAYERS HAS BEEN DECREASING YEAR BY YEAR. IN ORDER TO CONTINUE THE HISTORIC SPORT TOURNAMENT, WE HAVE TO INCREASE THE PLAYER POPULATION. HOKKOKU SHIMBUN INC., THE TOURNAMENT ORGANIZER, LAUNCHED A CAMPAIGN TO HAVE THE PLAYERS TAKE MORE PRIDE IN THEIR SUMO LIFE AND RECRUIT THEIR OWN CLUB MEMBERS WITH CONFIDENCE. BASED ON THE THINKING THAT "THE MAIN ROLE OF THE TOURNAMENT IS NOT ITSELF BUT THE PARTICIPATING SCHOOLS", WE PRODUCED TOURNAMENT POSTERS AS CHEER POSTERS FOR EVERY 72 PARTICIPATING SCHOOLS. THE POSTERS WERE APPEARED IN THE MORNING NEWSPAPER ON THE DAY OF THE TOURNAMENT AND THE TOURNAMENT VENUE. AFTER THE TOURNAMENT, THE POSTERS WERE GIVEN FOR EACH PARTICIPATING SCHOOL AS SUMO CLUB MEMBER RECRUITING POSTER.