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SUB CATEGORY :
RESILIENCE THROUGH CREATIVITY
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COMPANY ENTERING :
DENTSU KYUSHU INC., FUKUOKA
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TITLE :
SHOOTING STAR BULLET TRAIN
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BRAND :
KYUSHU SHINKANSEN
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ADVERTISER :
KYUSHU RAILWAY COMPANY
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AGENCY :
DENTSU KYUSHU INC., FUKUOKA/
JR KYUSHU AGENCY, FUKUOKA
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CHIEF CREATIVE OFFICER :
JUN MORIWAKI
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EXECUTIVE CREATIVE DIRECTOR :
KOICHI ITO
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CREATIVE DIRECTOR :
YUZURU KITAGAWA
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ART DIRECTOR :
KEITARO KOGA
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COPYWRITER :
YASUTAKA YAMAGUCHI
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ACCOUNT EXECUTIVE :
KOJIRO UENO/JUNKO NAKAZONO/HAJIME HIGUCHI/
HAJIME KAYASHIMA/KENSHIN UETSUKI/KENTA ABE
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PR PLANNER :
IKUO OBA/RYO MIURA/YUMI HAGIWARA
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MEDIA AGENCY :
VSQ, FUKUOKA
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CAMERAMAN :
TAKASHI SHINKAWA/MASAOMI SAKAGUCHI/KOHEI SATO/
JUNJI TSUNEYOSHI/AYA ETO/HIROYUKI TAKADA/SYO YOSHIDA/
SEIRA KODAMA/YUICHI OTA/SHOTARO OKANO
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FILM PRODUCTION COMPANY :
VSQ, FUKUOKA
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DIRECTOR :
KENU NOMURA
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CINEMATOGRAPHER :
TATSUNORI YOKOSUKA/HIROKAZU FUKUSHIMA
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CAMERAMAN :
NAOYUKI KONDO/KOTARO ISHIKAWA/HIROAKI HORI/
YUICHIRO NAKAMURA/HISATOMO ETO/
TAKASHI MATSUMURA/HIROTAKA YASUKI
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FILM PRODUCER :
KENICHI FUKUYAMA
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PRODUCTION MANAGER :
SHUHEI MATSUO
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POST-PRODUCTION COMPANY :
VSQ, FUKUOKA
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EDITOR :
DAISUKE AKIYAMA/DAI KUWAHARA
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COLORIST :
MIE BABA
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MIXER :
RISA KONO
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CAMERAMAN :
KOJI KAWAGUCHI/HIROKI FUKUYAMA
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CAMPAIGN SUMMARY :
Traversing 250km from one end of Kyushu to the other, this year marks the 10th anniversary of the opening of the Kyushu Shinkansen line. However, in the past decade, Kyushu has been hit by repeated disasters, including COVID19 which has been spreading around the world. Since people were unable to travel due to the epidemic, JR Kyushu imagined a unique solution to the stagnation of the situation.
In hopes to make the world a brighter place,JR Kyushu ran a special bullet train, shining like shooting star over 250 kilometers, the entire length of the island of Kyushu. In addition, the outer body of the bullet train was decorated with "wishes" collected from the public.
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THE BRIEF :
The client, Kyushu Railway Company, is a company in the Kyushu region of Japan. The Kyushu Shinkansen is one of the most important means of transportation for the residents of Kyushu, connecting one end of the region to the other (250km) in an hour and a half. The brief from the client was to commemorate the 10th anniversary of the opening of the Kyushu Shinkansen. During the past ten years, the Kyushu region has experienced major earthquakes and floods. In addition to that, COVID-19 hit not only Japan but also the world. So, we couldn't celebrate this memorable day with festivities. It was necessary to propose a plan that would allow people from all walks of life to have hope for the future.
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THE STRATEGY :
We planned an idea that would not only celebrate the client's anniversary, but also brighten up the stagnant Kyushu region and cheer up the residents.The "Shooting Star Shinkansen" is a project that can be participated in by people who are at home due to illness, people who have lost their families due to disasters, and ordinary residents. It is a special, one-night-only bullet train that runs 250 km from one end of Kyushu to the other with a dazzling glow.In addition, the outer body of the bullet train was decorated with "wishes" collected from the public.
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THE EXECUTION :
First, in January, we solicited "wishes" on youtube and on the company website.
This was to be posted on the body of the Shinkansen. Then, on the day of the event, the moving lights used for the concert were loaded on the Shinkansen running that day. Observation points were set up at three locations along the line, and residents and children were invited. We filmed people waving and expressing themselves as the Shinkansen passed by near each station, and later made a video.
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THE RESULT :
As for the advertising effect, more than 200k tweets generated, more than 900 articles published, and approx. US $5.5 million in advertising benefit. More than that, it was the hearts of the people living in the Kyushu region that changed. Seeing the shooting star bullet train made them think of their loved ones, create memories, and have hope for the future. Among the wishes collected was a comment from a six-year-old boy who said, "I want to be a conductor of the Shinkansen. We invited the kid to the departure ceremony and gave him the opportunity to give the signal.
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