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  • SUB CATEGORY :
    USE OF MOBILE & DEVICES
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    MY JAPAN RAILWAY
  • BRAND :
    JAPAN RAILWAY 150TH ANNIVERSARY CAMPAIGN
  • ADVERTISER :
    JR GROUP
  • AGENCY :
    DENTSU INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    TAKUMA TAKASAKI
  • CREATIVE DIRECTOR :
    YOSHIHIRO YAGI
  • ART DIRECTOR :
    DAISUKE HATAKEYAMA
  • COPYWRITER :
    MARIKO FUKUOKA/MINA SUGIOKA
  • CREATIVE PRODUCER :
    AKIKO SEINO
  • ACCOUNT EXECUTIVE :
    NAOTO IKEGAMI/MAMI UMEZAWA/JUN MAEDA
  • MEDIA AGENCY :
    DENTSU INC., TOKYO
  • PR AGENCY :
    DENTSU INC., TOKYO
  • PR DIRECTOR :
    YOHEI NEMOTO
  • PR PLANNER :
    YAMATO TSURUOKA/NAKO MORIMITSU
  • PR PRODUCER :
    SACHIKO OMORI
  • PRODUCER :
    SHOHEI NAKAJIMA/YUU NISHIMUTA/NANAMI IZUKA/
    YUMI KOFUNE/HIROTAKA ITO
  • FILM PRODUCTION COMPANY :
    DENTSU CREATIVE CUBE INC., TOKYO
  • DIRECTOR :
    TAKUYA DEMURA
  • FILM PRODUCER :
    MASAHIRO OYAMADA/TOMOKI MIZUTANI
  • PRODUCTION MANAGER :
    MIYU YAGI
  • MUSIC :
    TORU SASAKI
  • POST-PRODUCTION COMPANY :
    1-10 INC., KYOTO/PR CONSULTING DENTSU INC., TOKYO/
    DENTSU LIVE INC., TOKYO
  • ENGINEER :
    NANA NAKAMURA/SHUNSUKE KOTANI
  • TECHNICAL DIRECTOR :
    YOSHIHITO FUJIWARA
  • TECHNICAL DESIGNER :
    RYOMA INOUE
  • PRODUCER :
    TOMOKO YOKOTA
  • PROJECT MANAGER :
    JOJI GAMO
  • PRINT PRODUCTION COMPANY :
    CREATIVE POWER UNIT, TOKYO/ADBRAIN INC., TOKYO/
    LULL INC., TOKYO
  • DESIGNER :
    MASASHI FUJITA/MASASHI MISHIMA/TATSUSHI NAGAE/
    HISATO TAKAGI/MASAKI IDERA/RYOSUKE MURAI/
    HIROYUKI TSUJI/DAISUKE KATAYAMA/TAKAMASA MIYAGAWA/
    TOMOAKI TERAI/HARUKO NAKATANI/RYOHEI WADA/
    SHUKA MIYATA
  • CAMPAIGN SUMMARY :
    Railways are so integral to life in Japan they are often taken for granted. For Japan Railway's 150th anniversary campaign, we designed to
    address that issue by connecting people to the railway and
    its infrastructure at a personal level.
    We researched historical archives and social media for stories about train stations throughout Japan. And we created woodcut-style stamps for each station and a web app for collecting the stamps on
    a smartphone.
    This encouraged people to visit more stations and discover new sights, turned everyday commuting into an adventure, and gave stamp collectors a sense of shared experience.
    Even more importantly, as a branding campaign, it inspired people to think about Japan Railway in a new way, and started a dialogue emotionally with the brand that is helping to shape the railways of tomorrow.
  • CREATIVITY/IDEA/INSIGHT :
    Our creative idea was to imbue stations all across Japan with their
    own unique identity, transforming them from simple transportation access points into destinations of personal significance that people could feel a strong emotional connection to.
    We began by researching railway stations across the country,
    reviewing historical records, newspaper articles, archival and current photos and social media. Based on our research, we created woodcut-style stamps for over 900 stations nationwide, and a web app for collecting the stamps on a smartphone. In addition, we made a special book, posters, billboards, promotional items and more.
  • STRATEGY :
    Our strategy was to focus on how people thought about railway infrastructure—particularly the stations that serve as access points to railway services. We knew that stations were perceived as public spaces, not as places to which people felt any personal attachment,
    and that this caused people to think about railways simply as an everyday means of public transportation. In addition, it was only avid railway fans who loved trains and stations enough to post about them on social media. But with the attractive content we provided, even ordinary commuters began to share their love, becoming a vast network public relations hubs for the railway.
  • EXECUTION :
    Our web app captured the unique identities of stations and communities across Japan with images that have the warm, handcrafted look of traditional Japanese woodblock prints using only six Japan Railway Signature Colors. Because our mobile app shows the date and time each stamp was collected along with the number of other people who have already collected the same stamp, a sense of community is also created among stamp collectors.
    To support the campaign, our billboards were placed in high-traffic station walkways and featured all of the stamps arranged in the shape of a map of Japan, while the posters were offered as prizes that people could win by completing in-app tasks. Our book is an encyclopaedic compilation of the stamps depicting train stations and railway scenes from across Japan.
    Finally, we increased the value of the everyday commuting experience by transforming it into an adventurous treasure hunt. This gave people
    a reason to talk about their favourite stations and railway adventures with others.
  • RESULT :
    When people no longer traveled abroad after the pandemic,
    our campaign successfully supercharged interest in domestic travel.
    This not only benefitted the railways, of course, but also helped boost regional economies nationwide.
    In a survey of campaign participants, 71% said “It made traveling around Japan by train more fun,” and 68% said “It made me want to visit places I hadn’t visited before.”
    In addition to bringing about this positive change in attitude,
    the campaign has also garnered over 24,000 mentions and over 49,000,000 impressions on social media and been featured in magazine and newspaper articles. During the campaign to date, some 1,000,000 users have collected over 6,300,000 stamps, strengthening
    the brand-customer relationship and entertaining railway passengers of all ages.
  • URL :
    https://dev1.railway150.jp/contents/stamp/