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  • LOTUS :
    LOTUS ROOTS
  • CATEGORY :
    DESIGN LOTUS
  • 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 :
    HIROYUKI KATO/NANAE ISHIKAWA/ASUKA YAMAMOTO
  • 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
  • CULTURAL CONTEXT EXPLANATION :
    The tradition of collecting woodcut-style stamped images in a travel scrapbook has a long history in Japan. It traces its origins to the nation’s shrines and temples, where visitors can have the official “seal” of a shrine or temple stamped into a travel scrapbook as a way to commemorate their visit.
    The collection of such stamps is something of a national passion, and “stamp rallies” have become a popular way to encourage people to visit all of the points of interest at travel destinations.
    Our campaign was conceived from the insight that we could leverage this traditional stamp rally culture and national affinity for stamp collecting to communicate with customers in an interactive way.
  • BACKGROUND OVERVIEW :
    Railways are so integral to life in Japan they are often taken for granted. Our campaign was designed to address that issue by connecting people to the railway and its infrastructure at a personal level.
    We began by searching historical archives and social media for stories about train stations throughout Japan. Based on our research, we created woodcut-style stamps for each station and an interactive web app for collecting the stamps on a smartphone. In addition, we made a special book, posters, billboards, promotional items and more. Our designs have a warm, handcrafted, traditional Japanese woodblock printing look using only six Japan Railway Signature Colors.
    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, it made people think about trains in a new way, and started a dialogue with the brand that is helping to shape the railways of tomorrow.
  • URL :
    https://dev1.railway150.jp/contents/stamp/