WORKING HOLIDAYS: "CREATE YOUR NEW SELF IN NEW ZEALAND" Outdoor Advert by Beacon Communications

Category: Ambient: Stunts & Live Advertising
Advertiser: AIR NEW ZEALAND
Product/Service: WORKING HOLIDAYS
Agency: BEACON COMMUNICATIONS
Copywriter: Masayuki Tanaka
Art Director: Yukichi Shikata
Account Supervisor: Tetsu Ishii (Ead)/Yoshinori Okano
Date of First Appearance: Aug 25 2009 12:00AM
Entrant Company: BEACON COMMUNICATIONS, Tokyo, JAPAN

Description of Ambient execution
To deliver our message, “Take one year, and create your New Self in New Zealand,” we featured a classic transformation story told in a purely Japanese way…through Action figures. Thinking performance art, we made the Action figures “life-size” in Shibuya, a popular destination area for young adults in Tokyo, to visually showcase how people transform into their New Self in New Zealand.

English Translation of Main Headlines
Create your NEW Self in NEW Zealand. "Life-Size" Action Figure Box : NEW-ZEA KATSUYAMA This is the new Katsuyama! I will live longer than 15 minutes*! * Katsuyama was a comedian of “15 minutes of fame” who lost his way. "Life-Size" Action Figure Box : AROUND 30 HARA　 Whistling old myself down the wind, now new myself gets started from the ”goal-in*”! * “goal-in” = marriage (Japanese slang) "Life-Size" Action Figure Box : NEET SUDO It’s been a year since I started working after five years being a NEET. Hey, Society! Sorry to keep you waiting! Now I am awakened to the joy of working!