Hiroshima Peace Memorial Museum Case study PEACE SHADOW by Hakuhodo Tokyo


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Industry Museums & Libraries
Media Case study
Market Japan
Agency Hakuhodo Tokyo
Executive Creative Director Tatsuo Miyajima
Art Director Rikako Nagashima
Designer Naonori Yago
Producer Hideaki Hamatani, Shoko Akutagawa, Erika Abiko
Photographer Kenichi Muramatsu, Chinami Uematsu
Released July 2010

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: Mar 1 2010
Entry URL: http://peaceshadow.net/award/en/
Executive Creative Director: Tatsuo Miyajima (Tatsuo Miyajima office)
Creative Director / Copywriter: Tsubasa Oyagi (HAKUHODO Inc.)
Art Director: Rikako Nagashima (HAKUHODO Inc.)
Interactive Planner: Seiichi Ookura (HAKUHODO Inc.)
Designer: Naonori Yago (HAKUHODO Inc.)
Web director: Kampe Baba (Bascule Inc)
Photographer: Kenichi Muramatsu (Freelancer)
Producer: Hideaki Hamatani (TYO Inc)
Producer: Shoko Akutagawa (Freelancer)
Film Director: Suguru takeuchi (Freelancer)
Producer: Erika Abiko (Freelancer)
Photographer: Chinami Uematsu (Freelancer)
Production Manager: Fukashi Yagasaki (TYO Inc)
Media placement: Workshop - BLD Gallery - 7.March 2010
Media placement: Workshop - Hiroshima Peace Memorial Museum - 18.JULY 2010 - 19.JULY 2010
Media placement: Website - Website - 1.March 2010
Media placement: EXHIBITION1 - NHK Hiroshima - 3.AUGUST 2010 - 6.AUGUST 2010
Media placement: EXHIBITION2 - Art Park Hiroshima - 3.AUGUST 2010 - 6.AUGUST 2010
Media placement: EXHIBITION3 - Previous Bank Od Japan Hiroshima - 3.AUGUST 2010 - 6.AUGUST 2010

Describe the campaign/entry
The purpose was to pass on Japan’s nukes memories to the world as it is fading after 65 years.
The idea is to recreate nukes memories to raise awareness of the importance for A-World-Without-Nuclear-Weapons.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign was comprised of 3 parts; workshop, website and exhibition.


Participants create their shadows with the same principle as a nuclear shadow, engraved with the flash of a nuclear bomb. This act creates a personal connection with the historical tragedy, as a trigger to wish for A-World-Without-Nuclear-Weapons.
Then, these shadows act as their signature to stand in the Peace-Shadow -Project.


Not only can users create and send in their own Peace Shadows, by doing so, they create a community that shares the same wish from around the world.


Peace Shadows of nuclear victims were exhibited where they were exposed. The past resided in the present Hiroshima as a reminder of the tragedy as a trigger to wish for A-World-Without-Nuclear-Weapons.

Give some idea of how successful this campaign/entry was with both client and consumer
・ Over 1800 people sent in Peace Shadows from over 130 countries through
・ the website.
Media picked up our campaign as a top news item on national newspapers and NHK (national tv station) aired a documentary of the workshop as a memorial day special.
・ Peace Shadow Project was invited to Hiroshima Modern Museum, Whitney Museum in New York, and Japan Media Arts Festival as an interactive art piece.