SHIBUYA HIKAIRE by Tokyu Agency for TOKYU

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SHIBUYA HIKAIRE

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Industry Consumer & Public services
Media Design & Branding, Case study
Market Japan
Agency Tokyu Agency
Executive Creative Director Makoto Shinohara
Creative Director Kazuto Mochizuki
Copywriter Mai Yamaguchi, Takanori Maruhara
Designer Toshimi Hayashi
Released June 2012

Awards

Spikes Asia 2012
Design Posters Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Posters
Advertiser: TOKYU CORPORATION
Product/Service: COMPLEX BUILDING
Agency: TOKYU AGENCY Tokyo, JAPAN
Advertiser TOKYU CORPORATION
Product COMPLEX BUILDING
Entrant TOKYU AGENCY Tokyo, JAPAN
Type of Entry: Graphic Design & Design Crafts
Category: Posters
Title: SHIBUYA HIKAIRE
Advertiser/Client: TOKYU CORPORATION
Product/Service: COMPLEX BUILDING
Entrant Company: TOKYU AGENCY Tokyo, JAPAN
DM/Advertising Agency: TOKYU AGENCY Tokyo, JAPAN
Chief Creative Officer: Makoto Hayashi (Tokyu Agency)
Executive Creative Director: Makoto Shinohara (Tokyu Agency)
Creative Director: Kazuto Mochizuki (Tokyu Agency)
Creative Director/Art Director: Shobun Nakashima (Tokyu Agency)
Copywriter: Takanori Maruhara (Tokyu Agency)
Copywriter: Mai Yamaguchi (Tokyu Agency)
Agency Producer: Yusuke Kimura (Tokyu Agency)
Agency Producer: Toshinori Tsuchiya (Tokyu Agency)
Designer: Toshimi Hayashi (Tokyu Agency)
Brief Explanation
To maximize the campaign impact and attention, we created various types of posters of ‘Nobody sees building’ and put up 100 consecutive posters of that sort to walkway from Shibuya station to the new building.
Describe the brief from the client
To convey ‘Shibuya Hikarie’ is not just a state of art complex building but also the icon that leads Shibuya to ‘neo-entertainment’ district. ‘Shibuya Hikarie’ will transmit new culture and trend to Japan and all over the world.


Describe the creative solution to the brief/objective.

‘Nobody sees building’ creative. We developed this creative for the graphical ‘Shibuya Hikarie’ building instead of using artificial 3D perspective or photograph and achieved nonverbal creative development .


Describe the results in as much detail as possible.

Featuring ‘Nobody sees building’ creative by various types of free media that increase the awareness of this campaign for Japan nationwide, even the ads executed only in the Shibuya area. For SNS, the young internationally prolific contemporary artist tweeted this campaign for his Twitter account for over 57,000 his followers. After the moment, his followers spread the topic right away to their own twitter account.