The Shinkansen Design & Branding GET BACK, TOHOKU. by Dentsu Inc. Tokyo

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Industry Railways
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Yukio Oshima
Creative Director Takuma Takasaki
Art Director Yoshihiro Yagi
Copywriter Hiroshi Ichikura, Waca Sakamoto
Designer Rumiko Kobayashi, Daisuke Hatakeyama
Photographer Yasutoshi Fujiwara
Released November 2011

Credits & Description

Category: Posters
Agency: DENTSU
Executive Creative Director: Yukio Oshima (Dof)
Copywriter: Waca Sakamoto (Ichikura Office)
Art Director: Yoshihiro Yagi (Dentsu)
Agency Producer: Koji Wada (Dentsu)
Account Executive: Ken Masuda (Dentsu)
Creative Director: Takuma Takasaki (Dentsu)
Copywriter: Hiroshi Ichikura (Ichikura Office)
Designer: Daisuke Hatakeyama (Creative Power Unit)
Designer: Rumiko Kobayashi (Creative Power Unit)
Account Executive: Hiroyuki Nakayama (Dentsu)
Agency Producer: Taro Saito (Dof)
Photographer: Yasutoshi Fujiwara
Printing Producer: Yohei Oda (Dentsu Tec)
Printing Producer: Shinya Tamura (Dentsu On Demand Graphic)
Photo: Osamu oiso (Yokohama Super Fatory)
Photo Coordinator: Reiko Kukita (Yokohama Super Fatory)
Media placement: B0/B1 Poster - EAST JAPAN Railway Station - 8 Nov 2011

Describe the brief from the client
A marketing campaign by East Japan Railway’s Tohoku Shinkansen brand to solicit visitors to the Tohoku Region, which was significantly damaged in the Great East Japan earthquake.

Describe the challenges and key objectives
Instead of an image-only campaign, train tickets were sold as a Tohoku Support Pass package.

Describe how you arrived at the final design
Under the slogan ‘Get Back to Tohoku’, the body of Shinkansen train cars were painted with dynamic designs that served to connect the regions of Eastern Japan.

Give some indication of how successful the outcome was in the market
In support of Tohoku’s recovery through the tourism business, the campaign successfully gathered a large number of travellers and followers among a demographic that has been difficult to entice. An overwhelming response was received during the launch of the event via online social network sites such as Facebook and Twitter. Above all, this promotion strengthened ties between clients and fans through helping to extend encouragement to locals affected by the disaster and instil hope in local children.