WHITE WARRIOR / GO WITH PRIDE by McCann Tokyo for The Yokohama Rubber

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WHITE WARRIOR / GO WITH PRIDE

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Industry Tires
Media Design & Branding
Market Japan
Agency McCann Tokyo
Director Takeshi Fukuda
Art Director Masaya Abe, Kanta Kumazawa Mccann Erickson Japan
Copywriter Isamu Nakamura Mccann Erickson Japan
Producer Takeshi Furuta
Released February 2012

Credits & Description

Category: Consumer Products
Advertiser: THE YOKOHAMA RUBBER COMPANY, LIMITED
Product/Service: ICEGUARD IG35
Agency: McCANN ERICKSON JAPAN
Creative Director/Copywriter: Isamu Nakamura (McCann Erickson Japan)
Art Director: Masaya Abe (McCann Erickson Japan)
Art Director: Kanta Kumazawa (McCann Erickson Japan)
Copywriter: Isamu Nakamura (McCann Erickson Japan)
Creative Producer: Satoshi Nishimori (McCann Erickson Japan)
Account Director: Endo Atsushi (McCann Erickson Japan)
Account Director: Masashi Nakai (McCann Erickson Japan)
Account Director: Nobuaki Fujii (McCann Erickson Japan)
Director: Takeshi Fukuda (TYO)
Producer: Takeshi Furuta (TYO)
Music: Tomomi Tsukida
Sound Effect: Atsushi Sato (1991)
CG Director: Itsuro Kawasaki
Animation Director: Atsushi Takeuchi
Animation Producer: Ryuji Miki (Production I.G)
Animation Producer: Wataru Kurosawa (Production I.G)
Offline Editor: Akio Noji (TYO Technical Launch)
Online Editor: Takero Yamashita (TYO Technical Launch)
Production Manager: Satoshi Sakaino (TYO)
Production Manager: Yuki Inamura (TYO)
Media placement: TVC - ROSSIYA1, ROSSIYA2 - 1 September ~ 31 October 2011
Media placement: Internet Film - YouTube - 31 October 2011 ~ Present
Media placement: OOH Bilboard, Shop POP, Catalogue - Russia Moscow MKAD, Leningradskoe, Kremlin, Miklouho Maclay - 1 September ~ 28 February 2012
Media placement: TVC - UTB (USA) , Thailand - 15 December 2011 ~ Present
Media placement: Internet Film - Youtube - 15 December 2011 ~ Present
Media placement: OOH (Bilboard) - Columbia - November 2011 ~ Present
Media placement: Bilboard - Thailand (5 Locations In Bangkok And Ayutthaya) - February 2012 ~ March 2013
Media placement: Magazine - Paraguay - February 2012

Describe the brief from the client
Design a brand campaign that will communicate that 'Yokohama Tyre = Japanese Brand = High Performance' to the world despite the differences in language or knowledge about Japan.

Describe the challenges and key objectives
Challenge:
We have to use elements that are universal to the world, in order to overcome the language barrier or differences in knowledge levels.

Objective:
Appeal that 'Yokohama Tyre = Japanese Brand = High Performance, High quality'.

Describe how you arrived at the final design
We came up with the idea to develop a campaign icon that works worldwide.
Thus, we applied the Samurai as a motif, which is art-directed as a 'Japanimation' in order to avoid looking outdated, and re-design it into a new character.

Give some indication of how successful the outcome was in the market
With this design, we have succeeded in bringing surprise to various countries, without depending on the language. The campaign was launched in various countries with differing cultures, such as South America, Middle to Near East Asia, North America, and Russia. Especially in the developing market of Russia, Yokohama Rubber became a pioneer in opening a new market, and achieved a no.1 position for a Japanese Brand.