Team Aomori Design & Branding DESIGNING THE TEAM OF 1,360,000 PEOPLE by Dentsu Inc. Tokyo

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Director Mr Takuro Watabe
Art Director Ms Rika Eguchi
Copywriter Mr Junpei Watanabe
Designer Mr Hiroshi Imamura, Mr Kouji Fukunaga, Mr Takuya Iimura
Producer Mr Satoshi Takahashi, Mr Tomokazu Obuchi
Photographer Mr Ryousuke Toyama
Illustrator Mr Shigeki Yuriko Yamane
Released January 2012

Credits & Description

Category: Charities & Not For Profit
Product/Service: TEAM AOMORI
Agency: DENTSU
Creative Director: Ms Rika Eguchi (Dentsu)
Art Director: Ms Rika Eguchi (Dentsu)
Sports Planner: Mr Keita Sato (Dentsu)
Copywriter: Mr Junpei Watanabe (Watanabe Junpeisha)
Illustrator: Mr Shigeki Yuriko Yamane
Designer: Mr Hiroshi Imamura (Takikoubou)
Designer: Mr Kouji Fukunaga (Takikoubou)
Designer: Mr Takuya Iimura (Takikoubou)
Creative Producer: Ms Mayu Miura (Takikoubou)
Producer: Mr Tomokazu Obuchi (Sametwo)
Director: Mr Takuro Watabe (Freelance)
Photographer: Mr Ryousuke Toyama (Freelance)
Producer: Mr Satoshi Takahashi (Party)
Media placement: City PR - Japan Broadcasting Corporation, Yomiuri Newspaper, Asahi Newspaper - 1 January 2012

Describe the brief from the client
Aomori city, located in the northern Tohoku area of Japan, is very well-known for its fishing industry. The previous Japanese Women’s National Curling Olympic Team based in Aomori had made a request to refurbish their team uniform.

Describe the challenges and key objectives
The key objective was to unite 1.36m people and the people of Aomori as 1 team.

Describe how you arrived at the final design
TAIRYO-BATA, the 'message of victory’ is and the pride of Aomori, the town of fishing industries. Using the concept of TAIRYO-BATA, we thought of creating designs that will generate a feeling of unity amongst the 1.36m people of Aomori, in order for people in the town, who have suffered from a lifetime of setbacks, to regain their pride and the vibrancy of the town back.

Give some indication of how successful the outcome was in the market
People heard about the TAIRYO BATA campaign successfully through the mass media along with the outdoor media and the activities and gathered around to purchase cheering items such as flags and gloves.