Kyushu: THE 250KM WAVE by Dentsu Inc. Tokyo for Kyushu

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Kyushu: THE 250KM WAVE

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Industry Transport, travel & tourism, Railways
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Yuya Furukawa
Art Director Atsushi Oogi, Urara Mano
Copywriter Hirokazu Ueda, Takuya Isojima
Producer Mari Shibata, Koichi Uchida, Akio Kamachi
Photographer Keisuke Kazui, Masahiro Shoda
Account Supervisor Takafumi Nogami
Released June 2011

Awards

Cannes Lions 2011
Outdoor Lions Stunts & Live Advertising Gold
Media Lions Best Use of Special Events and Stunt/Live Advertising Silver
Media Lions Travel, Entertainment & Leisure Silver

Credits & Description

Type of Entry: Ambient
Category: Stunts & Live Advertising
Title: THE 250KM WAVE
Advertiser/Client: KYUSHU RAILWAY COMPANY
Product/Service: BULLET TRAIN
Entrant Company: DENTSU Tokyo, JAPAN
Advertising Agency: DENTSU Tokyo, JAPAN
Executive Creative Director: Yuya Furukawa
Creative Director: Atsushi Oogi
Art Director: Atsushi Oogi/Urara Mano
Copywriter: Takuya Isojima/Hirokazu Ueda
Advertiser's Supervisor: Yosuke Yamamoto/Hiroko Kaku
Planner: Atsushi Oogi/Ryo Miura
Account Manager: Kenichi Mizunoo
Account Supervisor: Takafumi Nogami
Producer: Koichi Uchida/Akio Kamachi/Mari Shibata
Photographer: Keisuke Kazui/Masahiro Shoda
Other Credits: Keiichi Higuchi/Kota Tohata/Sayaka Arimoto/Mariko Shitara
Description of Ambient execution:
The Kyushu Shinkansen Launch Campaign was to mark the opening of all Kyushu bullet train lines in the island of Kyushu. We set out to expand this railroad news to create a massive ‘festival’ everyone could voluntarily participate in. In an era overtaken by virtual communication, our challenge was to create a real and ‘live’ connection, which is , a 250km wave.
We invited people to ‘do the wave’ alongside the tracks during the Shinkansen’s test run, and held the 250km wave across Kyushu and filmed it. This wave, spanning 250km, is the world’s longest.