Execution

Distributed to main rails in Tokyo and Osaka for 3 weeks.

English Translation of Main Headlines

The cholesterol of Japan's businessmen is a serious issue. One out of every three loses his life due to the progression of arterial infarcation. The purpose of this campaign was to make these persons more aware of the horrors of arteriosclerosis caused by abnormal cholesterol levels. Almost all Japanese businessmen commute by train. This is where commuter trains were first used as a new type of media. We utilized the length of train and recreated an artery inside a train. And displayed cross sections of rapidly clogging arteries due to abnormal cholesterol levels. They carried the frightening and truthful message that the arteries of busy businessmen are becoming clogged like this even as they commute to and from work.