| Title | HILLS POST 2009 |
| Brand | JAPAN POST SERVICE |
| Product / Service | NEW YEAR'S GREETING CARDS |
| Category | B06. Digital Outdoor |
| Entrant | GT TOKYO, JAPAN |
| Entrant Company: | GT TOKYO, JAPAN |
| Advertising Agency: | GT TOKYO, JAPAN |
| 2nd Advertising Agency: | DENTSU Tokyo, JAPAN |
Credits | |
| Chief Creative Officer | Campaign Director/Concept/Agency Producer : Reietsu Hashimoto(Dentsu Inc.) |
| Executive Creative Director | Tohru Tanaka(Gt Tokyo)/Concept/Agency Producer/Production Management : Takaya Maekawa(Dentsu Inc.) |
| Creative Director | Reietsu Hashimoto(Dentsu Inc.)/Concept/Campaign Management : Motoi Sadakane(Copilot Inc.) |
| Copywriter | Takayuki Rokutan(Gt Tokyo)/Concept/Web Director : Takayuki Rokutan(Gt Tokyo) |
| Advertiser's Supervisor | Event Director : Kenichi Kushida(Lounge Inc.) |
| Planner | Media Producer(Ooh) : Takumi Shiba/Eisaku Ota/Yusuke Kazama(Dentsu Inc.) |
| Account Manager | Music Composer : Masakatsu Takagi |
| Account Supervisor | Film Director : Ryo Takebayashi(Hat)/Account Executive : Taro Masuda(Dentsu Inc.) |
| Producer | Flash(Web) : Takumi Watanabe(Steneco)/Planning Supervisor : Rie Takeshima/Takashi Sakuma(Dentsu In |
| Art Buyer | Film Producer : Kyosuke Sakurai(Logosdeagin)/Naoki Sato(Hat) |
| Art Director | Rie Fujinaka(Noppo)/Desginer : Rie Fujinaka(Noppo) |
| Illustrator | Programmer(Event) : Masato Tutsui(Aircord Inc.) |
| Photographer | Technical Director(Event) : Toshiyuki Hashimoto(Aircord Inc.) |
| Typographer | System(Event/Web) : Jun Komatsu(Uniba Inc.) |
| Other Credits | Client Supervisor : Kanako Asami/Katsuhiko Ito/Kenichi Aizawa/Hitoshi Douken/Masago Tanimori |
This advertising took plase at Roppoingi Hills Metro Hat which is a synbolic building of Roppongi, Tokyo. For the sender, the excitement associated with posting a letter increases as they see themselves posting their New Year's card into a giant postbox. They are also able to send a movie beginning with the moment of posting their card, along with the New Year’s card. For the receiver, along with the New Year's card they can watch 'a personalized branded movie from the moment of sending to receiving'. Beginning with the sender and their 2 brand experiences, this promotion has given the ‘letter’ a new sense of value and has introduced a new way of saying 'Happy New Year!'
Over 3,000,000,000 cards are sent every year and are one of Japan's special greeting customs. The number of young people sending New Year’s cards is declining. Our aim is to increase this and encourage a devotion to the letter-writing culture which is so important to Japanese society. Using the characteristics of the interpersonal exchange of a letter and the collaboration of digital and analogue methods, a solution to how to promote the sending and receiving of letters was found. This has given the ‘letter’ a new sense of value and has introduced a new way of saying 'Happy New Year!'