Brief Explanation

In this project, 650 feet long ad was displayed above the platform of Hong Kong International Airport Station, introducing Okinawa's local special products as its distribution results. The creative concept consists of traditional Japanese art "EMAKI", a long scroll paintings.

The Brief

The goal of the campaign was to promote Okinawa Prefecture, one of the southern islands of Japan, as the center of distribution-hub in East-Asian region.

How the final design was conceived

Featuring OKINAWA's eight local specialty foods & goods, such as Brown sugar, Tuna(Maguro) and Awamori-sake, the traditional favorite character "SHISA", a guardian lion, guides the entire story. Passengers from all over the world, walking from end-to-end of the platform, enjoyed the unique experience. Drawn by one artist, it can be seen as a 650 feet long lyric poetry.

Indication of how successful the outcome was in the market

It was designed specially for the peculiar environment that HK Station provides, passengers come in from the opposite side of entrances and end up around the center of the platform, naturally experiencing the gallery-ish ambience. It is more than a mere display ad, but can be seen as an artistic installation. Through this illustration work, Okinawa, presenting itself as Japan's still thriving vitality, has made impression that the city is capable of leading the East Asian region.