| Title | CONGRATULATIONS KYUSHU! |
| Brand | KYUSHU RAILWAY COMPANY |
| Product / Service | KYUSHU BULLET TRAIN |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Advertising Agency: | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yuya Furukawa | DETNSU INC. Tokyo | Creative Director |
| Atsushi Ogi | DETNSU INC. Tokyo | Planner/Art Director |
| Takuya Isojima,Hirokazu Ueda | DETNSU INC. Tokyo | Copywriter |
| Kota Tohata,Sayaka Arimoto | DETNSU INC. Tokyo | Planner |
| Urara Mano | DETNSU INC. Tokyo | Art Director |
| Keiichi Higuchi | DETNSU INC. Tokyo | Strategist / Campaign Planner |
| Shinya Seino | DETNSU INC. Tokyo | Web Planner |
| Miyo Sekimoto | DETNSU INC. Tokyo | Web Producer |
| Hikaru Ikeuchi,Mariko Shitara | DETNSU INC. Tokyo | Agency Producer |
| Takafumi Nogami | DENTSU KYUSHU INC. | Acount Executive |
| Ryo Miura | DENTSU KYUSHU INC. | Event Planner |
| Nobuko Nogami,Yohei Tanaka | ENGINE FILM INC. | Production Producer(Tokyo) |
| Tsuguto Shiraishi | T&E INC. | Production Producer(Kyushu) |
| Osamu Kawakami | T&E INC. | Production Manager |
| Taro Kodai,Shinsuke Ishihara | J.C SPARK INC. | Designer |
| Tsuguhisa Tanaka | Bild | CM Director |
| Yuriko Taki | DETNSU INC. Tokyo | CM Director |
| Koichi Uchida,Akio Kamachi,Mari Shibata | CAST INC. | Event Producer |
| Takehide Kunii,Mao Takagi | TAKI CORPORATION | Web Designer(Tokyo) |
| Akihiko Kumagai | ANYSENSE INC. | Web Designer(Kyushu) |
The Kyushu Shinkansen Launch Campaign was to mark the opening of all Kyushu bullet train lines in the island of Kyushu. Still struggling with the ongoing recession, it was a 'once in a 100 years' type of event for the local residents. Thus, our mission was to share it in a tangible way that would provide vigor and happiness to everyone in Kyushu. We constructed festivity and participation creating a massive festive event both old and young 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 across Kyushu. We invited people to 'do the wave' alongside the tracks during the Shinkansen's test run, and we held The 250km Wave Across Kyushu Event and filmed it from the bullet train. This wave, spanning 250km, is the world's longest.
The number of participants reached more than 30,000. Those gathered became individual media, encouraging their neighbors to participate, who would then do the same with their neighbors and so on. Everyone participated for free. Over 2 hours of TV coverage, All newspaper of Kyushu coverage, Kyushu Shinkansen special tickets Sold out in 15 seconds.TV spots of the campaign announcing the grand opening of all Kyushu Shinkansen lines was scheduled to air from March 12th, but was pulled back when the devastating earthquake hit Japan the day before. Despite this, the teaser TV spots promoted a massive reaction on Youtube (300,000 views in 3 days) and we received numerous comments telling us how it had given them courage and hope.
Step1: the invitation We invited people to 'do the wave' alongside the tracks during the Shinkansen's test run. 1. TVCF 2. Web,twitter 3. leaflets (to approach local governments, companies and educational institutions) STEP 2: The Event On the day of the Shinkansen's test run, we held The 250km Wave Across Kyushu Event and filmed it from the bullet train. This wave, spanning 250km, is the world's longest. 4.TVCF 5. Web