GET BACK, TOHOKU.

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TitleGET BACK, TOHOKU.
BrandEAST JAPAN RAILWAY COMPANY
Product / ServiceTOHOKU SHINKANSEN TRAIN
CategoryA02. Posters
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Name Company Position
Yukio Oshima Dof Inc. Executive Creative Director
Takuma Takasaki Dentsu Inc. Creative Director
Yoshihiro Yagi Dentsu Inc. Art Director
Hiroshi Ichikura Ichikura Office/Inc. Copywriter
Waca Sakamoto Ichikura Office/Inc. Copywriter
Daisuke Hatakeyama Creative Power Unit Designer
Rumiko Kobayashi Creative Power Unit Designer
Yasutoshi Fujiwara Photographer
Koji Wada Dentsu Inc. Agency Producer
Taro Saito Dof Inc. Agency Producer
Ken Masuda Dentsu Inc. Account Executive
Hiroyuki Nakayama Dentsu Inc. Account Executive

Brief Explanation

Instead of an image-only campaign, we marketed Tohoku Support Pass train ticket packages under the slogan “Get Back, Tohoku”.

The Brief

A marketing campaign by East Japan Railway’s Tohoku Shinkansen brand to solicit visitors to the Tohoku Region, which was significantly damaged in the Great East Japan Earthquake.

How the final design was conceived

Shinkansen train cars were painted with dynamic designs connecting the regions of Eastern Japan.

Indication of how successful the outcome was in the market

In support of Tohoku’s recovery through tourism business, the campaign successfully gathered a large number of travellers and followers among a demographic that has been difficult to entice. An overwhelming response was received during the launch of the event via online social network sites such as Facebook and Twitter. Above all, this promotion strengthened ties between clients and fans through helping to extend encouragement to locals affected by the disaster and instill hope in local children.