| Title | UNITED SOULS FESTIVAL |
| Brand | 6 MAJOR CITIES IN TOHOKU |
| Product / Service | FESTIVAL |
| Category | A03. Best Use of Live Events and/or Celebrity Endorsement |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| PR/Advertising Agency: | DENTSU Tokyo, JAPAN |
| 2nd PR/Advertising Agency: | DENTSU EAST JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Megumi Sakashita | Dentsu Inc. | Creative Director |
| Yoji Sakamoto | Dentsu Inc. | Copywriter |
| Satoshi Umeda | Dentsu Inc. | Copywriter |
| Tatsuya Hamajima | Dentsu Inc. | Art Director |
| Megumi Shimada | Dentsu Inc. | Agency Producer |
| Futoshi Takashima | Director | |
| Hideo Tsudo | Photographer | |
| Yuichi Ishizuki | Copla Co./Ltd. | Web Producer |
| Kojiro Tanoue | Dentsu Inc. | Strategic Planner |
| Kazuki Tsuburaku | Dentsu Inc. | Strategic Planner |
| Kaori Sakurai | Dentsu Inc. | Strategic Planner |
| Kimimoto Nishijima | Dentsu Inc. | Account Manager |
| Masafumi Sato | Dentsu East Japan | Account Supervisor |
| Takuya Ogawa | Dentsu East Japan | Planner |
| Manabu Chiyoya | Dentsu East Japan | Planner |
| Shunji Okuyama | Dentsu Inc. | Planner |
| Shu Endo | Dentsu Inc. | Planner |
| Tak Meguro | Dentsu Inc. | Media Planner |
| Yu Harano | Dentsu Inc. | Media Planner |
| Shunsuke Kagoshima | Dentsu Inc. | Media Planner |
The Tohoku earthquake on March 11th, 2011 made us realize how fragile the unity of the Tohoku district is. Having different cultural backgrounds and a history of warring, it was rare for cities in this district to help each other. This time, however, the affected area was too vast. For a swift recovery, it was necessary for Tohoku cities to stand together. We have found that the people in Tohoku are proud of their hometown summer festivals. Our solution was to unite traditional summer festivals throughout the Tohoku district. Holding one big summer festival together, for the unity of the Tohoku district. Favoring this idea, the cities let go of the past. The festival was named the ''United Souls Festival'', ''Tohoku stands together for the recovery.'' The news spread quickly via TV news and social media. More than 60 enterprises became the sponsors, and people from all over Japan gathered in Tohoku. 370,000 people visited the festival for 2 days, more than 3 times predicted. This entry is appropriate to PR categories because the festival changed the way of Tohoku people’s thinking. The festival made the people from the district realize that they are ''Tohoku people''. Through the festival, the Tohoku region strengthened its linkages, and its inhabitants are walking the long path of recovery together.
We had to find something symbolic that makes Tohoku people feel that they are united. Then, we have found that the people in Tohoku are proud of their hometown summer festivals. Our solution was to unite traditional summer festivals throughout the Tohoku district. Holding one big summer festival together, for the unity of the Tohoku district. Favoring this idea, the cities let go of the past. The festival made the people from different cities realize that they are ''Tohoku people.'' As a result, the Tohoku region strengthened its linkages, and its inhabitants are walking the long path of recovery together.
- 370,000 people visited the festival for 2 days, more than 3 times predicted. - The festival had an economic impact of 10 billion yen. - The festival was reported by more than 120 media. - It attracted 15 million tourists to Tohoku last summer. - The Tohoku region strengthened its linkages, and its inhabitants are walking the long path of recovery together. - All Tohoku cities have agreed to hold the festival annually, as a symbol of Tohoku unity.
On 31 May, only 3 months after the devastating earthquake, the mayors of 6 major cities in Tohoku officially announced the execution of the ''United Souls Festival''. Fascinated social network's users spread this news as well as 128 media in Japan. And within only 4 weeks, More than 60 enterprises became the sponsors, and words of encouragement was all over the web. This festival was executed on 16 July, 2011, only 4 months after the earthquake and 370,000 people visited the festival for 2 days, more than 3 times predicted.
The Tohoku earthquake on March 11th, 2011 made us realize how fragile the unity of the Tohoku district is. Having different cultural backgrounds and a history of warring, it was rare for cities in this district to help each other. This time, however, the affected area was too vast. For a swift recovery, it was necessary for Tohoku cities to stand together.
We expected that this festival would unite the souls of the people in Tohoku. We have found that the people in Tohoku are proud of their hometown summer festivals. Our solution was to unite traditional summer festivals throughout the Tohoku district. Holding one big summer festival together, for the unity of the Tohoku district. We expected this idea would be favored by the people and cities in Tohoku district.