WE ARE TEAM AOMORI

TitleWE ARE TEAM AOMORI
BrandTEAM AOMORI
Product / ServiceTEAM AOMORI
CategoryA01. Event & Field Marketing
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Sales Promotion/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Name Company Position
Rika Eguchi Dentsu Inc. Tokyo Creative Director
Rika Eguchi Dentsu Inc. Tokyo Art Director
Keita Sato Dentsu Inc. Tokyo Sports Planner
Junpei Watanabe Watanabe Junpeisha Inc. Copy Writer
Shigeki Yuriko Yamane Illustrator
Hiroshi Imamura Takikoubou Inc. Designer
Kouji Fukunaga Takikoubou Inc. Designer
Takuya Iimura Takikoubou Inc. Designer
Mayu Miura Takikoubou Inc. Creative Producer
Tomokazu Obuchi Sametwo Inc. Producer
Takuro Watanabe Freelance Director
Ryousuke Toyama Freelance Photographer
Satoshi Takahashi Party Inc. Producer

The Brief

Unite 1,360,000 Aomori citizens as one team.

Describe how the promotion developed from concept to implementation

Aomori city, located in a northern Tohoku area of Japan, is well known for its fishery industries. The previous Japanese Women’s National Curling Olympic team, "Team Aomori", had made a request to refurbish their team uniform. To bring back the pride and hope to the people who have suffered from the devastating disaster, we used TAIRYO-BATA(literally "flags of the great catch") the "symbol of victory", the "pride of Aomori" to engage Aomori people into the project and to share the feeling of the victory. The project ended up as a team-design of 1.36 million people as one big "TEAM AOMORI".

Describe the success of the promotion with both client and consumer including some quantifiable results

We had ended up designing the “feelings for the victory” of the people in Aomori as well as the “News Hook” by the countless number of the exposures including the outdoor media. People who heard the news came out to participate in making the cheering goods. Not only that but we had come to designing the “a feeling of unity” of the Aomori city, which wants to recover from the disaster of a life time. It was the “power of design” that had led 1.36 million people to unite as one team.

Explain why the method of promotion was most relevant to the product or service

TAIRYO-BATA, literally "flags of the great catch of fish", is a flag to inform their victorious haul to peopel on harbour. It's a "symbol of victory"the "pride of Aomori" Involve Aomori citizens using the flag and design a feeling of unity of 1,360,000 Aomori citizens by sharing the feeling of the victory.