| Title | NANYO ART PROJECT |
| Brand | FISH FARMING |
| Product / Service | FISH FARMING |
| Category | A05. Publications |
| Entrant | ADK JAPAN Tokyo, JAPAN |
| Entrant Company | ADK JAPAN Tokyo, JAPAN |
| Advertising Agency | ADK JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kaoru Mutsuura/Shoutaro Nieda | Planner | |
| Mayumi Uchida | Art Coordinator | |
| Masashi Asada/Seiji Shibuya | Cameraman | |
| Tsutomu Nezu | Adk | Agency Producer |
| Tetsufumi Takei | Adk | Designer |
| Junichi Tanaka | Adk | Copywriter |
| Tetsufumi Takei | Adk | Art Director |
| Junichi Tanaka | Adk | Creative Director |
The aim was to create high-quality art themed on fish farming, and turn art fans into Nanyo fish farming fans, who will also become Nanyo fish farming evangelists. This was based on our finding that there is a tendency for art fans to enthusiastically post recommendations using social media.
The Nanyo region of Ehime Prefecture is Japan’s largest domestic aquaculture area. But the standard of living of those relying on fish farming was not improving. This was because of the general perception in Japan, that farmed fish has lower value in comparison to wild fish. The aquaculture industry in the Nanyo region established its own farming environment standards and has been raising fish in favourable environment close to nature. They attempted to convey these facts by holding symposiums to the distribution trade and by spending large PR budgets but had not been successful in becoming a distinctive recognised brand.
Two, young up-and-coming photographers active in the field of art photography were invited to create artistic photography on fish farming in Nanyo. The two lived in Nanyo for several months photographing local aquaculture. Everything relating to Nanyo fish farming became a subject: the people who raise the fish, the sea, and the fish that are produced. The completed work was exhibited in several locations. Ultimately they were published as a Nanyo ART Project photographic collection and sold nationwide. To convey the concept of a photographic collection by two photographers in one book, the book featured two front covers.
The published collection of photographs was ranked 2nd among Amazon photographic collections and was sold out from online and Tokyo metropolitan bookshops. The result was that fish farming in this particular region, which had previously attracted no attention, achieved 165,000 Google hits and was positively disseminated via social media. The practically unknown aquaculture industry of Nanyo in Ehime Prefecture was covered in special travel features in magazines. Publicity worth approximately 100 million yen in advertising was generated and lead to a higher brand value for Nanyo region farmed fish.