SHINSEKAI ICHIBA POSTER PROJECT

TitleSHINSEKAI ICHIBA POSTER PROJECT
ClientSHINSEKAI ICHIBA COMMERCIAL UNION
Product / ServiceSHINSEKAI ICHIBA SHOPPING STREET
CategoryB04. Non-Corporate
EntrantDENTSU KANSAI Osaka, JAPAN
Entrant Company DENTSU KANSAI Osaka, JAPAN
Advertising Agency DENTSU KANSAI Osaka, JAPAN

The Campaign

A ‘SHOTENGAI’ is a Japanese-style local shopping arcade where small shops are gathered. It usually indicates an old-time local commercial district with a group of small local non-brand shops, restaurants, cafes, arcades along a certain street, and many could be a family owned business. “SHOUTENGAI” used to be the busiest area enlivening the communities, having numerous visitors and shoppers everyday. But now, compared to 30 years ago SHOTENGAI have decreased by 40 percent. The reason is very clear. Ageing of the shopkeepers and expansion of major chain supermarkets and megastores. Because of its characteristics, SHOTENGAI has not been able to compete with chain stores on pricing and convenience. Small business in SHOTENGAI simply cannot survive. Closing down more and more SHOTENGAI has been a critical issue everywhere in Japan, which is what is called symbolically ‘Shattered shopping street’ in Japanese. We came up with this project for one of SHOTENGAI, ‘SHINSEKAI ICHIBA’ in Osaka, our hometown, hoping it could help to promote its renovation. Many events were held in the arcade and some of them were successful, but it was always in the one-day event. It got back ruined arcade again after these events were over. We thought that “we should do something not temporary.” We decided to make posters because they could keep them indefinitely. 39 volunteer creatives made with 120 posters for 18 shops. The SHOTENGAI was covered up with posters.

The Brief

We came up with this project for one of SHOTENGAI, ‘SHINSEKAI Ichiba’ in Osaka, our home town, hoping it could be help to promote its renovation.

Results

・Doubled the number of visitors and shoppers. ・It was reported by more than 12media outlets. (2 TVs, 1 newspaper,1 radio,4 magazines and 4 internet news etc…). The media exposure values totaled 400,000 US dollars. ・The project inspired Kagoshima graphic desiners to begin their own. ・Led to create new projects for other SHOTENGAI in Osaka and Yamagata. They are currently in process. SHINSEKAI Ichiba decided to keep our advertising posters there indefinitely, as lucky charms and also making it their characteristics. They became a unique shopping arcade fully covered with posters, and still drawing attention since then.

Execution

39 volunteer creatives made with 120 posters for 18 shops. The SHOTENGAI was covered up with posters. Also posters were displayed in the gallery, which was renovated vacant shop for this event.

The Situation

Now, compared to 30 years ago SHOTENGAI have decreased by 40 percent. Ageing of the shopkeepers and expansion of major chain supermarkets and megastores. Because of its characteristics, SHOTENGAI has not been able to compete with chain stores on pricing and convenience. Closing down more and more SHOTENGAI has been a critical issue everywhere in Japan, which is what is called symbolically, ‘Shattered shopping street’ in Japanese. We came up with this project for one of SHOTENGAI, ‘SHINSEKAI ICHIBA’ in Osaka, our hometown, hoping it could help to promote its renovation.

The Strategy

Many events were held in the arcade and some of them were successful, but it was always in the one-day event. It got back ruined arcade again after these events were over. We thought that “we should do something not temporary.”

Credits

Name Company Position
Kanae Mizutani/Tatsuya Shimizu Dentsu Inc. Art Director
Kyohei Myouga Dentsu Inc. Art Director
Eri Ohno Dentsu Inc. Art Director
Kana Nakao Dentsu Inc. Art Director
Youichi Takigami Dentsu Inc. Art Director
Ai Ishimatsu Dentsu Inc. Art Director
Daisuke Matsunaga Dentsu Inc. Art Director
Ai Kawano Dentsu Inc. Art Director
Ayako Nagai Dentsu Inc. Copywriter
Tomoki Kobori Dentsu Inc. Copywriter
Ryo Makishima Dentsu Inc. Copywriter
Aiko Ishimoto Dentsu Inc. Copywriter
Kumiko Hata Dentsu Inc. Copywriter
Oki Miichi Dentsu Inc. Copywriter
Kosuke Matsushita Dentsu Inc. Copywriter
Makiko Tanimura Dentsu Inc. Copywriter
Yasuyuki Mishima Dentsu Inc. Copywriter
Yuki Yamaguchi Dentsu Inc. Copywriter
Takahiro Hosoda Dentsu Inc. Copywriter
Keita Kusaka Dentsu Inc. Creative Director/Producer