| Title | TEXTING WHILE WALKING IS DANGEROUS, THOUGH YOU'RE NOT SEEING THIS. |
| Brand | NTT DOCOMO |
| Product / Service | STOP "TEXTING WHILE WALKING" |
| Category | D05. Transit |
| Entrant | HAKUHODO Tokyo, JAPAN |
| Entrant Company | HAKUHODO Tokyo, JAPAN |
| Advertising Agency | HAKUHODO Tokyo, JAPAN |
| Production Company | TWOPLATOON Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yutaka Yokota | HAKUHODO Inc. | Executive Creative Director |
| Yuta Iguchi | HAKUHODO Inc. | Creative Director |
| Takahiro Nagai | HAKUHODO Inc. | Art Director |
| Yuki Kubo | TWOPLATOON | Designer |
| Mitsuho Hoshi | HAKUHODO PRODUCTS | Producer |
| Yasuko Furukawa | HAKUHODO PRODUCTS | Photographer |
| Tomoaki Harita | HAKUHODO Inc. | Account Director |
| So Miki | HAKUHODO Inc. | Account Executive |
| Ryo Kuroki | HAKUHODO Inc. | Account Executive |
Smartphones are becoming more prevalent every year, and in line with that, the number of accidents resulting from texting while walking is increasing. Given this, our campaign backdrop utilized the stairway of Shinjuku Station’s East Exit, the world’s most traversed train station spot. This became a hot topic as not only did it make a case of the dangers inherent with texting while walking – as with any normal good manners campaign – it also expressed the looks of people at those whose behavior it sought to change.