NEBUTA AID LIGHT

TitleNEBUTA AID LIGHT
ClientTAKENAMI HIROO NEBUTA STUDIO
Product / ServiceLAMP
CategoryE03. Other Packaging
EntrantYOMIKO ADVERTISING Tokyo, JAPAN
Entrant Company YOMIKO ADVERTISING Tokyo, JAPAN
Advertising Agency YOMIKO ADVERTISING Tokyo, JAPAN
Production Company TAIYO KIKAKU Tokyo, JAPAN

Brief Explanation

Our challenge is to preserve Nebuta Festival in Aomori. Nebuta Festival is recognized as one of the largest festivals in Japan. The main features of the festival are giant lantern floats which are called Nebuta. However many younger Nebuta craftsmen have been quitting constructing Nebuta, because of their low income. Should this situation remain unchanged, this traditional festival would come to an end because of the lack of craftsmen.

The Brief

TAKENAMI HIROO NEBUTA STUDIO is an organization to create giant Nebuta floats for Nebuta Festival in Aomori. We have created lamps using pieces of Japanese paper that are cut from a Nebuta lantern float before being disposed for people who want to support the festival. These products can provide financial support for Nebuta craftsmen as well as support the traditional culture.

How the final design was conceived

Should this situation remain unchanged, this traditional festival would come to an end because of the lack of craftsmen. The challenge was to make better financial support and working environments for younger Nebuta craftsmen to keep creating Nebuta floats. The idea was to create products from Japanese paper used to create Nebuta. A brand new product is produced before a nebuta is disposed. From one large nebuta, approximately 200 lamps can be made. This new business model will keep supporting the younger Nebuta crafsmen’s lives and the tradition of the Nebuta Festival.

Indication of how successful the outcome was in the market

These lamps are sold at hotels and restaurants as special souvenirs for tourists. Also, the lamps have attracted ample attention on media. We hope that the light of these lamps will become the light of hope for young Nebuta craftsmen. This new business model will keep supporting the younger Nebuta craftsmen’s lives and the tradition of the Nebuta Festival.

Credits

Name Company Position
Hiroo Takenami TAKENAMI HIROO NEBUTA STUDIO Chief Creative Officer
Misao Tanaka YOMIKO ADVERTISING INC. Executive Creative Director
Isamu Igarashi YOMIKO ADVERTISING INC. Creative Director
Hiroyuki Kakinuma YOMIKO ADVERTISING INC. Creative Director
Tatsuya Shibutani Designer
Takaaki goto Designer
Yoshinori Otani YOMIKO ADVERTISING INC. Creative Director
RInako Ota YOMIKO ADVERTISING INC. Communications Director
Kazuma Kitada TAIYO KIKAKU Co.,ltd. Director
Shinobu Hata TAIYO KIKAKU Co.,ltd. Executive Producer
Yuriya Ebina TAIYO KIKAKU Co.,ltd. Production Manager