AD ILLUSTRATION RELAY

TitleAD ILLUSTRATION RELAY
BrandSURUTTO KANSAI
Product / ServicePITAPA, MULTI-FUNCTION SERVICE IC CARD
CategoryG02. Illustration
EntrantDENTSU INC. KANSAI Osaka, JAPAN
Idea Creation DENTSU INC. KANSAI Osaka, JAPAN

Credits

Name Company Position
Tatsuya Tsujinaka DENTSU INC. Senior creative director
Ryo Fuji DENTSU INC. Art Director
Yusuke Narita DENTSU INC. Account Executive
Aiko Ishimoto DENTSU INC. Copywriter
Takashi Mizue MONOLITH,INC. Designer
Teppei Kanda MONOLITH,INC. Designer
Natsuki Sugio MONOLITH,INC. Designer
Kazutoshi Igarashi DENTSU CREATIVE X INC. Producer
Ryo Kaneko DENTSU CREATIVE X INC. Producer
Kunihiko Okada DENTSU CREATIVE X INC. Producer
Miho Kano DENTSU CREATIVE X INC. Director
Tomohiro Niyama THISMONKEY Music Director
Daisuke Yamashita IMAGICA WEST Corp. Offline Editor
Syoji Sanada IMAGICA WEST Corp. Online Editor
Yohei Onishi Soundsyou Music Director
Ippei Nemoto DENTSU INC. Web Director
Ryo Hirooka Dentsu Isobar Inc. Web Director

The Campaign

The idea was to have 10 famous Japanese artists create a poster that explains the service in the form of a secret message game. The secret message game is a popular recreational game in Japan in which one remembers an illustration in one minute before recreating the illustration for the next person and so on. The game is fun as the illustrations gradually change as each person reproduces them. Thanks to this idea, we have been able to change the perception that advertisements featuring product information are uninteresting by creating a set of ads that differ only in the type of illustration, and not in the featured text. This allows us to get the message through effectively.

Creative Execution

The design features three headlines encouraging users to use the service as well as an image of a PiTaPa card. The rest of the design is left for the artists, resulting in the same advertisement being illustrated in a uniquely different way by each artist. The illustrators ranged from nationally famous manga artists, to designers of game characters that are popular with young people. 10 popular artists with very different artistic senses were assigned to ensure that the advertisement changed significantly each time, based on each artists view of the world. The 10 posters were displayed on train station stairs/escalators, and the creation of the posters could be viewed on Youtube and our website, satisfying the intended touchpoint and targets of the campaign.

Indication of how successful the outcome was in the market

There was a highly positive response to the campaign, with over 100 online news articles and a total of over 40,000 tweets. New illustrations were introduced biweekly on the internet, and users were keen for new releases - the site was visited over 1,000,000 times in two months. The video released at the end of the campaign that showed the 10 creations received over 200,000 organic views in one week. The campaign was a great success.

The target audience is all train users, especially the relatively young people aged 20 to 35 years old. We carefully chose illustrators and had them express their world views in order to get our target audience to respond to the campaign on SNS.