1UP

Title1UP
BrandSUMITOMO LIFE INSURANCE COMPANY
Product / Service1UP
CategoryB04. Posters
EntrantTUGBOAT Tokyo, JAPAN
Idea Creation TUGBOAT Tokyo, JAPAN
Media HAKUHODO INC. Tokyo, JAPAN
Media 2 SUMITOMO LIFE INSURANCE Tokyo, JAPAN
PR SUMITOMO LIFE INSURANCE Tokyo, JAPAN

Credits

Name Company Position
Tetsuro Aso TUGBOAT Creative Director
Kinya Okamoto Okakin Copywriter
Saiko Nakamura TBWA HAKUHODO Copywriter
Kengo Kato TUGBOAT Art Director
Toru Imai TUGBOAT Designer
Kenji Mitsuhashi TUGBOAT Producer
Tsuyoshi Kusano TUGBOAT Producer
Keibun Miyamoto Whiskey Studio Photographer
Kazumi Tazaki Nouvelle Vague Prop Design
Mieko Sanada Nouvelle Vague Prop Design
Hiroshi Kitaoka GARABATO Retoucher

The Campaign

Objective is to make the freshmen aware of their life risks by symbolic approach that can be sympathized in a positive manner. 20 varieties of risks were communicated in the campaign series.

Creative Execution

Transit posters/ OOH Japan Nationwide October 21-november 1st

Indication of how successful the outcome was in the market

Colorful transit campaign ran in main train terminals nationwide helped support broaden awareness of the new service. After campaign, gained over 50,000 contracts /month and this is 20,000 more than their main product a year before.

Targeting freshmen and women in 20-30’s to educate the risk of modern living.