ILLEGIBLE SIGNBOARDS

TitleILLEGIBLE SIGNBOARDS
ClientJOHNSON & JOHNSON
Product/ServiceACUVUE
CategoryB01. Education & Awareness (incl. Fundraising and Advocacy)
EntrantENJIN Tokyo, JAPAN
Idea Creation ENJIN Tokyo, JAPAN
Media KESION Tokyo, JAPAN
PR PRAP JAPAN Tokyo, JAPAN
Production TAKI CORPORATION Tokyo, JAPAN
Production 2 HINATA Tokyo, JAPAN
Production 3 ELLROY Tokyo, JAPAN

Brief Explanation

A district in Sapporo, Hokkaido was filled overnight with mysterious signboards designed like “eye charts” with letters that gradually shrink. A total of 35 signboards filled the neighborhood. They were displayed on the walls and doors of residences and shops around high schools, as well as on street corners, in restaurants and on campuses. All were displayed where ads are not usually allowed, with the permission and collaboration of local high schools, residents and shop owners. The messages on signboards told high schoolers about the importance of eyesight in sports and in their after-school physical activities. Each signboard had a unique message relevant to where it was displayed to boost conversation among neighboring community and among students. All were made photogenic, with humorous tone & manner, but alas, hard-to-read.

English Translation of Main Headlines

Translation to 36 posters produced (number below matches with the number on unmounted proof.) 1) Do you have a clear vision of your dream? Sub copy: - Become a varsity team member for sure - Start with a victory at regional prelim - Beat the rival team! - Make a debut at prefecture prelim - Beat my record and stand on the podium - Get my first fans at prefecture tournament - Stand firm with Prefecture No. 1 - Go for the National Tournament - Make my debut on TV! - Win the National Championship - Become a Pro Logo: - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 2) Visual acuity is part of your total ability. Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 3) We don’t serve KAZ (cutlet), but our food brings you KAZ (victory). *KAZ means cutlet, victory in Japanese Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 4) Logo: GO SEE EYE DOCTOR 5) Mistaking a senior for a frosh got me 10 laps around the campus. Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 6) If you’re keen about winning, be keen about your eyes. Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 7) Losing doesn’t end your dreams, or close our 24-hour shop. Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 8) After bitter games, enjoy our sweet donuts. Sub copy: Can you read this far? If not, try ACUVUE®! Sub copy: Mothers, Bring our donuts to playground! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 9) Sweat together at practice. Take dips together at Fujino public bath. Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 10) Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 11) Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 12) Logo: GO SEE EYE DOCTOR 13) Good players work hard out of sight. Logo: GO SEE EYE DOCTOR 14) Logo: GO SEE EYE DOCTOR 15) Lousy players like me work hard with poor vision. Logo: GO SEE EYE DOCTOR 16) Logo: GO SEE EYE DOCTOR 17) Place your face here and read the message. Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 18) Do you have a clear vision of your dream? Sub copy: - Become a varsity team member for sure - Start with a victory at regional prelim - Beat the rival team! - Make a debut at prefecture prelim - Beat my record and stand on the podium - Get my first fans at prefecture tournament - Stand firm with Prefecture No. 1 - Go for the National Tournament - Make my debut on TV! - Win the National Championship - Become a Pro Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 19) Cute cheerleaders!? Am I the only one who can’t see them? Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 20) Eyesight is important, so are lessons Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 21) Find your best matching plan from our wide selection of lessons! You can also find your best matching contact lenses with ACUVUE Sign up now for the tennis lessons 22) Are you keeping the right golf form? Are you playing with the right eyesight? Golf Lessons, sign up now! 23) Together we sweat, forever we are friends. Good kick needs good eyesight Junior soccer lessons, sign up now! 24) If you don’t sleep well, you won’t get rid of fatigue. If you don’t see well, you won’t be first string. Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 25) Visual acuity is part of your total ability. Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 26) Both bread and sports require ingenuity. Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 27) 5 minutes to remain, my glasses got shifted and so did my shoot. Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 28) I started wearing contact lenses. Now I clearly see the balls and victory as well. 29) Gosh, you have good eyes! Amazing you found me. Take a pic and brag about it on SNS! Logo: GO SEE EYE DOCTOR 30) Eye power is mightier than girl power. Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 31) The coach can adjust my form, but not my eyesight. Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 32) Is that the famous disappearing miracle pitch?! Nop, it was just my eyes. Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 33) I was only making eye contact. But I was told to stop glaring. Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 34) How come when I play assistant referee, I get complains from players? Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 35) Ugh! I stepped on the ball. Not any ball, but 3-Star ball. Sub copy: Can you read this far? If not, try ACUVUE®! Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR 36) Do you have a clear vision of your dream? Sub copy: - Become a varsity team member for sure - Start with a victory at regional prelim - Beat the rival team! - Make a debut at prefecture prelim - Beat my record and stand on the podium - Get my first fans at prefecture tournament - Stand firm with Prefecture No. 1 - Go for the National Tournament - Make my debut on TV! - Win the National Championship - Become a Pro Logo: - SPORTS X CONTACT LENSES - ACUVUE BRAND CONTACT LENSES - GO SEE EYE DOCTOR

Credits

Name Company Position
Takeshi Yazaki ENJIN Inc. Creative Director
Yuriko Ban ENJIN Inc. Account Director
Koshiro Mochitomi PRAP JAPAN Inc. Senior Account Executive
Maiko Mihara PRAP JAPAN Inc. Account Executive
Hiroshi Imamura TAKI CORPORTATION Art Director
Kazuhiro Miwa TAKI CORPORTATION Copywriter
Yuri Yoshida TAKI CORPORTATION Designer
Saiki Takahashi TAKI CORPORTATION Designer
Shunpei Mikami TAKI CORPORTATION Chief Producer
Asami Igarashi TAKI CORPORTATION Producer
Takashi Maruyama KESION Manager
Sachi Okamoto KESION Assistant Manager
Maruki Matsuyama KESION Assistant Manager