| Title | ILLEGIBLE SIGNBOARDS |
| Brand | JOHNSON & JOHNSON |
| Product / Service | ACUVUE |
| Category | D02. Use of Ambient Outdoor |
| Entrant | ENJIN 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 |
| 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 |
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.