MODERN KIDAI SHORAN

Bronze Spike

Case Film

Presentation Image

TitleMODERN KIDAI SHORAN
ClientNIHONBASHI CULTURAL EXCHANGE FESTIVAL EXECUTIVE COMMITTEE
Product / ServiceNIHONBASHI REVITALIZATION
CategoryG05. Motion Graphics Design & Animation
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
Production GROOVISIONS Tokyo, JAPAN

The Campaign

Our challenge was to restore the former pride and vibrancy of Nihonbashi, like the one depicted in this painted picture scroll. To that end, we thoroughly studied the painted scroll, and created a new "Kidai Shoran" picture scroll using contemporary animation techniques. This animation is to serve as a symbol of looking to evolve Nihonbashi into the future while still inheriting the traditions and essence of the Edo period.

Creative Execution

"Reproduction of tradition" First, color charts were designed based off people's clothes from 200 years ago and the colors of other materials and buildings of the time. People's body shapes, minute gestures, authentic building lines, occupations and customs are faithfully reproduced. "Fusion with the present age" Secondly, we implemented a directive to merge the reproduced designs with modern-day Nihonbashi. Our message was that the soul of the people of Nihonbashi would be restored to the present age again.

Indication of how successful the outcome was in the market

The production was officially recognized for it’s historical value, and it was decided to be exhibited at the Edo-Tokyo museum. This animation grabbed the hearts of many people with ties to Nihonbashi, and became a new symbol of Nihonbashi.

As to how Nihonbashi in modern-day Tokyo... Although long-established stores remain with successors inheriting and preserving the essence of the Edo period, many contemporary buildings line up next to them. The prosperous atmosphere of the past has diminished, paling in comparison to other towns such as Ginza and Shibuya. People in the city cherished seeing the liveliness of 200 years ago in the picture scroll, while at the same time, lamented day after day over how to regain and maintain that liveliness into Nihonbashi's future.

Credits

Name Company Position
Kenichi Sakuta DENTSU INC. Executive Creative Director
Takanao Yajima DENTSU INC. Creative Director
Yoh Akagi DENTSU INC. Creative Director
Takahiro Tsuchiya DENTSU INC. Art Director
Kei Nakamura DENTSU INC. Account Executive
Kentaro Hiratsuka DENTSU INC. Chief Producer
groovisions GRV co.,ltd Director
Kaoru Iwatani Ray Corporation Event Producer
Junko Yamada SpaceMY Advisor
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