The Campaign

We visualized the “Basic Concept” in an easy-to-understand manner. A vision for the future created by the city should be something that a wide range of people, regardless of age, gender, or other aspects, can know about and be able to sympathize with. This should be especially true to children, since a vision for the future in twenty years should be most relevant and engaging for the children, who are the protagonists of the society in twenty years.

Creative Execution

The “Basic Concept” consists of 7 administrative categories: ""A: Childrearing, Education, Lifelong Learning"" ""B: Welfare"" ""C: Health and Sports"" ""D: Disaster Prevention, Safety, Environment, Energy"" ""E: Space and Community Design"" ""F: Culture and Entertainment"" “G: Promotion of Industry."" If visualized too concretely, there may be a gap with reality, but if it is too abstract, it wouldn’t convey the message. Therefore, we expressed the spirit of each category with illustrations “less than concrete but more than abstract."" -Handbook: Lay out two symbolic illustrations for each category, with a text page in the middle. The front side of each text page was a symbolic short message describing the spirit of each category, and the back of the page involved the detail text of the category. -Movie: Animated the handbook illustration with the theme song of ""Basic Concept."" -Poster: Developed different manuscripts for each category, which added enjoyment when posted in schools.

Indication of how successful the outcome was in the market

By visualizing the basic concept and communicating in a way that evokes interest, we were able to convey the future vision of Shibuya City to a wide range of people. Not many administrative documents are designed this way, which triggered people in fashion and design to be interested. The posters were distributed and posted in elementary and junior high schools throughout Shibuya City, reaching the children in the area -Handbook: Distributed mainly in residents and experts who are deeply involved in the city of Shibuya City, and distributed at the city facilities etc. Additional reprints were made, and now it can be viewed as an ebook online as well. -Movie: The digest version of the movie released as a teaser was screened in the New Year Countdown at Shibuya Crossing where some 67 thousand people gathered. Currently the full version of the movie can be viewed streaming on the website.

The target of the communication is: the diverse citizens of Shibuya City, people and students who regularly commuting to Shibuya City, visitors and fans of Shibuya City. Among the broad audience, since the “Basic Concept” is the vision for the future, we emphasized on gaining the interest of children. Thus, we decided to describe the story of the future envisioned in the “Basic Concept” as a "nostalgic future" utilizing illustration, so that everyone can feel some relevance or familiarity about the future vision, rather than feeling some distant to it.