| Title | "MIST-ERY" TRAIN / SEA TRAIN |
| Brand | WILLER TRAINS |
| Product / Service | KYOTO TANGO RAILWAYS |
| Category | B04. Posters |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Media Placement | DENTSU MEITETSU COMMUNICATIONS Nagoya, JAPAN |
| Production | ADBRAIN INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Dai Kobayashi | DENTSU INC. | Cretive Director / Copywriter |
| Kato Hiroyuki | DENTSU INC. | Art Director |
| Ryohei Wada | ADBRAIN | Designer |
| Yoshihiro Ozaki | Freelance | Photographer |
| Shohei Nakajima | ADBRAIN | Producer |
| Akio Matsuzono | Dentsu Meitetsu Communicatons | Account Executive |
| Hiroaki Hayase | Dentsu Meitetsu Communicatons | Strategic Planner |
Since they do not have such famous tourist spots along the railway line, they decided to use the scenery for branding instead. They introduced the new charm of the area with the nicknames, “MIST-ery Train” for the rail on mountainside and “Sea train” on seaside.
The railroad which runs in the Japanese old town called Kyoto.So I expressed a railroad, fog, the sea?by?using a Japanese old culture "stamp,"I made an icon of the one and only and planned other companies and differentiation.
The sales of a half year are the 140% achievement compared with the previous year after launch.
Kyoto is very popular with beautiful temples and shrines. However this relabeling has shown?other charms of Kyoto, beautiful fog and views of ocean.