| Title | YURU SPORTS ~SPORTS FOR ALL, TRULY FOR ALL~ |
| Brand | WORLD YURU SPORTS ASSOCIATION |
| Product / Service | SPORTS / SPORTS CREATION |
| Category | B07. Events & Stunts |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Media Placement | DENTSU INC. Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Production | DENTSU TEC Tokyo, JAPAN |
| Production 2 | TAIYO KIKAKU Tokyo, JAPAN |
| Production 3 | SPORTS IT SOLUTION, INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tomohiro Sawada | World YURU Sports Association | Executive Creative Director |
| Atsushi Otaki | Dentsu INC | Creative Director/ Planner / Creative technologist |
| Kouki Takeya | DENTSU INC. | Art Director |
| Anna Saito | DENTSU INC. | Art Director |
| Kumiko Midorikawa | DENTSU INC. | Agency Producer |
| Takuya Hagiwara | Sports IT Solution | Producer |
| Masanori Shibamoto | DENTSU TEC INC. | Event Producer |
| Takenori Osaka | DENTSU INC. | Agency Producer |
| Takenori Osaka | DENTSU INC. | Agency Producer |
| Kodai Horita | DENTSU INC. | Technical Director |
| Naoko Amada | DENTSU TEC INC. | Event Director |
| Maho Takada | DENTSU TEC INC. | Event Director |
| Hirotaka Tochihara | TAIYO KIKAKU co.,ltd. | Producer |
| Youdai Kita | TAIYO KIKAKU co.,ltd. | Film Director /Photographer/Editer |
We developed fun sports that people who are not good at sports want to participate. And they could get entertainment and health by playing the new sports. “YURU SPORTS” They’re not sports where the best compete to be the top.They’re sports anyone can play and everyone aims to pop. Your age, gender, and physical capabilities don’t matter. You can laugh while getting exercise. For example, <Baby basketball> If you’re not gentle with the ball, it will cry. Gender and frame size are irrelevant. Housewives are able to win against professional basketball players. <Imomushi (caterpillar) Rugby> A rugby game played with the upper body. Wheelchair users, who use their upper bodies on a regular basis, have an advantage. etc,,
We developed more than 50 types of Yuru Sports. We brought about a Yuru Sports movement and held a Yuru Sports Festival. Currently Yuru Sports is receiving so much attention the Commissioner of the Japan Sports Agency has also tried it, and we are creating a further movement involving local governments, universities, and sporting goods manufacturers.
We got the following results. ? Participants: 10,000+ people ? Media exposure: Picked up by more than 150 media outlets including major TV stations. ? Converted advertising cost: Greater than 1.69 billion yen. ? However nothing has been spent on advertising ? Picked up on overseas media and events held overseas.
Currently Yuru Sports is receiving so much attention the Commissioner of the Japan Sports Agency has also tried it, and we are creating a further movement involving local governments, universities, and sporting goods manufacturers. The Japan Sports Agency is quoted as saying, “We’d like to lower the mental hurdle for sports like Yuru Sports does and popularize sports people can easily enjoy.” Participants of YuruSports said: "I enjoyed the exercise even though I was not good at sports." We succeeded in redefining sports, not as something that
It is difficult for people who are not good at sports to like to forcibly play existing sports. So, we invented sports where they become heroes by listening to their opinions. These new sports were developed jointly with professionals in each industry. For example, people in wheelchairs, people with disabilities in the eyes, professional athletes, occupational therapists, doctors, fashion designers and so on.