72 POSTERS FOR ALL ENTRANT SCHOOL SUMO TEAMS

Title72 POSTERS FOR ALL ENTRANT SCHOOL SUMO TEAMS
BrandTHE HOKKOKU SHIMBUN
Product / ServiceTHE 102ND KANAZAWA HIGH SCHOOL SUMO WRESTLING TOURNAMENT
CategoryG06. Photography / Curation of Images
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production J.C. SPARK Tokyo, JAPAN
Production 2 AMANA Tokyo, JAPAN
Additional Company HOKUSHO UNIVERSITY Hokkaido, JAPAN

Credits

Name Company Position
Kazunori Kawagoshi Dentsu inc. Creative Director / Art Director
Satoshi Kohno Dentsu inc. Art Director
Iori Anegawa Dentsu inc. Writer
Kosuke Fukui Dentsu inc. Writer
Yoshifumi Sato Dentsu inc. PR Planner
Toshinori Obuchi J.C.SPARK inc. Designer
Ayaka Ino J.C.SPARK inc. Designer
Rikito Fujitani J.C.SPARK inc. Designer
Hayato Satomi amana inc. Producer
Ryohei Takanashi acube inc. Photographer
Rumi Ando UN inc. Retoucher

The Campaign

To celebrate the 102nd tournament, Hokkoku Shimbun Inc. , the tournament organizer,, launched a campaign to have the players take more pride in their sumo life and recruit sumo their own club members with confidence. That is the "72 Cheer Posters". Based on the thinking that "the main role of the tournament is not itself but the participating schools", we produced tournament posters as cheer posters for every 72 participating schools.

Creative Execution

"72 Cheer Posters". The posters were appeared in the morning newspaper on the very day of the tournament and displayed on the tournament venue. After the tournament, the posters were given for each participating school as sumo club member recruiting poster. By using vivid coloring and dynamic design, we revamped muddy and dirty image of sumo club and appealed to the audience with cool and very attractive.

Indication of how successful the outcome was in the market

The displayed 72 posters produced a sensation. The posters got the attention from tournament audience, media, and ,most of all, participant players. They had the players take pride in the days, they had practiced the sumo a lot towards the tournament. Moreover, distributed these posters for every 72 participant schools are used as club member recruiting poster and helpful to population growth of high school sumo.