GET BACK, TOHOKU.

Bronze Spike
TitleGET BACK, TOHOKU.
ClientEAST JAPAN RAILWAY COMPANY
Product / ServiceTOHOKU SHINKANSEN
CategoryB04. Posters
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production CREATIVE POWER UNIT Tokyo, JAPAN
Production 2 ICHIKURA OFFICE Tokyo, JAPAN
Production 3 COTORI-OFFICE Tokyo, JAPAN
Production 4 FUMIHITO KATAMURA PHOTOGRAPH OFFICE Tokyo, JAPAN
Production 5 YOKOHAMA SUPER FACTORY Tokyo, JAPAN
Additional Company DENTSU ON DEMAND GRAPHIC INC. Tokyo, JAPAN

The Campaign

A train travels through scenes of the everyday.

Creative Execution

We captured these moments. The bridge, the tunnel, the rail, the snow, the blue sky, and of course the train – they are real. Each scene only becomes complete with these ingredients in that moment; they are naturally generated composition, captured by the photographer. The perspective is a traveller encountering the scenes for the first time during his journey. The beauty of the images introduces color to the landscape of the daily commute. We designed the entire campaign turning the train from just another mode of transport to an intrepid hero.

Indication of how successful the outcome was in the market

This campaign successfully inspired a return of the joy of travel in the devastated Tohoku region in Japan.

Credits

Name Company Position
Takuma Takasaki DENTSU INC. Executive Creative Director
Yoshihiro Yagi DENTSU INC. Creative Director
Yoshihiro Yagi DENTSU INC. Art Director
Hiroshi Ichikura Ichikura Office,inc. Copywriter
Waca Sakamoto COTORI-OFFICE Copywriter
Daisuke Hatakeyama Creative Power Unit Designer
Masashi Fujita Creative Power Unit Designer
Fumihito Katamura Fumihito Katamura Photograph Office Photographer
Koji Wada DENTSU INC. Agency Producer
Nao Namura DENTSU INC. Account Executive
Masahiro Mashima DENTSU INC. Account Executive
Takako Yamada Yokohama Super Factory Photo Producer
Shinya Tamura Dentsu On Demand Graphic Inc. Printing Director