'MIST'ERY TRAIN

Title'MIST'ERY TRAIN
BrandWILLER TRAINS
Product / ServiceKYOTO TANGO RAILWAY /RAILWAY COMPANY
CategoryG02. Illustration
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU MEITETSU COMMUNICATIONS Nagoya, JAPAN
Production ADBRAIN INC. Tokyo, JAPAN

Credits

Name Company Position
Dai Kobayashi DENTSU INC. Creative Director
Hiroyuki Kato DENTSU INC. Art Director
Dai Kobayashi DENTSU INC. Copywriter
Hiroyuki Kato DENTSU INC. Illustrator
Ryohei Wada ADBRAIN Designer
Shohei Nakajima ADBRAIN Producer
Akio Matsuzono DENTSU MEITETSU COMMUNICATIONS Account Exective

The Campaign

This railroad company runs the company of the long-distance bus. We created a picture book conveying charm of Kyoto Tango.We put it on the shelf of the seat of the long-distance bus from Tokyo to Kyoto. We can appeal charm of this area to a tourist of Kyoto without costing media. Moreover the long-distance bus will get on a bus at very long time ,so It is the situation that cannot but pick up a picture book because they have time very much. We planned to have the person traveling Kyoto go to some depths of Kyoto.The poster places it in Kyoto-city, too. We announced charm of Tango to a tourist of Kyoto.

Creative Execution

In Kyoto tango mist is very deep, the many legends including an ogre and the dragon are still handed down. We made a picture book that called “Mist”ery train and introduced the “Mist”erious atmosphere of this area. We expressed all illustrations by ink-jet to express Mist.

Indication of how successful the outcome was in the market

A picture book, a poster had very good reputation and became the reprint.The number of the passengers achieved 105% compared with the previous year.