THE MOST CHALLENGING PINGPONG TABLE

Short List
TitleTHE MOST CHALLENGING PINGPONG TABLE
BrandJAPAN PARA TABLE TENNIS ASSOCIATION
Product / ServicePARA PINGPONG TABLE
CategoryA02. Rebrand / Refresh of an existing Brand
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN
PR TBWA\HAKUHODO INC. Tokyo, JAPAN
Production NOMAD TOKYO, LLC, JAPAN
Production 2 QUANTUM Tokyo, JAPAN
Production 3 SAN-EI CORPORATION Chiba, JAPAN
Production 4 AMANA Tokyo, JAPAN

Credits

Name Company Position
Kazoo Sato TBWA\HAKUHODO Chief Creative Officer
Masaya Asai TBWA\HAKUHODO Global Creative Director
Yo Kimura TBWA\HAKUHODO Senior Art Director
Takeshi Matsuda TBWA\HAKUHODO Art Director
Shohei Ooishi TBWA\HAKUHODO Copywriter
Kyosuke Hashimoto TBWA\HAKUHODO PR Planner
Masato Midorikawa Nomad Tokyo Executive Producer
Ryutaro Saito TBWA\HAKUHODO Producer
Shinri Abe TBWA\HAKUHODO Director
Shintaro Monden Quantum Product Designer
Kiyotaka Sumiyoshi TBWA\HAKUHODO Motion-graphic Designer
Yosuke Koino Freelance Director Of Photography
Takaomi Tomura Freelance Sound Designer
Takakazu Aoyama amana photography Photographer
Ryohei Takanashi acube Photographer
Wataru Ito amana Senior Graphic Producer
Yusuke Hino amana Graphic Producer
Takuya Tsugane RIZING Retoucher
Seiya Matsumiya Black Cat White Cat Music Producer
Jun Arai Slowtime Design Web Producer
Yoshinobu Okino Nomad Tokyo Online Editor
Shinya Igawa Koma Art Manufacturing Manager

Background

Tokyo will be hosting the 2020 Olympic and Paralympic Games. However, despite growing public excitement, study shows only 1% of Japanese watch Paralympic Games as these sports still struggle to gain media coverage and audience. It is a global challenge facing many para-sports committees and athletes, including our client, Japan Para Table Tennis Association. Among the reasons for the general lack of interest in Paralympic Games, is that people don’t relate to the challenges faced by para-athletes, and therefore don’t fully appreciate the immense skill involved in competing. To raise awareness of para table tennis and para-sport in general, in a hard reality where Paralympic Games are regarded secondary or largely ignored, we felt the need to bring a new perspective for spectators by communicating its appeal through an innovative method that facilitates an authentic understanding of the sport.

Describe the creative idea (40% of vote)

The ‘Para Pingpong Table’ is a collection of pingpong tables in various shapes that highlight the unique challenges experienced by para-athletes. These tables were designed based on interviews and sketches from the Japanese National Team members, who were asked to describe the shapes of the table as they ‘experience’ it, to help us visualize and comprehend what it is like to compete as a disabled player. Instead of the conventional method in which a person’s mobility is forcibly restrained to reinforce disability, ’Para Pingpong Table’ directs our focus on the exceptional ability of para-athletes and fosters renewed respect among those who experience it. The 'Para Pingpong Table' replicates the world seen through the athletes’ eyes and lets us experience it in a positive way. It serves as a new intuitive communication tool to better inform people about the athletes’ unique challenges and triumphs, adding greater depth for spectators.

Describe the execution (40% of vote)

Among 20 unique shapes, we selected 3 tables for production, each representing a different athlete’s experience. Developed professionally in cooperation with the manufacturer of the Tokyo Olympics official model, these specially designed tables meet the international competition standards in quality to achieve the full experience of the competitive game.  These tables have been displayed at educational institutions and commercial facilities for everyone to experience, featured at live events where an Olympic player played against a Paralympian, and continue to draw public and media attention to spread the appeal of para-sports. In addition to the physical tables, we created a number of collateral materials including name cards and posters in shapes highlighting the athletes’ unique characters, to communicate their stories and reach more people. This design system can also be adopted and shared by individuals with disabilities to express their identity and organizations to promote the sport.

List the results (20% of vote)

• A total of 1.3 billion impressions since its launch. • 550+ media coverage in Japan and overseas. • Social media engagement increased to +237%. • Newly registered Japan Para Table Tennis players increased by 20% at a record-breaking pace since launch. • Over 45,000 individuals experienced the table and the number keeps growing. • 92% of those who experienced the table expressed interest in watching a para table tennis match and/or para-sport games. • Influential public figures such as the head of Japan Sports Agency and Rio Olympians have used the table and voiced their support. • Currently on tour titled “Let’s 55” across Japan as an official exhibition content for the 2020 Tokyo Olympics and Paralympics.

Links

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