Describe the creative idea

Japan will host the Rugby World Cup for the first time in 2019, with the Mitsubishi Real Estate Group as the primary sponsor. In Japan, rugby lags behind as a minor sport, overshadowed by its image as a sweaty and muddy activity. We therefore focused on the 2015 match between Japan and the powerful South Africa which generated wild enthusiasm from viewers around the world. We visualized the “strategic four minutes” in the second half of the match in which Japan—the underdog—toppled a rugby giant. Player and ball movements were digitized into one-second intervals, allowing us to create a total of 240 posters expressing the four minutes in a continuous spatial arrangement. The result spotlighted rugby strategy, creating an opportunity to change the image of the sport in Japan.

Describe the execution

In 2019, the first Japan held in the rugby world cup. And Mitsubishi Estate Group is the main sponsor. But in Japan, rugby still remains a minor sport. Therefore, our aim was to visualize ""strategic attraction"" of rugby and to lay the foundation for rugby to be loved by Japanese people. We set up the target audience as people walking in Tokyo, Marunouchi, the center of Japanese business, which has nothing to do with usual rugby, we exhibited.