240 POSTERS OF RUGBY STRATEGY

Title240 POSTERS OF RUGBY STRATEGY
BrandMITSUBISHI ESTATE GROUP
Product / ServiceSERVICE
CategoryC03. Data Visualisation
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU PUBLIC RELATIONS Tokyo, JAPAN
Production TAIYO KIKAKU CO., LTD. Tokyo, JAPAN
Production 2 CAVIAR Tokyo, JAPAN
Production 3 INVISIBLE DESIGNS LAB Tokyo, JAPAN
Production 4 TOW CO.,LTD Tokyo, JAPAN
Production 5 TAKI CORPORATION Tokyo, JAPAN
Additional Company SHOEI INC. Tokyo, JAPAN

Credits

Name Company Position
Mitsuhiro Ito DENTSU INC. Group Creative Director
Akira Suzuki DENTSU INC. Creative Director
Yusuke Koyanagi DENTSU INC. Art Director
Takahiro Ohnishi DENTSU INC. Art Director
Kenta Isobe DENTSU INC. Copywriter
Koyu Numata DENTSU INC. Copywriter
Toshiya Yui DENTSU INC. Copywriter
Shintaro Murakami DENTSU INC. Creative Technologist
Sei Ryuji DENTSU INC. Account Team
Shiro Oguni Freelance Executive Producer
Teppei Ohno TAIYO KIKAKU Co., Ltd Producer
Ryosuke Kondo TAIYO KIKAKU Co., Ltd Production Manager
Takuya Demura Caviar Director
Masayuki Noda Invisible Designs Lab Ltd. Music Supervisor
Takashi Kibe TOW CO.,LTD Producer
Satoshi Kato TOW CO.,LTD Production Manager
Dai Wakabayashi TOW CO.,LTD Event Planner
Kiminori Soga TOW CO.,LTD Production Manager
Haruki Uchida TAKI corporation Producer
Shiho Kumai TAKI corporation Designer
Misaki Fujioka TAKI corporation Designer
Yohei Nemoto Dentsu Public Relations Inc. PR Planner
Shiro Miyanabe Dentsu Public Relations Inc. PR Planner
Shunichi Yamashita SHOEI INC. Producer

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.

Links
Supporting Webpage