Why is this work relevant for Brand Experience & Activation ?

Due to the torrential rains that struck western Japan in July 2018, Hiroshima Prefecture suffered serious damage, which also greatly affected the number of visiting tourists. We started this project as a way to generate new tourism to break out of this crisis. Let’s bring energy and smiles back to Hiroshima． That’s how “Show Your Face! Hiroshima” started. Involving people from inside and outside the prefecture, it has now created new tourist attractions in Hiroshima.

Background

Due to the torrential rains that struck western Japan in July 2018, Hiroshima Prefecture suffered serious damage, which also greatly affected the number of visiting tourists.We started this project as a way to generate new tourism to break out of this crisis.

Describe the creative idea (20% of vote)

We call it “Show Your Face! Hiroshima”We set up “Show Your Face Signboards” in all municipalities in the prefecture, wishing for people to get out and show their faces.Each signboard has motifs of local specialties, filling the prefecture with “photo spots” that just make you want to snap a souvenir picture. The aim is to communicate “energetic Hiroshima” at home and abroad…

Describe the strategy (20% of vote)

We started by asking creators all over Japan if they would like to join in.We asked them to “energize Hiroshima with their artwork” and creators from all genres, cartoonists, illustrators, and painters, answered the call.This yielded the very best Show Your Face Signboards.At times enormous, other times upside down…Artworks that nobody’s ever seen covered 27 locations across Hiroshima.

Describe the execution (30% of vote)

Furthermore, we asked influencers to do “Show Your Face Relay Trips” to create interest in the campaign itself.The Cyberjapan Dancers members and “Show Your Face Signboard-ist” Shioya boldly set out to visit all 27 signboards.We also held a send-off ceremony in Tokyo.

List the results (30% of vote)

Social media reach of more than 2 million! Coverage in various media(*TV x6, newspapers and magazines x23, online x188) has corresponded to 147 million yen in advertising costs.The campaign has also had an affect on tourismas the energy from before the disaster has come backand the number of lodgers has gone up by 10% since January.