Background

Young people in Japan these days are not interested in cars. So we wanted to do something that would attract the attention of young people. With a limit of 1.5 million yen, including production and media costs, we used a part of the stations, which are not normally use as a medium for advertising. It succeeded in surprising people with a sight that is not usually seen.

Describe the creative idea (40% of vote)

This is the idea which is to catch people's attention to "road signs" that should be on the road, but are posted in station. This advertisement explains how your driver's license will change your life and where it will "drive" you in life. This "road sign" has encouraged many students to get their driver's license and dream of a fulfilling experience.

Describe the execution (40% of vote)

We thought station would be the best place for it to be seen by people who don't drive. We chose Takadanobaba Station because there are more than 10 universities within walking distance. However, that station had no existing advertising media, such like road signs, posted above the heads of passersby. With a limit of 1.5 million yen, including production and media costs, we negotiated with the railroad company to use a part of the station, which originally not be used as an advertising medium. Consequently we created a sight that people have never seen. And so many people posted it on social media.

List the results (20% of vote)

The ad was featured on Yahoo News, one of Japan's largest news sites, as well as in newspapers, magazines, and various other media outlets, as well as creating a buzz on social media. The applicants increased to 150% despite Covid-19 pandemic.