ONE RACE

TitleONE RACE
BrandJAPAN SPORT COUNCIL
Product / ServiceNEW JAPAN NATIONAL STADIUM
CategoryG07. Corporate Purpose & Social Responsibility
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
PR 2 DENTSU PUBLIC RELATIONS INC. Tokyo, JAPAN
Production DENTSU LIVE INC. Tokyo, JAPAN
Production 2 DENTSU CREATIVE X INC. Tokyo, JAPAN
Production 3 P.I.C.S Tokyo, JAPAN
Production 4 PAN. Tokyo, JAPAN
Production 5 AIRCORD Tokyo, JAPAN
Additional Company NIPPON TELEGRAPH AND TELEPHONE CORPORATION Tokyo, JAPAN
Additional Company 2 JAPAN ASSOCIATION OF ATHLETICS FEDERATIONS Tokyo, JAPAN
Additional Company 3 JAPAN PARA ATHLETICS Tokyo, JAPAN

Credits

Name Company Position
Yuya Furukawa DENTSU INC. Executive Creative Director
Kaoru Sugano DENTSU INC. Creative Director
Kota Tohata Kota Tohata Creative Director
Tetsuya Tsukamoto DENTSU INC. Art Director
Hirokazu Ueda DENTSU INC. Copywriter
Kana Koyama DENTSU INC. Copywriter
Atsushi Otaki DENTSU INC. Creative Planner / Creative Technologist
Kyoko Yonezawa DENTSU INC. Creative Technologist
Kohei Ai DENTSU INC. Producer
Eiji Akamatsu DENTSU INC. Producer
Kota Yabana DENTSU INC. Producer
Nao Ihara DENTSU INC. Producer
Shigeki Oi DENTSU INC. Adviser
Masanao Nakano DENTSU INC. Adviser
Atsushi Itaya DENTSU INC. Adviser
Yoshiyuki Kitazawa DENTSU INC. Adviser
Masanori Araki DENTSU INC. Adviser
Maki Tonobori DENTSU INC. Adviser
Madoka Yagi DENTSU INC. Adviser
Hiroki Gedo DENTSU LIVE INC. Chief Producer
Shotaro Tsuruoka DENTSU LIVE INC. Producer
Iku Miura DENTSU LIVE INC. Producer
Munehisa Matsunaga DENTSU LIVE INC. Props Director
Syun Aoki DENTSU LIVE INC. Floor chief Director
Shinya Harada DENTSU LIVE INC. Floor chief Director
Hideaki Suzuki DENTSU LIVE INC. Floor chief Director
Ryo Nagasawa DENTSU TEC INC. Chief Producer
Ayako Hiramoto DENTSU TEC INC. Producer
Yuji Yoshida DENTSU TEC INC. Producer
Maho Takada DENTSU TEC INC. Producer
Masafumi Fujioka DENTSU CREATIVE X INC. Producer
Ryotaro Omori DENTSU CREATIVE X INC. Production Manager
Hidemi Saito Production Manager DENTSU CREATIVE X INC.
Akira Segawa DENTSU CREATIVE X INC. Production Manager
Kohei Suzuki DENTSU CREATIVE X INC. Production Manager
Mitsuo Tokunaga DENTSU CREATIVE X INC. Production Manager
Wataru Kitamoto DENTSU CREATIVE X INC. Production Manager
Yasuhiko Nishimura DENTSU CREATIVE X INC. Technical Director
Shuto Hashiura DENTSU CREATIVE X INC. Director
Takahiko Kajima P.I.C.S. Co., Ltd. Producer
Ryo Ikeda P.I.C.S. Co., Ltd. Producer
Shuhei Harada P.I.C.S. Co., Ltd. Production Manager
Nao Matsutake P.I.C.S. Co., Ltd. Production Manager
Haruka Tanji P.I.C.S. Co., Ltd. Production Manager
Kenta Koide P.I.C.S. Co., Ltd. Production Manager
Hiroyuki Hori PAN Co., Ltd. Technical Director
Akira Hayasaka PAN Co., Ltd. Lead Programmer
Taesu Yuma PAN Co., Ltd. Programmer
Ayumu Nagamatsu PAN Co., Ltd. Programmer
Yuko Okuda PAN Co., Ltd. Asistant
Toshiyuki Hashimoto aircord Technical Producer
Osamu Iwasaki aircord Technical Director
Keitaro Irisuna aircord Design Engineer
Masaki Kubota aircord Hardware Designer
Motoyo Ochiai aircord Project Manager
Sana Yamaguchi aircord Assistant (LA)
Kazuaki Seki koe inc. Director
Yuta Echigo STURGEON Cameraman
Ryo Ichikawa koe inc. Cameraman
Takayuki shida Freelance Cameraman
Hiroyuki Yabe Freelance Cameraman
Kenichi Murase Freelance Cameraman
Yusuke Oki Freelance Cameraman
Tetsuya Kogure Freelance Cameraman
Ken Katsuno FINDERS Cameraman
Kei Fujita Freelance Cameraman
Takahiro Nagumo Freelance Camera Assistant
Kota Watanuki Freelance Camera Assistant
Erika Shimizu Freelance Camera Assistant
Shinsaku Kamimura Freelance Camera Assistant
Soma Hirao Freelance Camera Assistant
Yasuaki Fujinami Freelance Camera Assistant
Hiroshi Matsumura Freelance Camera Assistant
Sho Sato Progressive Camera Assistant
Yukimasa Nagashima Freelance Camera Assistant
Naoya Suzuki Freelance Making Cameraman
Kengo Kawatsura Freelance Making Cameraman
Kaita Otome Freelance Making Cameraman
Taito Oyama Progressive DIT
Masaki Hashimoto Progressive DIT
Kazuya Murakami Progressive DIT Assistant
Daisuke Sugawara Pointed corner Industries.LLC Offline editor
Sho Aiuchi McRAY Online editor
Kiyoshi Shimomura McRAY Online editor Assistant
Yuma Karasawa McRAY Colorist
Ryosuke Taniguchi Ongakushitsu Inc. Music Producer
Akihito Narita ONPa Sound Effects
Hisashi Kumagaya Step Sound Designer
Masami Uchida Step Sound Designer
Osamu Kobayashi McRAY Mixer
Yasunori Suzuki McRAY Mixer Assistant
Kazuya Ogata gosaydo Narration
Kanna - aksent Narration
Junko Nakamura DENTSU SPORTS PARTNERS INC. General Manager
Ayumi Kurita DENTSU SPORTS PARTNERS INC. Producer
Ayako Yano DENTSU SPORTS PARTNERS INC. Producer
Sunyon Kan DENTSU SPORTS PARTNERS INC. Director
Naoya Fujimura DENTSU SPORTS PARTNERS INC. Producer
Sorachi Kasho DENTSU SPORTS PARTNERS INC. Assistant Director
Maki Nakano DENTSU SPORTS PARTNERS INC. Producer
Masanori Kobayashi DENTSU SPORTS PARTNERS INC. Producer
Miki Ogawa triforce co.,ltd. Cameraman
Naohito Maeda Freelance Camera Assistant
Tomoki Furukawa KOKIHIFUMI Camera Assistant
Genki Ando Freelance Camera Assistant
Shiho Miyazaki Freelance Camera Assistant
Satoshi Igarashi Freelance DIT
Tsunanobu Yamamoto Chapters Film inc. DIT Assistant
Kazuhiko Takahashi ENDLESS DIT Assistant
Fumihiko Kamemura Logoscope Ltd. Cameraman
Yosuke Kumai Freelance Camera Assistant
Akira Iio 1inc. CG Producer
Kazuki Kuroiwa 1inc. CG Director
Toshihiko Sakata +Ring CG Producer
Yu Onishi +Ring CG Director
Ryohei Takanashi acube Photographer
Kazuaki Koyama acube Photographer
Yu Suzuki acube Photographer
Atsuhiro Shirahata Freelance Photographer
Kazuyoshi Miyauchi Freelance Photographer
Yu Inohara Freelance Photographer
Nobuyuki Enishi Freelance Photographer
Yuya Mizoguchi Freelance Photographer
Shunsuke Imai Freelance Photographer
Atsushi Hirano Freelance Photographer
Takuya Tsugane amana digital imaging Retocher
Shoichiro Minohara ADBRAIN Inc. Designer
Nobuaki Kubota ADBRAIN Inc. Designer
Akari Nagata ADBRAIN Inc. Designer
Mitsuaki Kawashima ADBRAIN Inc. Producer
Shingo Kinoshita Nippon Telegraph and Telephone Corporation Network R&D Director
Souichirou Usui Nippon Telegraph and Telephone Corporation Network R&D Producer
Satoshi Sakuma Nippon Telegraph and Telephone Corporation Network R&D Producer
Tomoyuki Hayasaka Nippon Telegraph and Telephone Corporation Network R&D Producer
Takashi Miyatake Nippon Telegraph and Telephone Corporation Network R&D Producer
Yasutaka Saiga NTT Communications Network Marketing General Manager
Taizo Oosumi NTT Communications Network Marketing General Manager
Masaki Yonago NTT Communications Network Marketing Senior Manager
Midori Umada NTT Communications Network Marketing Manager
Hikaru Sakamoto NTT Worldwide Telecommunications Network Produce Senior Manager
Mai Kijima NTT Worldwide Telecommunications Network Produce Manager
Yusuke Imamura NTT Worldwide Telecommunications Network Produce Manager
Hideaki Akabori NTT Communications Network System General Manager
Michiko Ando NTT Communications Network System Engineer
Hideo Yanagisawa NTT Communications Network System Engineer
Takeshi Torigoe NTT Communications Network System Engineer
Akira Ono NTT TechnoCross Corporation MMT Engineer
Shinichiro Ueno NTT TechnoCross Corporation MMT Engineer
Yuki Kobayashi NTT TechnoCross Corporation MMT Engineer
Akira Kurosaka NTT TechnoCross Corporation MMT Engineer
Yuma Mizutani NTT TechnoCross Corporation MMT Engineer
Ryo Fukutani AT Linkage Inc. Producer
Yuki Tsujimura AT Linkage Inc. Project Manager
Tsukasa Ishii AT Linkage Inc. Technical Director
Akane Yamamoto AT Linkage Inc. Project Manager
Imao Kagawa JIMA Co.,Ltd. Director
Tadashi Ooyagi YAGI PRO Co.,Ltd. Director
Satomi Nara YAGI PRO Co.,Ltd. Time Keeper
Kae Imura YAGI PRO Co.,Ltd. Time Keeper
Junya Yoshimura HikariGraph, inc. Technical Coordinator
Akira Kamikura Upright Inc. System Engineer
Yusei Yamanaka Freelance System Engineer
Masanori Obayashi Funaffect Inc. Network Engineer
Masato Matsubara IPIX Inc. Graphics Designer
Hajime Kayama Tisman Service Co., Ltd. EVS Operator
Masakazu Shibasaki SKY Perfect Broadcasting Corporation Technical Coordinator
Ayumi Tsuchiya SKY Perfect Broadcasting Corporation Technical Coordinator
Youichi Kitamura SKY Perfect Broadcasting Corporation Video Engineer
Hiroshi Gunji SKY Perfect Broadcasting Corporation Video Engineer
Nariaki Maeda SKY Perfect Broadcasting Corporation Video Engineer
Katsutaka Hirako SKY Perfect Broadcasting Corporation Video Engineer
Kazuaki Ota International Creative Co., Ltd. Vision Video Operator
Gou Funada International Creative Co., Ltd. Vision Video Operator
Hiroaki Muramatsu International Creative Co., Ltd. Vision Video Operator
Toshiaki Shimizu Chiyoda Video Co., Ltd. Technical Producer
Hiroki Abe Chiyoda Video Co., Ltd. Technical Director
Kouhei Matsuura Chiyoda Video Co., Ltd. Video Engineer
Youhei Endo Chiyoda Video Co., Ltd. Video Switcher Operator
Hitoshi Hatori Chiyoda Video Co., Ltd. Audio Engineer
Shunsuke Saiki MATSUDA TRADING CO.,LTD Comms Engineer
Masato Hayano CAMing Co., Ltd. Comms Engineer
Manabu Nakamura Rikei Corporation RF Engineer
Jin Nakamura IKAROS Co., Ltd. Broadcast Director (LA)
Akihiro Ibe TRI Link Vision Ltd. Co. Technical Director (LA)
Isamu Tajiri Tech-Knots Corporation Technical Operator (LA)
Atsushi Watanabe NTV International Corporation Technical Coordinator (LA)
Hirotaka Totsu AT Linkage Inc. Project Manager (Paris)
Mitsuyasu Fukumoto FLOWER COMPANY INC. Broadcast Director (Paris)
Takumi Ikeda Takumi Onkyo Technical Director (Paris)
Junya Jitsukawa Global Photo Associates, Inc. Technical Coordinator (Paris)
Akihito Igarashi T2Creative Stage Manager(National Stadium)
Yuki Okumura T2Creative Stage Assistant Manager(National Stadium)
Kenji Takashima BARREL Inc. Stage Manager(Paris)
Ryo Kubouchi Q-nine Inc. Stage Manager(LA)
Hiromichi Udono SP RING TOKYO Production Manager
Kenji SENOO AROUND Production Director
Fumio Hagiwara HIBINO Visual System Engineer
Koji Maehata HIBINO Visual System Engineer
Hisaya Osakabe Komaden Visual System[Handy Vision] Engineer
Koji Amemiya Komaden Visual System[Handy Vision] Engineer
Yusuke Nakagawa Komaden Visual System[Handy Vision] Engineer
Masashi Takemiya Shimizu Octo, Inc. Props Manager
Shunji Yamanaka LEADING EDGE DESIGN Disign Engineer (Medal)
Mitsuru Muramatsu LEADING EDGE DESIGN Disign Engineer (Medal)
Kyoko Akane LEADING EDGE DESIGN Manager (Medal)
Shinya Abe Seibidou Production Director(Medal)
Tomoaki Kaneshige Toppan Printing Production Director(Medal strap/Number Cloth)
Daisuke Yamamoto Toppan Printing Production Director(Medal strap/Number Cloth)
Grace Kawahara Mt.MELVIL Producer (Paris Shoot)
Miki Murata Mt.MELVIL Producer (Los Angeles Shoot)
Sandrine Schumacher Hexagon Films Line Producer (Paris Shoot)
Anthony Saoudi Hexagon Films Production Manager (Paris Shoot)
Ayumi Kitahara Freelance Producer (Los Angeles Shoot)
Hisao Uose Vision Bridge, LLC. Network Planner
Shingo Obara Japan Association of Athletics Federations Adviser
Eichi Yoshizawa Japan Association of Athletics Federations Adviser
Tatsunosuke Uruchida Japan Association of Athletics Federations Adviser
Yume Ishida Japan Association of Athletics Federations Adviser
Takahiro Watanabe Watataka Corporation Adviser
Toshihito Mitsui Japan Para Athletics Chairman
Tatsuru Ibusuki Japan Para Athletics Adviser
Koki Shimoinaba Japan Para Athletics Adviser
Tetsuya Koyama Japan Para Athletics Adviser
Yasuhiro Harada Japan Para Athletics Adviser
Katsuo Asada Japan Para Athletics Adviser
Daiki Takano Japan Para Athletics Adviser
Shunsuke Nambu Qoncept Tracking System Engineer
Kenichi Hayashi Qoncept Tracking System Director

Why is this work relevant for PR?

The Japan Sport Council's mission is to improve the world with the power of sports. And one of their representative projects is the new Japan National Stadium. It is a stadium that will host the Olympics and will be a place that the world is paying attention to. We thought about the positive impact that this brand can have on society. It is to send new sports standards to the world on the day when the new national stadium opens. We challenged an event that unites humanity with the power of sports.

Background

The new national stadium will serve as the main stadium for the 2020 Tokyo Olympics/Paralympics. For its opening event, we came to the conclusion that it should have a powerful significance towards society. We wanted to hold a race that embodies the influence of sports, which is to unite humanity as one. By creating a new sporting competition that removes the invisible walls that existed in sports, we wanted to show the first step to a world in which people can live together regardless of race, gender, or disability. We thought that was the most meaningful message and experience for those who set foot on the new stadium for the first time.

Describe the creative idea (20% of vote)

ONE RACE The world’s first relay race that dissolves the barriers of the Olympics and Paralympics, gender, and distance. Athletes of different events make teams and compete against one another on the same field. The event was held as the opening race for the new national stadium, scheduled to serve as the main stadium of the 2020 Tokyo Olympics/Paralympics. Then, we built walls. Now, we break them.

Describe the PR strategy (30% of vote)

On the day of the inauguration of the new national stadium, we presented a new experience realized by the power of sports to over 60,000 spectators and other Japanese audiences watching the event on television. This is a very memorable day for the first visitors to the new national stadium where the Tokyo Olympic and Paralympic Games will be held. We wanted to convey to them the message of significance to humanity through the power of sports along with this moving experience.

Describe the PR execution (20% of vote)

"ONE RACE": A new event that breaks barriers found in sports. Sports has always been divided. Abled to Disabled. Men to Women. ONE RACE is the first in history to break down these barriers, where athletes of different events form teams to compete against one another. We created a universal baton for all athletes to use. ONE RACE expands beyond borders, connecting stadiums of 3 different nations online. Top athletes from around the world gathered to support this concept. Athletes and para-athletes made teams and the very tops of the world confronted each other. Then, we built walls. Now, we break them.

List the results (30% of vote)

The sight at the stadium on that day was one, never seen before. ・Media Exposure: Television: 42, Newspaper: 65, Internet: 1917 ・The stadium had 60,000 spectators. The race was broadcasted on national television with viewer ratings scoring over 10%. Then, we built walls. Now, we break them. We believe in a future, a world that celebrates this sport like all others.

Please tell us how the brand purpose inspired the work

The purpose of the brand is to make a positive impact on the world with the power of sports. The opening event of the new Japan National Stadium has decided to set a new standard for sports. Through the new sport we invented, we aimed to create a society regardless of gender, disability, or nationality. We decided to hold one that embodies the influence of sports in uniting humanity as one.