|Title||HIDDEN ART SIGHTAMA|
|Product / Service||SAITAMA CITY|
|Category||C05. Cultural Insight|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Media Placement||DENTSU INC. Tokyo, JAPAN|
|Production||DENTSU INC. Tokyo, JAPAN|
|Tatsuhiko Hamatani||dentsu inc.||Art Director|
|Iichiro Tanaka||dentsu inc.||Creative Director|
|Iichiro Tanaka||dentsu inc.||Art Director|
|Keisuke Aoyagi||amana inc.||Retoucher|
|Hayato Statomi||woil||Photo Producer|
|Manami Morito||dentsu creative force inc.||Producer|
|Hinako Kayama||dentsu creative force inc.||Producer|
Saitama is next to Tokyo. But Saitama is the one place in Japan where the local people have the lowest attachment to their area. Saitama citizens have lost their civic pride because they think their area lacks character and traditional culture. Hidden Art Sightama is a magazine that is distributed for free, with the aim to rediscover the appeal of traditional cultures in the Saitama area. Many seem to believe that there exists no culture in Saitama, but as a matter of fact, the region is home to such magnificent cultural assets as “bonsai,” “ningyo (dolls),” “manga” and “railways.” By juxtaposing photographs of performers and items related to local traditional cultures, the idea is to provide hints for appreciating traditional cultural practices, and at once highlight their often hidden meanings. This magazine has been a source of inspiration to encourage them to rebuild their their civic pride.
Saitama is next to Tokyo. But Saitama is the one place in Japan where the local people have the lowest attachment to their area. Saitama citizens have lost their civic pride because they think their area lacks character and traditional culture.