HIDDEN ART SIGHTAMA

Short List
TitleHIDDEN ART SIGHTAMA
BrandSAITAMA CITY
Product / ServiceSAITAMA CITY
CategoryC05. Cultural Insight
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
Production DENTSU INC. Tokyo, JAPAN

Credits

Name Company Position
Tatsuhiko Hamatani dentsu inc. Art Director
Iichiro Tanaka dentsu inc. Creative Director
Iichiro Tanaka dentsu inc. Art Director
Aoi Yamada free Model
Kunio Kohzaki free Hair
Ken Shiroma free Makeup
Chika Yokote free Stylist
Kaori Uemura free Photographer
Keisuke Aoyagi amana inc. Retoucher
Hayato Statomi woil Photo Producer
Manami Morito dentsu creative force inc. Producer
Hinako Kayama dentsu creative force inc. Producer

Translation. Provide a full English translation of any text.

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.

Please tell us about the cultural insight that inspired the work

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.