Title | BUILD A RAINBOW. AGAIN AND AGAIN. |
Brand | SONY MUSIC ENTERTAINMENT (JAPAN) INC. |
Product / Service | L'ARC〜EN〜CIEL |
Category | B01. Innovative and Adapted use of Print & Publishing |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Media Placement | DENTSU INC. Tokyo, JAPAN |
PR | DENTSU INC. Tokyo, JAPAN |
Production | J.C. SPARK Tokyo, JAPAN |
Production 2 | P.I.C.S. CO., LTD. Tokyo, JAPAN |
Production 3 | TONE UP CORP. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Noriaki Onoe | DENTSU INC. | Creative Director |
Tatsuro Usui | DENTSU INC. | Art Director |
Satoshi Kohno | DENTSU INC. | Art Director |
Takuma Kawada | DENTSU INC. | Writer / Planner |
Genki Akiyama | DENTSU INC. | Planner |
Yuta Sawada | DENTSU INC. | Planner |
Seiya Miyazaki | DENTSU INC. | Planner |
Motoatsu Mibu | DENTSU INC. | Account Producer |
Makoto Kurasawa | DENTSU INC. | Account Producer |
Naoki Yamaguchi | J.C.SPARK | Designer |
Yui Yamamoto | J.C.SPARK | Designer |
Kotone Imawaka | J.C.SPARK | Design Producer |
Ryohei Takanashi | Freelance | Photographer |
Kazuho Kawai | Freelance | Photo Assistant |
Kenjiro Matsuoka | NANAME INC. | CG |
Takuya Tsugane | Freelance | Retoucher |
Yuri Takizawa | P.I.C.S. Co., Ltd. | Project Manager |
Ryo Ikeda | P.I.C.S. Co., Ltd. | Photo Producer |
Kenji Tamura | TONE UP CORP. | Printing Producer |
Build a rainbow. Again and again. - Hold this up to the sky with this side facing you.
L'Arc~en~Ciel is a band celebrating its 30th anniversary, and its name means "rainbow" in French. "Rainbow" is a song that has a deep meaning for the band and their fans, as it was released when L'Arc~en~Ciel restarted after their hiatus. At the time, the members said that a rainbow is like a flower that blooms in the sky when the rain stops and the sun comes out. In 2021, the year of COVID-19, society was depressed, people were isolated, and so to speak, the whole nation of Japan was on hiatus. Based on the experience of overcoming the suspension, L'Arc~en~Ciel sent out newspaper advertisements that made rainbows appear when people held them up to the sky. The message that people should look up to the sky and make a rainbow during these difficult times resonated with them, and many people looked up to the sky that day.
In 2021, many Japanese were divided and isolated due to the influence of COVID-19. Each of us was confined to our homes and spent all our time looking at monitors and our hands. While many companies were sending out cheering messages, we thought that psychological change is created by our actions, not our thoughts. So we created a newspaper ad that made people look up at the sky. This caused people all over Japan to look up at the sky that day. This was not just a two-sided advertisement that you could see through, but a simulated experience of holding it up to the sky and seeing a rainbow. What was most innovative of all was that this made people, who had always looked down, physically look up at the sky.