Cannes Lions

DOCOMO 5G

TUGBOAT DESIGN, Tokyo / NTT / 2018

Presentation Image
Digital Proof JPG

Overview

Entries

Credits

Overview

Description

By adding an elementary school child who runs faster than an athlete as a figurative expression of future communication speed to the photograph reminiscent of the 1964 Tokyo Olympic Games, we visualized the progress of science from 1964 up to now and the expectations for the communication technology of 2020.

Execution

Furthermore, taking advantage of the new advertising slot of Yomiuri Shimbun that allows an advertisement to be posted on the front page and the last page, we arranged only the photographs reminiscent of the 1964 Tokyo Olympic Games on the front page. We intended to make a surprise that does not appear on ordinary newspapers by creating a two-page configuration taking advantage of the special structure of newspaper such that, when you open the newspaper, the last page and the front page are connected, and thus both the photograph of a running elementary schoolchild and the copy related to 5G appear at the same time.

Outcome

The front-page side of the advertisement features a design reminiscent of a poster from 1964 Tokyo Olympics. The spoofing use of the image is only available to NTT docomo, an official sponsor of Tokyo Olympics. The association with Olympics through year 2020 creates an important element in helping people remember the year of 5G launch.

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