Cannes Lions

GET BACK, TOHOKU.

DENTSU, Tokyo / EAST JAPAN RAILWAY COMPANY / 2013

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Overview

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Credits

Overview

Description

The campaign started in the winter of 2012 in the context of encouraging Tohoku after the earthquake of 2011. Because the slogan “Get Back, Tohoku” aroused people’s sympathies and penetrated the market, we decided to keep using it for the new campaign. In order to help people realize the attraction of Tohoku, we selected “spa” as a new theme. Especially on the web magazines, we put an emphasis on the attraction of Tohoku spa. The campaign colors came from the colors of the Shinkansen train cars. By using them, we achieved the pop and casual image of Tohoku.

Execution

The campaign started in the winter of 2012 in the context of encouraging Tohoku after the earthquake of 2011.

Because the slogan “Get Back, Tohoku.” aroused people’s sympathies and penetrated the market, we decided to keep using it for the new campaign.

In order to help people realize the attraction of Tohoku, we selected “spa” as a new theme.

Especially on the web magazines, we put an emphasis on the attraction of Tohoku spa.

The campaign colors came from the colors of the Shinkansen train cars.

By using them, we achieved the pop and casual image of Tohoku.

Outcome

The campaign made an appeal towards Tohoku’s recovery, and succeeded to gather a large number of tourists, which linked with reconstruction support.

By mainly targeting young people and presenting specific spa towns, we created a new market.

Also, the campaign got an overwhelming response via social media such as Facebook, Twitter and poster media.

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12 items

3 Spikes Asia Awards
Get Back, Tohoku.

DENTSU INC., Tokyo

Get Back, Tohoku.

2018, EAST JAPAN RAILWAY COMPANY

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