Cannes Lions

The Beauty of Japan’s Global Logistics : A picture book illustrating the world through logistics

DENTSU INC., Tokyo / TOYOTA / 2019

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Overview

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Credits

Overview

Background

Our objective is to achieve a brighter and cleaner image of the logistics business.

Toward that end, we focus on helping children understand logistics.

Idea

Envisioning logistics as communication between individuals, cities, and countries, we used words from global languages as a straightforward and symbolic motif. We chose the traditional Japanese classroom method of “kamishibai” storyboards to explain how the industry works to children who had no preconceptions about logistics. The storyboards also provided a wonderful opportunity for the children to experience global diversity through exposure to various alphabets and languages.

Execution

Logistics is communication, ideally depicted through words.

Discovering that logistics connects our world like language made it more familiar and understandable.

Outcome

Employees’ motivation was heightened as their families gained a deeper understanding of their job.

We increased children’s interest in the world of logistics and strengthened our position as a leading company in the logistics industry.

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