The Kobe Shimbun, a local Japanese newspaper, ran a year-long campaign to commemorate the 30th anniversary of Himeji Castle, said to be the most beautiful castle in Japan, as a World Heritage Site. It started with newspaper advertisements appealing for peace, and then decorated the city with tabloids and posters.

Himeji Castle was the first castle in Japan to be registered as a UNESCO World Heritage Site in 1993, and will celebrate its 30th anniversary in 2023.

Himeji Castle is a miraculous castle that has remained unbroken and unspoiled for 400 years because it has not been at war for 400 years. It has been loved as a symbol of the region for 400 years.

By conveying the historical fact that "Himeji Castle’s appearance has been miraculously preserved because it has not seen war for the 400 years since its construction,” the ad not only conveys the beauty of the castle but also the importance of peace born in the absence of war.

A photograph of the castle was taken using no lighting but that of a full moon, just as it would have appeared 400 years ago. The exposure time was adjusted many times to express the beauty of a woodblock print. The ad featured a dynamic design in which the message was shown over a two-page spread. When the newspaper was turned sideways, the castle spread across the paper.

The impactful design was photographed and quickly became a hot topic on social media. The ad was also pulled into the discussion about peace. Furthermore, by shining a new light on the castle that has been loved by locals for 400 years, we succeeded in creating a new bond between Himeji Castle and its fans.