The idea: Weave a piece of news photo as part of story, with a help from "Rakugo" storytellers.

"Rakugo" is a Japanese art of storytelling with over 300-year history that cuts into controversial current topics and turns it into entertainment for the mass audience.

These storytellers will pick their news photo of interest among the "Year in Focus" New Photo Collection and tell a story that shares a relevant theme. For example the photo of Angela Merkel and François Hollande with David Cameron before the shocking "BrExit" lead to a performance of a cynical story on leadership which was created some 260 years ago and was given a modern twist.

The visual shows the shutter release icons in various aperture and modes with Rakugo-relevant color schemes.

Besides the main posters, we created Japanese classic hand towels used by "Rakugo" story tellers as a prop and often given out to its audiences. And other relevant collaterals that explain about the Year in Focus Collection and Getty Images.

For the first time in history, at the most global and news-relevant destination in the country, the United Nations University, “Rakugo" PhotoStory Session opened its doors.

It attracted many audience as well as over 30 media companies. Major TV shows featured our event for over 5 minutes each.

And was covered in various blogs: http://blog.livedoor.jp/koheiasao/archives/8925734.html

http://acz7819.hatenablog.com/entry/2016/12/02/135043

Japanese love "Rakugo" and the audience listen to stories and envision their own images. Hard-to-follow news photos were given relevant interpretation by storytellers, inspiring audience intellect.

The visual shows the shutter release icons and Rakugo-relevant color schemes.

Situation: Getty Images is the world's biggest stock photo company, however, in Jaan it is much smaller compared to a few other major competitors. Getty Images was trying to find a way to promote its "Year in Focus" News Photo Collection and gain recognition.

The Challenge: Japan is worst, when it comes to “having interest in global news.” (Worst ranking among advanced countries) https://matome.naver.jp/odai/2146786136028628101/2146786259230408903

How do we capture interest of these indifferent people?