Who lives in Tokyo is who make Tokyo an attractive place.

By filming documentaries from people in various professions and communities, we wanted to engage audience from more fields than a traditional communication can do.

We successfully gained social shares among the concerned local communities.

Japanese tends to be humble and hide their pride from others. Through our campaign, we wanted to employ the &TOKYO brand so that the pride as a Tokyo citizen can be better shared and expressed. Pride is something that lasts long, Rather than airing one or two TV commercials that only last for a moment, we created a number of executions and ran them continuously.

Aiming at being the best travelling destination in the world, the Tokyo Metropolitan Government set up the &TOKYO brand to enforce communications towards people in and outside Japan. We wanted the citizens to share the pride for being as a part of Tokyo, and the others to feel diversity of lives in Tokyo through this series of work.