| Asia Pacific Advertising Festival (AdFest) 2015 | ||
|---|---|---|
| DESIGN LOTUS | EXHIBITIONS, EVENTS & PUBLIC ENVIRONMENT | Bronze |
| Ad Stars Awards, 2015 | ||
| Design | Product & Service | Bronze |
| Direct | Use of direct marketing | Bronze |
| LIA (London International Awards), 2015 | ||
| Design | Installations/Displays - Temporary | Gold Winner |
SUB CATEGORY : EXHIBITIONS, EVENTS & PUBLIC ENVIRONMENT
COMPANY ENTERING : ADK JAPAN, TOKYO
ENTRY TITLE : LIGHT IS TIME
BRAND : CITIZEN
ADVERTISER : CITIZEN WATCH CO.,LTD.
ADVERTISING AGENCY : ADK, TOKYO
ART DIRECTOR : TADASHI AOKI
ACCOUNT DIRECTOR : TORU EBISAWA
CREATIVE CURATOR : AKIKO SUENAGA
AGENCY PRODUCER : TATSUYA KARASAWA
PRODUCTION COMPANY : HIROBA CO., LTD., TOKYO
DIRECTOR : KAZUYUKI MIYABE/YOHEI TAKEDA
ASSISTANT DIRECTOR : SAKIKOTAGAWA/RIKAKO TAKAHASHI
CINEMATOGRAPHER/D.O.P : KAZUYUKI MIYABE/ATSUHIKO FUKATANI
EDITOR : KAZUYUKI MIYABE
PHOTOGRAPHER : KAZUYUKI MIYABE (HIROBA CO., LTD.)
SOUND PRODUCTION COMPANY : ADK, TOKYO
SPECIAL EFFECTS COMPANY : ADK, TOKYO
ENGLISH CONTEXT EXPLANATION : “LIGHT IS TIME” IS AN INSTALLATION AT MILAN DESIGN WEEK IN MARCH TO MAXIMIZE BRAND IMAGE OF CITIZEN BY USING “MAIN-PLATE” AS AN ICON OF WATCH-MAKING HERITAGE. A “MAIN-PLATE” IS VERY BASIC PARTS OF THE WATCH AND WITHOUT “MAIN-PLATE”, WATCH WOULD NOT MOVE. THE “MAIN-PLATE” SYMBOLICALLY REPRESENTS THE BASIS OF CITIZEN‘S WATCH-MAKING EXCELLENCE. “LIGHT IS TIME” EMPLOYED AROUND 80,000 PIECES OF “MAIN-PLATE”. MOVING LIGHTS OVER THE MAIN-PLATE SURROUND THE VISITORS WHO MOVE THROUGH THE SPACE WHILE TIME STANDS STILL. CITIZEN WAS ABLE TO COMMUNICATE ITS CORE VALUE TO 50,000 VISITORS IN 6 DAYS AND WON PRIZES IN TWO CATEGORIES "BEST ENTERTAINING" AND "BEST SOUND" AND COVERED OVER 300 MEDIA GLOBALLY. SINCE THE AWARDS' INCEPTION FOUR YEARS AGO, THIS IS THE FIRST TIME ONE COMPANY HAS SIMULTANEOUSLY WON TWO CATEGORIES. USING SAME MAIN-PLATE, A TRIUMPHAL EXHIBITION WAS HELD IN TOKYO IN NOVEMBER AND CITIZEN’S CHALLENGE TO COMMUNICATE ITS CORE VALUE CONTINUES.