JR East (East Japan Railways): Get Back, Tohoku., 7 [2017 campaign]

Credits & Description:

Agency: Dentsu Inc. / Tokyo
Client: East Japan Railway Company
Category: Tourism / Travel / Transportation
Art Director: Yoshihiro Yagi
Copywriter: Hiroshi Ichikura / Waca Sakamoto
Creative Director: Yoshihiro Yagi
Designer: Daisuke Hatakeyama / Masashi Fujita
Production Company: Creative Power Unit / Tokyo / Ichikura Office,inc. / Tokyo / Cotori-Office / Tokyo / Fumihito Katamura Photograph Office / Tokyo / Yokohama Super Factory / Tokyo / Dentsu On Demand Graphic Inc. / Tokyo
Producer: Takako Yamada
Agency Producer: Koji Wada
Creative Team: Nao Namura / Shinya Tamura
Executive Creative Director: Takuma Takasaki
Photographer: Fumihito Katamura
Idea Creation: Dentsu Inc. Tokyo, Japan
Production: Creative Power Unit Tokyo, Japan
Production 2: Ichikura Office Tokyo, Japan
Production 3: Cotori-Office Tokyo, Japan
Production 4: Fumihito Katamura Photograph Office Tokyo, Japan
Production 5: Yokohama Super Factory Tokyo, Japan
Additional Company: Dentsu On Demand Graphic Tokyo, Japan
Executive Creative Director: Takuma Takasaki (Dentsu Inc.)
Creative Director / Art Director: Yoshihiro Yagi (Dentsu Inc.)
Copywriter: Hiroshi Ichikura (Ichikura Office,inc.)
Copywriter: Waca Sakamoto (Cotori-Office)
Designer: Daisuke Hatakeyama (Creative Power Unit)
Designer: Masashi Fujita (Creative Power Unit)
Photographer: Fumihito Katamura (Fumihito Katamura Photograph Office)
Agency Producer: Koji Wada (Dentsu Inc.)
Account Executive: Nao Namura (Dentsu Inc.)
Photo Producer: Takako Yamada (Yokohama Super Factory)
Printing Director: Shinya Tamura (Dentsu On Demand Graphic Inc.)
Describe the campaign/entry:
A train travels through scenes of the everyday. We captured these moments.
The bridge, the tunnel, the rail, the snow, the blue sky, and of course the train – they are real.
Each scene only becomes complete with these ingredients in that moment;
they are naturally generated composition, captured by the photographer.
The perspective is a traveller encountering the scenes for the first time during his journey.
The beauty of the images introduces color to the landscape of the daily commute.
We designed the entire campaign turning the train from just another mode of transport to an intrepid hero.
Creative Execution:
A train travels through scenes of the everyday. We captured these moments.
The bridge, the tunnel, the rail, the snow, the blue sky, and of course the train – they are real.
Each scene only becomes complete with these ingredients in that moment;
they are naturally generated composition, captured by the photographer.
The perspective is a traveller encountering the scenes for the first time during his journey.
The beauty of the images introduces color to the landscape of the daily commute.
We designed the entire campaign turning the train from just another mode of transport to an intrepid hero.
Indication of how successful the outcome was in the market:
This campaign successfully inspired a return of the joy of travel in the devastated Tohoku region in Japan.
A train travels through scenes of the everyday. We captured these moments.
The bridge, the tunnel, the rail, the snow, the blue sky, and of course the train – they are real.
Each scene only becomes complete with these ingredients in that moment;
they are naturally generated composition, captured by the photographer.
The perspective is a traveller encountering the scenes for the first time during his journey.
The beauty of the images introduces color to the landscape of the daily commute.
We designed the entire campaign turning the train from just another mode of transport to an intrepid hero.