Kyoto Tango Railway: “Mist-Ery”Train / Sea Train, 3

Credits & Description:

Company Entering: Dentsu Inc., Tokyo
Brand: Kyoto Tango Railway
Advertiser: Willer Trains
Agency: Dentsu Inc., Tokyo/Dentsu Meitetsu Communications Inc., Nagoya
Creative Director: Dai Kobayashi
Copywriter: Dai Kobayashi
Art Director: Hiroyuki Kato
Account Executive: Akio Matsuzono
Strategic Planning Director: Hiroaki Hayase
Print Production Company: Adbrain Inc., Tokyo
Photographer: Yoshihiro Ozaki
Designer: Ryohei Wada
Print Producer: Syohei Nakajima
Synopsis:
After struggling with loss-making line for ten straight years, the railway company has decided to change the names of the company and railway line to rebuild their new brand image.
Since they do not have such famous tourist spots along the railway line, they decided to use the scenery for branding instead. They introduced the new charm of the area with the nicknames,“MIST-ery Train” for the rail on mountainside and “Sea train” on seaside. The railroad which runs in the Japanese old town called Kyoto. So we expressed a railroad, fog, the sea by using a Japanese old culture "stamp," we made an icon of the one and only and planned other companies and differentiation.