Cannes Lions
DENTSU INC., Tokyo / EAST JAPAN RAILWAY COMPANY / 2017
Awards:
Overview
Entries
Credits
Description
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.
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.
Outcome
This campaign successfully inspired a return
of the joy of travel in the devastated Tohoku region in Japan.
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