We ran a dream train in Tokyo for the campaign for a new album of Mr. Children, one of the most well-known music bands in Japan. The train ad used to be the kind of media, which would deliver information usually only printed on paper. So the media team came up with the idea to create ads with lace in order to create an atmosphere which would make passengers feel so comfortable that they would almost forget that they are actually public transport. That dream train ran through Tokyo for a week and after that word just spread.