The client, Kyushu Railway Company, is a company in the Kyushu region of Japan. The Kyushu Shinkansen is one of the most important means of transportation for the residents of Kyushu, connecting one end of the region to the other (250km) in an hour and a half.

The brief from the client was to commemorate the 10th anniversary of the opening of the Kyushu Shinkansen.

During the past ten years, the Kyushu region has experienced major earthquakes and floods. In addition to that, COVID-19 hit not only Japan but also the world. So, we couldn't celebrate this memorable day with festivities. It was necessary to propose a plan that would allow people from all walks of life to have hope for the future.

We planned an idea that would not only celebrate the client's anniversary, but also brighten up the stagnant Kyushu region and cheer up the residents.

The "Shooting Star Shinkansen" is a project that can be participated in by people who are at home due to illness, people who have lost their families due to disasters, and ordinary residents. It is a special, one-night-only bullet train that runs 250 km from one end of Kyushu to the other with a dazzling glow.

In addition, the outer body of the bullet train was decorated with "wishes" collected from the public.

The target audience is all people living in Kyushu.

The Shinkansen, which opened ten years ago, is now completely familiar to the residents of Kyushu. It is used not only for travel but also for commuting, and has become a part of the lives of everyone from children to the elderly.

In order to celebrate the 10th anniversary, we needed to take measures to make the Shinkansen a special vehicle to draw attention to it again. Therefore, we organized a special one-night-only service.

Before the 10th anniversary in March, we solicited wishes from all over Japan to be put into a shooting star. The wishes were displayed as decorations inside and outside the train.

The main event was a special one-night-only service that ran from the beginning to the end of the Kyushu Shinkansen line (About 250km). The train was equipped with lighting equipment and ran with glowing lights to represent a shooting star.

In addition, viewpoints were set up along the tracks, and at one of the viewpoints, the Shinkansen stopped for 10 minutes to put on a live show.

As for the advertising effect, more than 200k tweets generated, more than 900 articles published, and approx. US $5.5 million in advertising benefit.

More than that, it was the hearts of the people living in the Kyushu region that changed.

Seeing the shooting star bullet train made them think of their loved ones, create memories, and have hope for the future. Among the wishes collected was a comment from a six-year-old boy who said, "I want to be a conductor of the Shinkansen. We invited the kid to the departure ceremony and gave him the opportunity to give the signal.