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.

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.

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 Bullet Train" 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.

First, in January, we solicited "wishes" on youtube and on the company website. This was to be posted on the body of the Shinkansen. Then, on the day of the event, 14th March, the moving lights used for the concert were loaded on the Shinkansen running that day. Observation points were set up at three locations along the line, and residents and children were invited. We filmed people waving and expressing themselves as the Shinkansen passed by near each station, and later made a video.

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.