Aomori city, located in the northern Tohoku area of Japan, is very well known for its fishing industry. The previous Japanese Women’s National Curling Olympic Team, based in Aomori, had made a request to refurbish their team uniform.

We had managed to get the of Aomori to share their feelings regarding victory, by having the Tairyo-Bata( the message of the victory) as their concept in order to get back their pride as well as the vibrant spirit of Aomori, which had suffered from a lifetime of disaster. This whole movement had led 1.36m people in Aomori in uniting as a team.

TAIRYO-BATA, the 'message of victory’ is and the pride of Aomori, the town of fishing industries. Using the concept of TAIRYO-BATA, we thought of creating designs that will generate a feeling of unity amongst the 1.36m people of Aomori, in order for people in the town, who have suffered from a lifetime of setbacks, to regain their pride and the vibrancy of the town back.

People heard about the TAIRYO BATA campaign successfully through the mass media along with the outdoor media and the activities and gathered around to purchase cheering items such as flags and gloves.