A collage of photos of staffs across the country, shopfront snapshots and images of goods creates a single picture of two hands symbolizing “reuse relay.”

By getting rid of lengthy explanations and just adding a simple copy, the advertisement aimed to directly deliver the message of the visual image and leave the rest to the viewers’ imagination.

The use of photo-mosaic technique had the effect of drawing people’s eyes and engaging their interest in the advertisement. Also, all the photos used to construct the design are actually taken in shops and facilities across Japan to convey the sense of reality and warmth.

The advertisement successfully improved the company’s inner brand image and increased sales by 1.7% compared to the previous year, contributing to a significant business growth.

An abandoned thing is passed on to someone who needs it through reuse, whereby recreating its value as a thing. By visualizing “reuse relay” as a keyword describing the act of passing on the value of a thing from a person to another, the advertisement aimed to wipe out the negative connotation of “secondhand goods” and encouraged people to rediscover the value of “reuse.” At the same time, it attempted to take the opportunity of the company’s 70th anniversary to boost the motivation of each staff member and corporate morale as a whole.