Industry Craft > Art Direction

REACH FOR THE SUMMIT - C

DENTSU INC., Tokyo / KANAZAWA HIGH SCHOOL SUMO TOURNAMENT / 2024

Awards:

Silver Cannes Lions
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Supporting Images
Supporting Images
Supporting Images

Overview

Credits

Overview

Why is this work relevant for Industry Craft?

Reasons why this piece is suitable for the Industry Craft category:

1. Simple yet bold visual ideas and art direction.

2. Photographic and retouching techniques that bring these ideas to life.

3. Printing techniques that give substance and weight to the material.

We believe it is suitable due to the combination of these three factors.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

The Kanazawa High School Sumo Tournament is one of four national tournaments held annually. Among them, this tournament is also the oldest amateur sports event in Japan, celebrating its 107th edition this year. Kanazawa, the host city, boasts a strong lineup of sumo powerhouse schools, making it the highlight of the national tournaments. Therefore, it serves as the ultimate stage for high school sumo wrestlers from across Japan to aspire to.

Background:

This year marked the first in-person event in four years, navigating the challenges of the COVID-19 pandemic and coinciding with renovations to the sumo arena.

In an era where online streaming has become the norm for all forms of spectating and theatrical events, it was crucial to reiterate to the local residents, who had distanced themselves due to the pandemic, the unique thrill of witnessing the grand battles the athletes unfold on-site.

For a local event in rural Japan, the budget is $13,000. With a limited budget, impactful strategies were sought after.

Translation. Provide a full English translation of any text.

1. The enthusiastic cheers revealing the highlight match of the day are still beyond the capabilities of the broadcast microphone to capture.

2. While we've become capable of doing almost everything remotely, the overwhelming experience of being there in person remains unmatched.

3. The long-awaited resumption of raising your voice outdoors, particularly when it's a cheer supporting someone, is a refreshing restart.

4. No pause button, no double speed. Because it can't be easily consumed, it becomes a memory that lingers in the heart.

5. It takes your breath away. Your eyes stay glued. The dohyo, much farther in reality than on a smartphone screen, somehow feels close to the heart.

Tell the jury about the art direction.

Sumo, a sport where matches are decided in mere seconds.

Yet within those few seconds, the year-long efforts of the athletes are condensed and packed.

Their massive bodies, imbued with strength and dignity, are forged through grueling training sessions that make them cough up blood every day.

We deliberately excluded dynamism and chose to capture the silence of the momentary battle.

This silence evokes overwhelming power, presence, and the weight of time.

And since this tournament is also the ultimate showdown to determine the best in Japan, we liken the two competing wrestlers to "majestic mountains."

The swirling dust in the black and white photographs references mist-covered high mountains and landscape paintings, adding tension to the summit battle. Low-angle close-ups recreate the presence felt only by on-site spectators, echoing the mountains' grandeur.

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