Live/relaying broadcasts and conventional ways of advertising were not effective enough to communicate the true attractiveness of horse-racing.

We set up a gigantic digital signage (size: 14m width and 2m height) at the concourse of Shinjuku station on Marunouchi Line. In addition to this gigantic digital signage, the artificial grass and advertising pillars designed like distance poles were installed to reproduce a race track. The whole visual experience evolved around racing horses running with blistering speed that had a powerful impact on the audience.

While this implementation was widely diffused by media and on SNS, 117,776 people visited The Japan Cup (one of the prestigious horse races in Japan) this year, which was a great success achieving 113.4% increase in the year-on-year comparison.

The gigantic digital signage (size: 14m width and 2m height) at the concourse of Shinjuku station on Marunouchi Line, where racehorses ran through the horizontally-long rectangular space. Our focus was to appeal attractiveness of horse-racing taking advantage of impactful visual expression.