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2018 ADC Awards - Advertising

SUMOGIRLS 82 TECHNIQUES

Agency Dentsu inc. / Tokyo + Amana inc. / Tokyo + Taki Corporation / Tokyo

Client Hokkoku Shimbun, Inc.
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Annual ID

ADC_ADV18010G

About the Work

The High School Sumo Kanazawa Tournament is a traditional sumo event that has a long history of more than 100 years. We aimed to show sumo as an attractive sport to the young generation. Based on the thinking that “people enjoy sports more when they know the rules,” we demonstrated 82 wrestling techniques called 82 té. By using high school girls in the demonstrations, we revamped the current masculine and violent image and appealed to the audience with cool visuals. The accuracy and beauty of the 82 techniques were highly regarded when the film was shot -- as a result it also became a valuable reference material. This idea attracted much attention around the world, and the images spread immediately to more than 250 web media shortly after release. Furthermore, the story was featured on 7 TV programs and appeared on a number of other media.