ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Promotional / Digital Communications
Annual ID
ADC101_BCD082M
About the Work
Itoigawa City located in Niigata Prefecture suffered from a population decline since 1955 and was seeking for a tourism strategy. Itoigawa is in the middle of the Japanese archipelago. A tectonic line passes through Itoigawa showing distinct and unique geology on either side of the fault. Today the city is the stone capital of Japan. Although, Itoigawa was recognized as Japan's first UNESCO World Geopark in 2009 for its dazzling geology, the city didn’t have any prominent tourism resources and was pale in comparison to famous neighboring tourist attractions. Thus, Itoigawa decided to launch a city branding strategy by utilizing its unique “stones” of various shapes and colors.
The city conducted a citizen participation type art activity to make, “STONE FACES,” which took place at public facilities, museums, and elementary schools.
Furthermore, it spread this concept on social media to encourage nationwide participation through smartphones. The platform led to spread a nationwide experience of rediscovering the allure of Itoigawa stones through diverse perspectives.
The measures led to the creation of more than 1000 “STONE FACES” nationwide by a variety of people from 3 to 80 years old. The official site went on to gain more than 40 times of accesses compared prior to the measures. The activity was featured on 78 medias and the advertising conversion value was more than 400 million yen. Itoigawa was able to create an original identity as “THE STONE CITY” and evolve to further heights.
The city conducted a citizen participation type art activity to make, “STONE FACES,” which took place at public facilities, museums, and elementary schools.
Furthermore, it spread this concept on social media to encourage nationwide participation through smartphones. The platform led to spread a nationwide experience of rediscovering the allure of Itoigawa stones through diverse perspectives.
The measures led to the creation of more than 1000 “STONE FACES” nationwide by a variety of people from 3 to 80 years old. The official site went on to gain more than 40 times of accesses compared prior to the measures. The activity was featured on 78 medias and the advertising conversion value was more than 400 million yen. Itoigawa was able to create an original identity as “THE STONE CITY” and evolve to further heights.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Dentsu Inc. / Tokyo
Production Company
P.I.C.S. Co., Ltd. / Tokyo
Plug Ltd. / Tokyo
Art Director
Aya Yagi
Copywriter
Ikumi Tonosaki
Group Creative Director
Hiroyasu Wakabayashi
Designer
Kai Kawanishi
Yiwen Kao
Director
Kazuki Takahashi
Music Supervisor
Setsu and Nagisa Fukushima
Photographer
Fumihito Katamura
Producer
Nobu Miyazaki
Ryo Ikeda
Account Executive
Takahiro Ishijima
Artwork
tupera tupera
Offline Editor
Yuma Matsuoka
Photo Producer
Yusuke Shimura
Production Manager
Seika Nagai
Yuri Takizawa
Retouch
Takeshi Fukunaga
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