ADC Awards
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Category
Posters / Traditional - Series
Annual ID
ADC104_BCD006G
Background
As a local newspaper company, THE HOKKOKU SHIMBUN sponsors the Kanazawa High School Sumo Tournament every year. We have also supported the participating athletes through tournament branding such as venue posters.
But in January 2024, a huge M7.6 earthquake occurred in Ishikawa Prefecture, where the event was held. Reconstruction took time, and people were losing their spirits.
Students at participating schools were also affected by the disaster, and the decision to hold the event was at one point called into question.
It was decided to hold the tournament in such a situation.
As a newspaper company that has continued to support the local community, we were looking for something we could do not only for the athletes but also for the local community.
But in January 2024, a huge M7.6 earthquake occurred in Ishikawa Prefecture, where the event was held. Reconstruction took time, and people were losing their spirits.
Students at participating schools were also affected by the disaster, and the decision to hold the event was at one point called into question.
It was decided to hold the tournament in such a situation.
As a newspaper company that has continued to support the local community, we were looking for something we could do not only for the athletes but also for the local community.
Creative Idea
We wanted to encourage local people through the tournament and its communication.
The answer was already there. In the spirit of sumo.
In sumo, which is beloved as Japan's national sport, the most important thing is not skill or power. To hold on and “take a step forward.”
Therefore, we have developed communication for the tournament with the key icon of “one step forward”. The tournament itself was branded as a symbol of “a step toward recovery” for the local community.
The answer was already there. In the spirit of sumo.
In sumo, which is beloved as Japan's national sport, the most important thing is not skill or power. To hold on and “take a step forward.”
Therefore, we have developed communication for the tournament with the key icon of “one step forward”. The tournament itself was branded as a symbol of “a step toward recovery” for the local community.
Insights & Strategy
Many victims remain in evacuation centers even after the earthquake. There, people were excited to watch the local sumo wrestlers perform live on TV. Someone's accomplishments brightened the hearts of many people.
That’s why, we believe that holding the tournament as usual will be a step forward from the disaster, for the players, for the supporters, and for the local community. So we brand the tournament with the symbol of “one step”.
Until now, we have created powerful posters that convey the appeal of sumo as it is. However, this time, we have focused on messages that will encourage everyone who reads it, including local people, to take a “step forward.”
That’s why, we believe that holding the tournament as usual will be a step forward from the disaster, for the players, for the supporters, and for the local community. So we brand the tournament with the symbol of “one step”.
Until now, we have created powerful posters that convey the appeal of sumo as it is. However, this time, we have focused on messages that will encourage everyone who reads it, including local people, to take a “step forward.”
Execution
The poster depicts a time series in which small steps progress and become larger. In the newspaper, the feet were placed boldly and powerfully across the screen to represent the intention of the tournament.
The bold hand-drawn illustrations express the boldness of the players who are moving forward even though they are unfinished. He dared to accept distortions and deformations, and affirmed that any form would be fine, so take a step forward.
The color chosen is blue, which conveys youth, hope for the future, and peace. However, we chose a deep blue color that conveys a strong will.
For posters, instead of coated paper that makes the print look nice, we chose washi paper, which has an inclusiveness that feels gentle to the touch and visually.
The bold hand-drawn illustrations express the boldness of the players who are moving forward even though they are unfinished. He dared to accept distortions and deformations, and affirmed that any form would be fine, so take a step forward.
The color chosen is blue, which conveys youth, hope for the future, and peace. However, we chose a deep blue color that conveys a strong will.
For posters, instead of coated paper that makes the print look nice, we chose washi paper, which has an inclusiveness that feels gentle to the touch and visually.
Results
Approximately 10,000 people watched the tournament. Through the posters installed at the venue and the morning edition of the day (over 310,000 copies), we delivered a message not only to the players but also to the local people.
Players and spectators commented, “We want to show how hard we’re working and fight with the hope that people can feel hope,” and “It made us forget about the earthquake.” The newspaper also received comments from readers such as, “I felt that the message was very powerful and warm and supported our feelings toward recovery.” “I want to move forward one step at a time, just like this picture.” It has arrived.
It was a small but sure step for the local community.
Players and spectators commented, “We want to show how hard we’re working and fight with the hope that people can feel hope,” and “It made us forget about the earthquake.” The newspaper also received comments from readers such as, “I felt that the message was very powerful and warm and supported our feelings toward recovery.” “I want to move forward one step at a time, just like this picture.” It has arrived.
It was a small but sure step for the local community.
2025 Awards
Total Points: 45
Gold Cube
Credits
Agency
Dentsu Inc. / Tokyo
Production Company
SHOEI INC. / Tokyo
Soda! Communications Inc. / Tokyo
Art Director
Satoshi Kohno
Copywriter
Iori Anegawa
Kazuki Sato
Group Creative Director
Iori Anegawa
Director
Chisato Someya
Producer
Kohei Takahashi
Naoshi Isono
Agency Producer
Riku Oya
Account Executive
Yugo Kizukuri
Creative Producer
Koji Abe
Printing Director
Shunichi Yamashita
Production Manager
Honoko Ohara
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