The One Show
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Category
Craft / Art Direction
Annual ID
OS23_DE013G
About the Work
The Kanazawa High School Sumo Tournament is the oldest high school sports tournament in Japan. It is a famous tournament in Kanazawa, the hometown of strong schools from all over Japan.
The tournament was affected by COVID-19 and was cancelled in 2020 and held without spectators in 2021, but was finally able to be held normally in 2022. However, the third-year students, for whom this year will be their last competition, are of a generation that has experienced a non-traditional school life since they first entered the school. They have tackled school events as well as club activities through trial and error amidst voluntary restraints on practice and staying at home. On the other hand, the audience did not know their specific lives and hardships, so communication was required differently than in previous years.
We actually interviewed three Kanazawa high schools. We made a "long, dark tunnel" visual of their "three years of hardship" of the Covid-19 Disaster, which cannot be seen only in the games. We defined the exit as a tournament, and incorporated the players' steps toward the light into three different visuals in chronological order.
The light is represented by a gradation of colors interwoven with powerful colors that are not only refreshing, but also convey the passion of the athletes. And we used coarse brushstrokes to depict the roughness of the players. Instead of the bright, flashy tones that are common at sporting events, the design quietly conveys the strength of the students precisely because of the darkness.
As a result, the convention hall was almost full. A total of 8,000 spectators attended. After a two-year blank as an audience-attended tournament, the local tournament was able to regain the vitality it had before Corona.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Dentsu Inc. / Tokyo
Production Company
Tone Up Corp. / Tokyo
Art Director
Satoshi Kohno
Copywriter
Iori Anegawa
Kazuki Sato
Creative Director
Iori Anegawa
Planner
Tatsuhiro Nagashima
Account Producer
Ryoma Oshida
Yugo Kizukuri
Creative Producer
Koji Abe
Printing Director
Kenji Tamura
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