The One Show
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Category
Posters / Series
Annual ID
OS24_DE006G
About the Work
In Japan, there is one high school baseball championship considered even more exciting than professional baseball. It involves 49 winning teams from 49 districts—the result of competitions among 3,486 teams nationwide. Excitement and emotions escalate annually as they represent their hometown; the stress is palpable. Pressure from not only classmates, but from fans all over Japan, is intense. Yet these athletes are only high school students, and many of them are seniors who will undoubtedly retire from baseball if their team loses. The challenge was to create an atmosphere of friendly support, rather than undue pressure, at the stadium during the championship, allowing the players to do their best within these intensely sensitive circumstances.
We created posters using the “sacred dirt” from the stadium where the championship takes place. The posters were placed at the stadium’s closest station used by athletes and spectators on their way to the games. It is customary for athletes to take home a bit of tear- and sweat-soaked dirt as proof of their effort, explaining why posters created from that soil pull the heartstrings of both players and fans. Posters incorporating the dirt embody 105 years of history—tears of defeat and the sweat of hard work. They cheer on the athletes and remind the 600,000+ spectators of their supporting role.
We created posters using the “sacred dirt” from the stadium where the championship takes place. The posters were placed at the stadium’s closest station used by athletes and spectators on their way to the games. It is customary for athletes to take home a bit of tear- and sweat-soaked dirt as proof of their effort, explaining why posters created from that soil pull the heartstrings of both players and fans. Posters incorporating the dirt embody 105 years of history—tears of defeat and the sweat of hard work. They cheer on the athletes and remind the 600,000+ spectators of their supporting role.
2024 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Dentsu Inc. / Tokyo
Production Company
WOIL inc. / Tokyo
Art Director
Kazunori Kawagoshi
Copywriter
Shimpei Mizumoto
Creative Director
Sayaka Arimoto
Freelancer
- / Tokyo
Illustrator
Natsumi Urano
Photographer
Makoto HORIUCHI
Producer
Hayato Satomi
Daichi Hamaguchi
Art Designer
Shu Nakama
Creative Producer
Hinako Kayama
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