The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Driving Sun — Rally Japan 2023
Agency Dentsu Inc. / Tokyo + ADBRAIN INC. / Tokyo + VONS pictures, Inc. / Tokyo + SHINDII, LLC. / Tokyo
Category
Posters / Series
Annual ID
OS24_DE039B
About the Work
In 2023, a World Rally Championship (WRC) tournament was held in Japan. Our challenge was to spread the news that this world's major sports event had come to Japan, and to convey the appeal of rally to a new audience.
Japan historically has been called the "land of the rising sun," and its national flag represents a symbol of the rising sun. Based on this cultural background, the key motif of our design developed for the RALLY JAPAN 2023 is a “driving sun”. It represents the passionate spirit of the best rally drivers from all over the world competing against each other, aiming for the top of the world, in Japan.
We created the different patterns of illustrations of rising sun burning while driving forward. They are the symbols of the spirits of rally drivers who run toward the goal with passion and enthusiasm. The composition of each illustration is synchronized with the photography of rally cars. The illustration combines the traditional Japanese way of depicting flames and the strength of rally cars driven with modern technology, creating dynamic impression with the nuance of Japanese art.
The visuals we developed were used not only in advertisements, but also in venue decorations and promotional tools. The number of spectators during the rally was approximately six times that of last year, and this creative work made a significant contribution to attracting new fans.
Japan historically has been called the "land of the rising sun," and its national flag represents a symbol of the rising sun. Based on this cultural background, the key motif of our design developed for the RALLY JAPAN 2023 is a “driving sun”. It represents the passionate spirit of the best rally drivers from all over the world competing against each other, aiming for the top of the world, in Japan.
We created the different patterns of illustrations of rising sun burning while driving forward. They are the symbols of the spirits of rally drivers who run toward the goal with passion and enthusiasm. The composition of each illustration is synchronized with the photography of rally cars. The illustration combines the traditional Japanese way of depicting flames and the strength of rally cars driven with modern technology, creating dynamic impression with the nuance of Japanese art.
The visuals we developed were used not only in advertisements, but also in venue decorations and promotional tools. The number of spectators during the rally was approximately six times that of last year, and this creative work made a significant contribution to attracting new fans.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Dentsu Inc. / Tokyo
Production Company
ADBRAIN Inc. / TOKYO
VONS Pictures, Inc. / Tokyo
SHINDII, LLC. / Tokyo
Art Director
Masahiro Eguchi
Copywriter
Nagisa Haruta
Creative Director
Kazuhiro Shimura
Photo Editor
Eika Hamanaka
Account Executive
Rintaro Washio
Planner
Ryo Seki
Related Awards
