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
Category
Craft / Art Direction
Annual ID
OS24_PT009G
About the Work
Railways are so integral to life in Japan they are often taken for granted. Our campaign was designed to address that issue by connecting people to the railway and its infrastructure at a personal level.
We began by searching historical archives and social media for stories about train stations throughout Japan. Based on our research, we created woodcut-style stamps for each station and an interactive web app for collecting the stamps on a smartphone. In addition, we made a special book, posters, billboards, promotional items and more. Our designs have a warm, handcrafted, traditional Japanese woodblock printing look using only six Japan Railway Signature Colors.
This encouraged people to visit more stations and discover new sights, turned everyday commuting into an adventure, and gave stamp collectors a sense of shared experience. Even more importantly, it made people think about trains in a new way, and started a dialogue with the brand that is helping to shape the railways of tomorrow.
We began by searching historical archives and social media for stories about train stations throughout Japan. Based on our research, we created woodcut-style stamps for each station and an interactive web app for collecting the stamps on a smartphone. In addition, we made a special book, posters, billboards, promotional items and more. Our designs have a warm, handcrafted, traditional Japanese woodblock printing look using only six Japan Railway Signature Colors.
This encouraged people to visit more stations and discover new sights, turned everyday commuting into an adventure, and gave stamp collectors a sense of shared experience. Even more importantly, it made people think about trains in a new way, and started a dialogue with the brand that is helping to shape the railways of tomorrow.
2024 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Dentsu Inc. / Tokyo
PR / Marketing Agency
PR Consulting Dentsu Inc. / Tokyo
Agency In-House Production Company
CREATIVE POWER UNIT / Tokyo
Dentsu Creative Cube Inc. / Tokyo
Dentsu Live Inc. / Tokyo
Production Company
1-10 Inc. / Kyoto
ADBRAIN Inc. / TOKYO
Copywriter
Mariko Fukuoka
Mina Sugioka
Creative Director
Yoshihiro Yagi
Designer
Masashi Fujita
Masashi Mishima
Daisuke Katayama
Haruko Nakatani
Hiroyuki Tsuji
Hisato Takagi
Masaki Idera
Ryosuke Murai
Takamasa Miyagawa
Tomoaki Terai
Tatsushi Nagae
Ryohei Wada
Ryoma Inoue
Shuka Miyata
Director
Takuya Demura
Executive Creative Director
Takuma Takasaki
Producer
Hirotaka Ito
Masahiro Oyamada
Nanami Izuka
Shohei Nakajima
Tomoki Mizutani
Tomoko Yokota
Yumi Kofune
Yuu Nishimuta
Account Executive
Mami Umezawa
Naoto Ikegami
Jun Maeda
Backend Engineer
Shunsuke Kotani
Creative Producer
Akiko Seino
Front Engineer
Nana Nakamura
Music
Toru Sasaki
PR Director
Yohei Nemoto
PR Planner
Nako Morimitsu
Yamato Tsuruoka
PR Producer
Sachiko Omori
Production Manager
Miyu Yagi
Project Manager
Joji Gamo
Technical Director
Yoshihito Fujiwara
Related Awards
