11 y 12 de marzo de este año se celebró la premiación más grande, a nivel mundial, de creatividad del año 2010.
And The Grand CUP goes to… Yubari City Project, Beacon Communications Leo Burnett, Japan
The 2 day Intercontinental Advertising CUP summit ended tonight with the award ceremony and gala dinner. Winners of The CUP trophies and The Grand CUP were reviled during this gala event followed by an evening of celebration.
The jury that worked for 4 days had a hard job choosing 145 nominees, among them granting 27 small CUPs and one Grand CUP. The Grand CUP went to Yubari City Project 2009, Beacon Communications Leo Burnett, Japan.
The jury that worked for 4 days had a hard job choosing 145 nominees, among them granting 27 small CUPs and one Grand CUP. The Grand CUP went to Yubari City Project 2009, Beacon Communications Leo Burnett, Japan.
10 CUPs went to works entered through ADFEST, 8 to works entered through ADC*E, 6 to works entered through FIAP and 3 to works entered through Golden Drum.
The grand CUP:
TITLE // YUBARI CITY PROJECT 2009
AGENCY: BEACON COMMUNICATIONS LEO BURNETT
COUNTRY: JAPAN
PRODUCT: YUBARI CITY
CLIENT: YUBARI CITY
EXECUTIVE CD: RICHARD IRVINE/MITSUSHI ABE
CD: MASATO MITSUDERA
COPYWRITTER: MASATO MITSUDERA
ART DIRECTOR: NAOKI NISHIMURA
The Yubari city use to be known by its coal mining. After most of the mines closed down, to compensate Yubari shifted its focus to tourism. Sadly all the newly constructed tourist attractions failed too. Resident began to leave, population shrank and the city declared bankruptcy. To find ideas to save the city a brief was sent to Beacon Communications Japan. After some research the agency came to some stunning discoveries. Yubari was the city with the lowest divorce rates in Japan.
Solution:
The agency came to an idea – a city with “No money but love”. They created an icon for the city “Yubari-Fusai”, a double character that plays on the word “Fusai” that in Japanese means both debt and spouse. The mayor proudly declared that Yubari was the city of happily married couples and official happily married certificates were issued to both locals and visitors. Newlyweds from all over the country came to the city to bless their union.
The whole city mobilized behind the idea and soon the city was full with Yubari-Fusai branded confectionary, beer, complication CDs, toys…The amount of free PR generated by this efforts exceeded all expectations. The icon became talk of the town, the country and the TV viewers. The number of visitors of Yubari has increased 10 % year on year and over 31 million $ generated toward alleviating the debt.
“No money but love”.With the power of love and the strength of a powerful human centered idea Yubari city is making a positive stand forward to its full recovery. The people of Yubari can once again take pride in their city.
The grand CUP:
TITLE // YUBARI CITY PROJECT 2009
AGENCY: BEACON COMMUNICATIONS LEO BURNETT
COUNTRY: JAPAN
PRODUCT: YUBARI CITY
CLIENT: YUBARI CITY
EXECUTIVE CD: RICHARD IRVINE/MITSUSHI ABE
CD: MASATO MITSUDERA
COPYWRITTER: MASATO MITSUDERA
ART DIRECTOR: NAOKI NISHIMURA
The Yubari city use to be known by its coal mining. After most of the mines closed down, to compensate Yubari shifted its focus to tourism. Sadly all the newly constructed tourist attractions failed too. Resident began to leave, population shrank and the city declared bankruptcy. To find ideas to save the city a brief was sent to Beacon Communications Japan. After some research the agency came to some stunning discoveries. Yubari was the city with the lowest divorce rates in Japan.
Solution:
The agency came to an idea – a city with “No money but love”. They created an icon for the city “Yubari-Fusai”, a double character that plays on the word “Fusai” that in Japanese means both debt and spouse. The mayor proudly declared that Yubari was the city of happily married couples and official happily married certificates were issued to both locals and visitors. Newlyweds from all over the country came to the city to bless their union.
The whole city mobilized behind the idea and soon the city was full with Yubari-Fusai branded confectionary, beer, complication CDs, toys…The amount of free PR generated by this efforts exceeded all expectations. The icon became talk of the town, the country and the TV viewers. The number of visitors of Yubari has increased 10 % year on year and over 31 million $ generated toward alleviating the debt.
“No money but love”.With the power of love and the strength of a powerful human centered idea Yubari city is making a positive stand forward to its full recovery. The people of Yubari can once again take pride in their city.
