Campaign details
Brand: East Japan Railway CompanyAgency: Dentsu Inc.Country: Japan
Objectives
JR East realized they needed to not just rebuild the damaged railroads, but take a further step and take leadership in restoring the region and bringing people back to Tohoku. As a part of this effort, they decided to launch a communication program inviting people around Japan to visit Tohoku and ride JR East trains around the region. The key challenge was to strategically launch bold creative work that would uplift people while the audience mood was extremely sensitive. And further, to do this...