My Japan Railway
Award: Black Pencil
Black Pencil / Art Direction / Integrated / 2024
Award: Yellow Pencil
Yellow Pencil / Illustration / Integrated
Award: Graphite Pencil
Graphite Pencil / Art Direction / Direct
Award: Graphite Pencil
Graphite Pencil / Branding / Digital
Award: Wood Pencil
Wood Pencil / Digital Design / Digital Experiences
Award: Wood Pencil
Wood Pencil / Graphic Design / Integrated
Award: Shortlist
Shortlist / Typography / Integrated
Award: Shortlist
Shortlist / Digital & Social / Physical & Digital
Award: Shortlist
Shortlist / Graphic Design / Websites & Apps
Japan Railway is well known for its practical convenience and on-time record, but our campaign enabled people to view the company in a more personal context. Using an interactive web app that was specifically designed for rail users, we created a pathway for people to engage in a conversation with the brand.
This effectively turned everyday commuting into a brand experience, changing the way people felt about the company. Besides,it encouraged them to travel by rail to more distant destinations, and gave them an outlet for their creativity as they visited scenic attractions throughout Japan.
What did the judges have to say?
It was simply a beautifully crafted piece of design. The thoughtfulness and care that went into creating the stamps was breathtaking, I wanted to collect them. The interface of the app experience was elegant and whilst the idea of taking something offline and making it digital isn't innovative, they made it utterly magical. It made me want to ride the railways and collect them. A moving piece.
Helen Fuchs, Exec Director, Design, ustwo
The overall project is absolutely beautiful: very well-executed, works on different levels and well-thought-of in its different categories from illustrations to typography and layout and technique. We did not take it through as typography was not the main visual element in that project, even though I tried to push for it. It stuck in my head from the first time i saw it during online judging.
Ranim Al Halaky, Graphic Designer and visual artist, Independent Freelancer
Everything is well-executed and original. Simple, efficient and on purpose, it's a real project that people in Japan can love and use everyday.
Jenna Haugmard, Art Director, DDB PARIS
Part information, part inspiration, beautiful to look at.
Brian Webb, Designer, Webb & Webb Design
The My Japan Railway campaign involved creating stamps for every railway station across the country. People started collecting the stamps, and in the process reconnected with the railway and the destinations. It’s beautifully executed in terms of craft and art direction, and it's a powerful idea which is related to Japanese daily travel and life. The level of craft, integration and cultural impact of this campaign is very different.
Shailesh Khandeparkar, Executive creative director, FCB Ulka
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