{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"BREAKTHROUGH IN SPORTS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"TBWA\\HAKUHODO INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"CHEER SIGNS","is_link":false},{"keyword":"BRAND","content":"TOKYO METROPOLITAN GOVERNMENT","is_link":false},{"keyword":"ADVERTISER","content":"TOKYO METROPOLITAN GOVERNMENT","is_link":false},{"keyword":"AGENCY","content":"TBWA\\HAKUHODO INC., TOKYO\/\r\nNHK GLOBAL MEDIA SERVICES, INC., TOKYO","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"TAKAHIRO HOSODA","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"SUGURU KATO","is_link":false},{"keyword":"ART DIRECTOR","content":"KATSUYA ARAI","is_link":false},{"keyword":"COPYWRITER","content":"KEI HIRASA","is_link":false},{"keyword":"AGENCY PRODUCER","content":"SHUN SASAKI\/WATARU ITO\/YOSHI ISOHATA\/KAZUMA UEDA\/MITSUHIRO NISHIMURA\/RYUNOSUKE UMEDA\/KANAE IMAZU","is_link":false},{"keyword":"HEAD OF PRODUCTION","content":"HIROTAKA FUKATSU ","is_link":false},{"keyword":"MOTION DESIGNER","content":"KIYOTAKA SUMIYOSHI","is_link":false},{"keyword":"PHOTOGRAPHER","content":"CHINAMI UEMATSU","is_link":false},{"keyword":"EDITOR","content":"NOBUO MITA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"RYUSUKE TAIRA","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"MIN LIU","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"ATSUSHI KIKKAWA","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"TAKANORI AKAHOSHI","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"YUNA MOGI","is_link":false},{"keyword":"PLANNER","content":"NATSUMI WADA\/ERI MAKIHARA\/SHOGO NISHIWAKI\/SHIORI SAITO\/MIO KAKIUCHI\/MASAKAZU KOBAYASHI\/\r\nTAKASHI SHOZAKI\/HIROE OHASHI\/YASUTO OKUMURA\/ERI NASU\/MAKI YAMADA\/SOU SATO\/MIO NAKATA\/YUMI HASEYAMA\/\r\nKODAI HAYASHI\/KENJI JINPACHI","is_link":false},{"keyword":"PR AGENCY","content":"MATERIAL INC., TOKYO","is_link":false},{"keyword":"PR DIRECTOR","content":"HARUKI MACHIYAMA","is_link":false},{"keyword":"PR PRODUCER","content":"KENTA YAMAGUCHI","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"AOI PRO. INC., TOKYO\/HAKUHODO PRODUCT'S INC., TOKYO","is_link":false},{"keyword":"DIRECTOR","content":"NOBUYUKI YAMATSU","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"JUN ISHIZAKI","is_link":false},{"keyword":"FILM PRODUCER","content":"MINORI NAGAI","is_link":false},{"keyword":"ASSOCIATE PRODUCER","content":"HAYATO NAKAYAMA","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"SHUN TANAKA","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"REDHILL INC., TOKYO","is_link":false},{"keyword":"EDITOR","content":"KENTO SHIGENOBU","is_link":false},{"keyword":"MIXER","content":"SATOSHI NISHIOKA","is_link":false},{"keyword":"VISUAL EFFECTS","content":"YASUHIRO SATO","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"BLACK CAT WHITE CAT, TOKYO","is_link":false},{"keyword":"MUSIC DIRECTOR","content":"ERIK REIFF","is_link":false},{"keyword":"MUSIC COMPOSER","content":"RYU ISHIZAWA","is_link":false},{"keyword":"PRINT PRODUCTION COMPANY","content":"AMANA INC., TOKYO","is_link":false},{"keyword":"PHOTOGRAPHER","content":"SOGEN TAKAHASHI","is_link":false},{"keyword":"RETOUCHER","content":"EMI TORIUMI","is_link":false},{"keyword":"PRINT PRODUCER","content":"MAYU TEZUKA\/RYOTA KAJIHARA","is_link":false},{"keyword":"ASSOCIATE PRODUCER","content":"KOTA TAKAO\/JURI TAKAHASHI","is_link":false},{"keyword":"CAMERA","content":"SONNZINN","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"“Cheer Signs” is a physical language of cheering developed for Deaf athletes.\r\n<br>It challenges the long-standing assumption that cheering must rely on sound,\r\n<br>and makes it possible for anyone to deliver encouragement visually—allowing it to reach Deaf athletes too.\r\n<br>For the first time in the world of sport, a form of cheering based on sign language is born.\r\n<br>\r\n<br>For Tokyo, host city of 100th anniversary Deaflympics, Cheer Signs is a showcase of their firm commitment to building a society of inclusion. \r\n<br>\r\n<br>Cheer Signs was co-created by Deaf and hearing people working as one team. Based on the universal sign language for applause,\r\n<br>each movement was carefully designed to carry specific messages of encouragement to Deaf athletes—expressed through rhythm, arm motion, and visual cadence.\r\n<br>\r\n<br>Through a nearly two year period, Cheer Signs was tested and refined through practice matches,\r\n<br>educational digital content and outreach programs that engaged local communities across Japan.\r\n<br>Through this process, Cheer Signs expanded nationwide as both a new method of cheering and a new shared language.\r\n<br>\r\n<br>Cheer Signs spread across fans spontaneously during the Deaflympics, filling every venue and becoming a powerful movement.\r\n<br>Even members of the Japanese Imperial Family—including the Emperor and Princess—sent Cheer Signs to the athletes.\r\n<br>\r\n<br>This unprecedented support contributed to historic outcomes: the Games recorded the highest attendance in their 100-year history,\r\n<br>numerous world records were set, and the Japanese team achieved its best-ever result with 51 medals.\r\n<br>\r\n<br>Beyond the Games, Cheer Signs has been adopted into school education and has come to symbolize an inclusive society itself.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"For the first time in sport history, cheering became a sign language.\r\n<br> \r\n<br>Applause, cheers, and chants—cheering in sports has long been solely for those who can hear.\r\n<br>Even within Deaf sports, cheering has relied on sound despite the Deaflympics being a Century old.\r\n<br>The reason was simple: there’s never been a sign language created for cheering.\r\n<br>As a result, fan support couldn’t reach Deaf athletes, while hearing spectators were left unsure how to express their support.\r\n<br>A deep divide existed between the Deaf and hearing.\r\n<br> \r\n<br>In 2025, as the host city of the Deaflympics’100th anniversary, Tokyo asked a question:\r\n<br>Could these Games become the bridge to cross that divide?\r\n<br> \r\n<br>This question led to the creation of Cheer Signs, a physical language of cheering.\r\n<br>Built on universal sign language, Cheer Signs enables anyone to visually deliver encouragement directly to Deaf athletes.\r\n<br> \r\n<br>Cheer Signs consists of multiple movements that adapt to different sports and situations, incorporating Deaf-specific rhythm.\r\n<br>Each movement carries distinct messages like “GO!” or “GRAB THAT MEDAL.” \r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"“I appreciate the cheering, but I can’t hear it.”\r\n<br>This project began with this insight shared by Deaf athletes, challenging long-held conventions about cheering.\r\n<br>\r\n<br>Although inclusivity is espoused, minorities still remain on the sidelines. \r\n<br>In Japan, there have been numerous cases where projects created for the Deaf were developed without their input, drawing widespread criticism. \r\n<br>\r\n<br>This reality made one thing clear: true inclusion begins with who is at the table.\r\n<br>Building the right project team became essential. Not only the hearing-abled, but Deaf athletes, Deaf creators,\r\n<br>students from Deaf schools, CODAs, and sign language artists all came together. With Deaf people at the center,\r\n<br>the team spent two years testing, refining, and spreading new forms of cheering through hands-on demonstrations and grassroots outreach.\r\n<br>\r\n<br>Fueled by the passion of the Deaf community and an openness that made participation easy for hearing people,\r\n<br>the project became a catalyst for understanding. This energy spread to local communities, more than 200 elementary schools,\r\n<br>celebrities, and the media—resonating with both Deaf and hearing audiences and ultimately igniting a nationwide movement across Japan.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"Toward the Deaflympics in November 2025, the project executed grassroots experiences\r\n<br>that fostered positive public sentiment and encouraged participation from both Deaf and hearing communities.\r\n<br> \r\n<br>February–July 2024 | Development\r\n<br>Led by Deaf participants, we designed movements and messages to ensuring clear visibility for Deaf athletes.\r\n<br> \r\n<br>November 2024–February 2025 | Testing at Deaf Sports Events\r\n<br>Cheer Signs was tested at Deaf athletics and volleyball events, with local communities helping refine timing and usability.\r\n<br> \r\n<br>April 2025 | Cheering Squad Debut\r\n<br>A large-scale cheering squad was formed for the first time at a Deaf football match held at Tokyo’s National Stadium, drawing football fans and media attention.\r\n<br>\r\n<br>May–July 2025 | Training and Education\r\n<br>Elementary school programs and training camps expanded participation nationwide as refinements continued.\r\n<br> \r\n<br>August 2025 | 100 Days to Go\r\n<br>Choreography videos and a concept film were released online, enabling anyone to practice Cheer Signs.\r\n<br>The film’s music was composed to follow Deaf-specific rhythms, emphasizing low-frequency vibrations.\r\n<br>Cheering uniforms featuring turquoise blue—the symbolic color of global Deaf culture—were also introduced.\r\n<br> \r\n<br>September–November 2025 | Nationwide Movement\r\n<br>Cheer Signs spread organically through government, sponsors, and celebrities, filling venues and growing into a nationwide movement. \r\n<br>","is_link":false},{"keyword":"RESULT","content":"Cheer Signs became more than a form of cheering—it evolved into a symbol of an inclusive society that connects the Deaf and hearing beyond the boundaries of sport.\r\n<br>During the Deaflympics, Cheer Signs spread spontaneously across entire venues. \r\n<br>Even members of the Japanese Imperial Family, including the Emperor and Princess, joined in sending Cheer Signs.\r\n<br>This support became a catalyst for historic results: the Games recorded the highest attendance in their 100-year history, reaching 280,000 spectators.\r\n<br>Empowered by this new form of cheering, athletes achieved a record-breaking 62 new world records,\r\n<br>while the Japanese team won its highest-ever total of 51 medals. Cheer Signs generated widespread attention, with more than 1,600 news reports across Japan.\r\n<br> \r\n<br>Deaf athletes from around the world expressed their support for the initiative.\r\n<br>Gold medalist Maki Yamada (Japan) said, “I felt a power I had never experienced before.”\r\n<br>Gold medalist Charlotte Gower (Great Britain) shared, “I felt really supported by everyone.”\r\n<br>Bronze medalist Stupans Rudolfs (Sweden) noted, “This visual cheering reaches us directly. I believe this form of support will spread around the world.”\r\n<br> \r\n<br>The impact extended into education, with Cheer Signs adopted by more than 200 elementary schools as a tool for teaching inclusion.\r\n<br>","is_link":false}],"files2":[{"name":"","type":"pdf"}],"count":1}