{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"DIVERSITY & INCLUSION IN ENTERTAINMENT","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, and makes it possible for anyone to deliver encouragement visually\r\n<br>—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, educational digital content and outreach programs that engaged local communities across Japan. 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. Built on universal sign language,\r\n<br>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, students from Deaf schools,\r\n<br>CODAs, and sign language artists all came together. With Deaf people at the center, the team spent two years testing, refining,\r\n<br>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, the project became a catalyst for understanding.\r\n<br>This energy spread to local communities, more than 200 elementary schools, 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 that fostered positive public sentiment\r\n<br>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. The film’s music was\r\n<br>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>\r\n<br>Empowered by this new form of cheering, athletes achieved a record-breaking 62 new world records, while the Japanese team won its highest-ever total of 51 medals.\r\n<br>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}