{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF PRINT & CONVENTIONAL OUTDOOR","is_link":false},{"keyword":"ENTRANT COMPANY","content":"HAKUHODO INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"THE SYNC AD","is_link":false},{"keyword":"BRAND","content":"TOKUCHA","is_link":false},{"keyword":"ADVERTISER","content":"SUNTORY HOLDINGS","is_link":false},{"keyword":"AGENCY","content":"HAKUHODO INC., TOKYO\/\nTBWA\\HAKUHODO INC., TOKYO\/\nHAKUHODO KETTLE INC., TOKYO\/\nSIGNING LTD., TOKYO\/\nSUNTORY BEVERAGE & FOOD., TOKYO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"TAKUMI ANHELO SEKIYA\/TARO TANIWAKI","is_link":false},{"keyword":"ART DIRECTOR","content":"KOICHI KOSUGI","is_link":false},{"keyword":"COPYWRITER","content":"TARO TANIWAKI\/GAKU ADACHI\/SHUTO AYABE\/TOMOHIRO RYO","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"HIROTAKA FUKATSU","is_link":false},{"keyword":"CREATIVE PRODUCER","content":"MASAAKI ITO","is_link":false},{"keyword":"DESIGNER","content":"SEISUKE AOYAMA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"JUNICHI TANAKA\/SHIORI YAMAGA\/SHOTARO SUGIYAMA","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"SAAYA NISHI","is_link":false},{"keyword":"MEDIA AGENCY","content":"HAKUHODO DY MEDIA PARTNERS INC., TOKYO","is_link":false},{"keyword":"PR AGENCY","content":"TBWA\\HAKUHODO INC., TOKYO","is_link":false},{"keyword":"PR DIRECTOR","content":"TAKUMI ANHELO SEKIYA","is_link":false},{"keyword":"SOCIAL MEDIA MANAGER","content":"TAKUMI ANHELO SEKIYA","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"TBWA HAKUHODO INC. DISCO, TOKYO\/ELLROY INC., TOKYO","is_link":false},{"keyword":"DIRECTOR","content":"WATARU MIZUTANI","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"HIROTAKA FUKATSU","is_link":false},{"keyword":"FILM PRODUCER","content":"RYOHEI ITO","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"MUTSUTO SAEKI","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"TBWA HAKUHODO INC. DISCO, TOKYO","is_link":false},{"keyword":"EDITOR","content":"NOBUO MITA\/SHIMON NAGAIKE\/NOBUO KOJIMA","is_link":false},{"keyword":"PRINT PRODUCTION COMPANY","content":"WITCRAFT, TOKYO","is_link":false},{"keyword":"PHOTOGRAPHER","content":"RUI OZAWA","is_link":false},{"keyword":"PRINT PRODUCER","content":"KOTA MIGURO\/KAZUNARI KOHDA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Tokucha is a FOSHU (Food for Specified Health Uses) beverage in Japan, grounded in highly precise research data. As Japan is a country where people are obsessed with precision, we decided to highlight the precision of the data. So we put the data directly on the packaging itself, and even made the advertising just as precise.\r<br>\r<br>The Sync Ad is the world's most precise OOH, with two ads synchronizing by the train stopping precisely. A sticker ad with holes was displayed on the doors of the Tokyo subway, and once the train stops at the station, it synchronizes with the ad on the station wall, completing the message \"The data is now on the bottle\". \r<br>\r<br>Precise measurement of the distance between the train and the wall, precise calculations factoring in ad size and typical eye level, and precise driving skills of Japanese train conductors made this innovative ad experience possible.\r<br>\r<br>By displaying multiple types of graphics across subway stations in Tokyo, countless people experienced this groundbreaking advertising campaign. This sparked global conversations on social media and made headlines in major media outlets. At a time when fake OOH is prevalent, this real OOH has played a key role in reinforcing trust in the precision of the data, which led to a significant increase in brand interest.\r<br>\r<br>- 43M People reached\r<br>- 10M Social impression\r<br>- 11 Countries reached\r<br>- 883% Increase in brand interest","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"In Japan, precision is everything. It's not just valued—it’s a virtue. Anything less risks losing trust. That’s why, when it comes to product data, precision is more than a detail; it’s a defining factor in brand trust and consumer interest.\r<br>\r<br>For Tokucha, a FOSHU (Food for Specified Health Uses) tea beverage in Japan, precision itself is the brand’s core value. Based on highly precise research data, Tokucha is officially proven to help reduce body fat. To make Tokucha’s commitment to precision widely known, we decided to put the data on the packaging itself, and highlighted it in the most precise way. It's The Sync Ad, the world's most precise OOH, with two ads synchronizing by the train stopping precisely. A sticker ad with holes was displayed on the doors of the Tokyo subway, and once the train stops at the station, it synchronizes with the ad on the station wall, completing the message \"The data is now on the bottle\". ","is_link":false},{"keyword":"STRATEGY","content":"Tokucha’s primary target audience has always been busy office workers in their 30s to 50s. Given that nearly 80% of them commute by train every day in a dense urban hub like Tokyo, it was clear that in-train and station media spaces were the most effective communication channels.\r<br>\r<br>In this campaign, we also placed strong emphasis on indirect exposure via social media—not just direct interaction with the ads themselves. At a time when AI-crafted fake OOH videos flood social platforms, we believed that a striking “real OOH” execution would spark attention if filmed and shared by everyday commuters.\r<br>\r<br>And that’s exactly what happened. The campaign gained widespread traction on social media, successfully reaching people all over Japan, including those who don’t regularly ride Tokyo’s trains.","is_link":false},{"keyword":"EXECUTION","content":"The idea of synchronizing an ad in the train with an ad on the station wall was, of course, a world first. That’s why we had to start from scratch—no one knew what type of train or station could even make such a mechanism possible. We rode trains all across Tokyo, manually listing every single ad space on train doors and every potential ad location on station walls. Once we had identified all possible combinations where the two could align, we used laser distance meters to manually measure the gap between the train and the station wall at each stop. Taking into account various factors—from ad dimensions and eye-level positioning to the precise distances involved—we identified the exact placements required. Based on those calculations, we created an in-train sticker ad, and multiple versions of graphic ads for the station walls, each tailored to its specific layout.\r<br>\r<br>Through the steady accumulation of painstaking efforts, we succeeded in building a mechanism no one had ever seen before. This ultimately gave rise to an innovative experience that redefined the very concept of outdoor advertising.","is_link":false},{"keyword":"RESULT","content":"By displaying multiple types of graphics across subway stations in Tokyo, countless people experienced this groundbreaking advertising campaign. This sparked global conversations on social media and made headlines in major media outlets. At a time when fake OOH is prevalent, this real OOH has played a key role in reinforcing trust in the precision of the data, which led to a significant increase in brand interest.\r<br>\r<br>- 43M People reached\r<br>- 10M Social impression\r<br>- 11 Countries reached\r<br>- 883% Increase in brand interest","is_link":false}],"files2":[{"name":"ME09_002.mp4","type":"mp4"},{"name":"ME09_002_DI01L.jpg","type":"jpg"}],"count":2}