{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"BREAKTHROUGH IN PR","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\/\r\nMITSUHIRO 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\/\r\nMASAKAZU KOBAYASHI\/TAKASHI SHOZAKI\/HIROE OHASHI\/YASUTO OKUMURA\/ERI NASU\/\r\nMAKI YAMADA\/SOU SATO\/MIO NAKATA\/YUMI HASEYAMA\/KODAI 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 specifically for Deaf athletes.\r\n<br> \r\n<br>It redefined the sound-dependent norms of cheering, allowing fans to express encouragement visually to Deaf athletes.\r\n<br>For the first time in history, a form of sign-based cheering was born.\r\n<br> \r\n<br>For Tokyo, the host city of the Deaflympics’ 100th anniversary, Cheer Signs represented a clear commitment to building an inclusive society. \r\n<br>It embodies Tokyo’s vision of inclusion, not as an abstract ideal, but as a shared physical experience.\r\n<br> \r\n<br>Cheer Signs was co-created by Deaf and hearing people working as one team. Built on the universal sign 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 about two years of grassroots-driven testing and refinement—ranging from real-world trials at Deaf sports events to digital content for learning choreography and community-based education—the project earned positive recognition through media and communities, ultimately expanding Cheer Signs nationwide across Japan.\r\n<br>\r\n<br>During the Deaflympics, Cheer Signs spread spontaneously, filling venues and becoming a 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>This unprecedented support generated over 1,600 earned media exposures and helped drive historic outcomes:\r\n<br>record attendance in the Games’100-year history, numerous world records, and Japan’s best-ever result with 51 medals.\r\n<br> \r\n<br>Furthermore, Cheer Signs was not only adopted as part of school curriculum while coming to symbolize an inclusive society.\r\n<br>By positively reshaping participation, Cheer Signs became an action that advances inclusion, establishing a new social norm and genuine public engagement.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"For the first time in 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,\r\n<br>incorporating Deaf-specific rhythm. Each movement carries distinct messages like “GO!” or “GRAB THAT MEDAL.” \r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"Despite more and more projects claiming to promote inclusion, minorities are still often marginalized.\r\n<br>In Japan, there have been numerous cases where projects created for Deaf people were developed without them, drawing widespread criticism.\r\n<br> \r\n<br>“I appreciate the cheering, but I can’t hear it.”\r\n<br>This project placed the personal voices of Deaf athletes at the center of its PR narrative, challenging long-standing assumptions about cheering shaped by hearing people.\r\n<br> \r\n<br>Building trust across Deaf and hearing communities required a fundamentally different team structure. Deaf athletes, Deaf artists, students from Deaf schools, CODAs, and sign-language performers worked together over two years to develop and test a new form of cheering. The effort was grassroots, with Deaf people as the protagonists.\r\n<br> \r\n<br>Their passion and stories moved journalists across major television networks, national newspapers, and online media in Japan, resulting in extensive media exposure.\r\n<br>On social media, positive voices emerged from both Deaf and hearing communities, with celebrities, sponsors, and government bodies expressing support for Cheer Signs.\r\n<br>By creating a form of sign-language cheering the world had never seen, the project connected hearing and Deaf communities to advance inclusion and understanding.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"Toward the Deaflympics in November 2025, we built grassroots participation and sustained media attention.\r\n<br>Over the two years, perceptions shifted to seeing Deaf people as “others” to “partners”,\r\n<br>transforming a hearing-centric society into a more inclusive one—entirely through earned media.\r\n<br>\r\n<br>February–July 2024: Development\r\n<br>We designed visible movements and messages for Deaf athletes, documented in advance by major TV networks.\r\n<br>\r\n<br>November 2024–February 2025: Testing at Deaf sports events\r\n<br>Cheering was first tested at small-scale athletics and volleyball competitions.\r\n<br>Local communities were invited to evaluate timing and difficulty, leading to refinement.\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,\r\n<br>drawing football fans and media attention.\r\n<br>\r\n<br>May–July 2025: Training & education\r\n<br>Classes and camps for elementary school children enabled sustained practice and ongoing media exposure.\r\n<br>\r\n<br>August 2025: 100-day event\r\n<br>Momentum grew through demonstrations by the Governor and celebrities. Choreography videos enabled anyone to practice,\r\n<br>alongside turquoise uniforms leveraging the color of global Deaf culture.\r\n<br>\r\n<br>September–November 2025: Movement\r\n<br>Cheer Signs spread organically, filling venues and culminating in a nationwide movement at the Games.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"Cheer Signs transcended sports to become a bold symbol of inclusion—redefining how Deaf and hearing people connect.\r\n<br>\r\n<br>For hearing people, it transformed Deaf people from “others” into people they could truly share emotions with.\r\n<br>Many spectators said, “For the first time, I felt I could communicate my feelings to Deaf people.”\r\n<br>For Deaf people, it marked a clear shift away from a hearing-centric society toward true inclusion—becoming a lasting legacy of Tokyo as Deaflympics host.\r\n<br>\r\n<br>During the Deaflympics, venues were spontaneously filled with Cheer Signs, leading to record outcomes:\r\n<br>the highest attendance in the Games’100-year history with 280,000 spectators, 62 new world records, and Japan’s best-ever total of 51 medals. \r\n<br>Cheer Signs generated nationwide momentum, earning over 1,600 media reports.\r\n<br>\r\n<br>Deaf athletes worldwide voiced their support.\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) said, “I felt truly supported.”\r\n<br>Bronze medalist Stupans Rudolfs (Sweden) said, “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}