David Blecken
Jan 29, 2016

Saga Prefecture targets athletes with Samurai spirit

TOKYO - An initiative for Saga Prefecture draws on warrior spirit to attract international sports teams to training camps ahead of the Tokyo 2020 Olympic and Paralympic Games.

Client: Saga Prefecture

Agency: Geometry Global Japan

Campaign: The Spirit of the Samurai

Market: Global

Scope: Online

Details: The videos present Saga as the birthplace of the Samurai spirit with the aim of raising awareness of the prefecture as a venue for athletes to train for events such as the 2019 Rugby World Cup and 2020 Olympics. As well as presenting the facilities on offer, the concept suggests that top athletes already have much in common with the formidable Samurai spirit, and that choosing Saga as the venue for their activities will help them reach their maximum potential.

The book Hagakure, which explains the Samurai ethos, was written by a Samurai in Saga during the Edo period.

Quote: Masato Mitsudera, head of creative, Geometry Global Japan:

I am very pleased to be given the opportunity to be involved in the world’s largest sporting event, the Olympic Games, which people across Japan and the globe are excited about. I hope foreign athletes will feel the Samurai spirit flowing in Saga Prefecture.

Our view: The Samurai warrior is such an iconic figure that it can sometimes feel too easy to use one to promote a brand. Various endeavours can be said to embody 'Samurai spirit' if you suspend disbelief long enough. In this case though, the connection is justified given Saga's history and the stature of the Olympics. The work is otherwise quite straightforward, which makes sense in view of its aim and the audience it's targeting.


Agency: Geometry Global Japan(GGJ)
Production: TYO/MONSTER
Account executive: Naoki Miyazoe
Account executive: Taysuaki Yoshioka
Creative director: Masato Mitsudera
Copywriter: Ryo Kobayashi
Producer: Masao Omokawa
Production manager: Ryuichi Kumamoto
Production manager: Kazuaki Ota
Director: Kei Uehara
Cameraman: Miki Ogawa
1st Assistant cameraman: Kazuhiko Takahashi
2nd Assistant cameraman: Kohei Sato
Cameraman (interview/drone): Yuta Shimotsu
Special equipment operator (drone): Tetsuo Motoyama
1st lighting assistant: Kitaoka Yuzuru
2nd lighting assistant: Nariaki Nagasawa   
Stylist: Sakiko Taura         


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