David Blecken
May 19, 2014

Tokyo University targets foreign students with high ambitions

TOKYO – The University of Tokyo has launched a short film inspired by the astronaut Naoko Yamazaki to highlight the success many of its graduates have achieved.

Created by Ogilvy & Mather Japan, the film, titled 'Explorer', traces Yamazaki’s path from a student at the institution to becoming an astronaut. Graduating in 1993, she became the second Japanese woman to travel to space.

Print, poster and digital elements support the video. The campaign aims to promote the university internationally, with a view to attracting a more diverse range of students.

In a statement, Akihiko Kubo, president of Ogilvy & Mather Japan, noted that the University of Tokyo brand does not carry the same weight outside Japan as it does at home.

“I hope this unique campaign helps narrow the gap so that UT is better known and understood globally,” he said.


Client: University of Tokyo
Agency: Ogilvy & Mather Japan
Chief creative officer: Ajab Samrai
Creative directors: Ricardo Adolfo/Federico Garcia
Art director: Kenji Moriuchi
Account directors: Yukari Osawa/Ai Shimomura
Production company: Aoi Pro
Director: Genki Ito
Producers: Ai Yamamoto/Teppei Yoshihara/Teppei Hashimoto
Production manager: Kosuke Sakai
Sound design company: JKD Collective
Director of photography: Shimon Tani
Editor: Shinji Amemiya
Editing company: IMAGICA


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