TOKYO, JAPAN — One of the biggest campaigns to come out of the Asia Pacific region this awards season is “My Japan Railway” by Dentsu Tokyo. With multiple Grande trophies across the biggest shows in advertising, the design and branding campaign has emerged as one of, if not the, work that everyone knows — a visual piece that is not only eye-catching, but also effective in rallying an audience behind a 150-year old brand.
Following a remarkable run from Cannes Lions 2023 to D&AD 2024, we go back to an exclusive interview with Dentsu Tokyo Executive Creative Director Yoshihiro Yagi and Copywriter Mariko Fukuoka, who the adobo Magazine team caught up with in the midst of their successful ADFEST 2024 season. Unbeknownst to both the adobo and Dentsu teams, the conversation preluded months of more back-to-back wins for the campaign, further cementing its victory lap.
In our conversation with Yoshi and Mariko, the duo delved deeper …