This campaign isn’t just winning awards, it’s winning heart too. How can anyone not be attracted to these dream-like pictures that tug at our inner desire to explore and travel?
Since 2011 JR East, one of Japan’s major passenger railway groups, has been running a powerful advertising campaign called Get Back, Tohoku (行くぜ、東北). In an interview in 2015 Dentsu Director Yoshihiro Yagi, who has been spearheading the campaign, explained that the idea was conceived in the wake of the 2011 Tohoku earthquake and tsunami because the best way to support the region was to get people to go there.
[…] “There must be something we can do,” Yagi recalls saying. This eventually led to the campaign slogan Get Back, Tohoku. The posters, now in their 7th year, have largely remained the same in concept and typically feature minimal but powerful photos of trains with the slogan in small, bold letters. At the bottom of the poster, in small font, it reads “You can’t meet by e-mail. Meet on the rails.”
This is a familiar feeling. I’ve walked this path before, many times.
A few weeks back, I set my mind to posting here regularly, again. Despite the lengthy layoff, I thought the return would be made smoother after 4 years of writing.
Man, how wrong and naive it was to habour that thought. I knew it’s not going to be easy, but I never imagined it would be this excruciatingly tough. It’s painful to turn an idea in my head into words on the screen. Often, the words appear to lose their meaning after I typed them. They are not what I wanted to communicate. On some occasions, the words dried up while I was typing. They almost never return.
I’ve shared my struggles with writing before but this feeling unlike anything in the past. It could be the constant sleep deprivation — a maximum of 5 hours of interrupted rest every week night. This, together with the pressure on the constant disappointment in my job search, may have led to my current awkward state. It seemed every thing, object and people were weighing me down. There was no margin to breathe.
I wrote this on the last page of a generic paper notebook. I was hoping it can offer me an escape from this writing slump and it certainly helped.
Now that I’ve got this out of my chest, let’s see where this newfound enthusiasm will lead me.
Football and Brazil is intertwined. The samba skills, the nifty footwork, the joy of playing – these are the images we’ve come to associate Brazilian football with.
As a huge football fan, I’m a big admirer of the iconic jerseys of Brazil national team. I find them to be an accurate representation of its country – vibrant, diverse, energetic and fun-loving.
Though I’ve never own any of their shirts, it doesn’t stop me from casting an envy eye on the design. The story behind this bright yellow top with green trims, blue shorts and white socks involves a trip down memory lane to their World Cup struggle in 1950.
Brazil lost that game, and Brazilians were absolutely crushed. People left the stadium in tears, and some of their tears transformed into racist grudges.
[…] Everything was scrutinized, including those plain white jerseys the players had worn in the game. Brazilians thought they were cursed and the soccer authorities decided to hold a competition to design a new uniform.
Not to spoil anything here, read on to find out what happened next.
I love magazines. I adore the concepts behind good branding.
Combing these two interests bring Magazine B, a publication that explores in-depth on just one particular brand in each issue.
I’ve a few issues in my book shelves and they’re all lovely reads. The editors have good taste on the brands to cover – not the mainstream giants we are familiar with, but the more restrained brands like Aesop, MUJI and Patagonia.
“People want to know more about the brands around them. B aims to be a messenger to help readers discover what good brands are.”, Taehyuk Choi, editor-in-chief of the publication, responding to why this magazine exist.
A brand is an experience and a promise. Picking up Magazine B is both an enriching experience and a promise to discover what makes brand good.