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.”
Read more about it at Spoon & Tamago.