The 58th Osaka Advertising Association Awards and the 48th "Give It a Try Keizo Saji Award" Presentation Ceremony
The Osaka Advertising Association presented the 58th "Osaka Advertising Association Award" and the 48th "Yatte Minahare Keizo Saji Award" on May 29.
From left: Kunio Yamada, Chairman of the Osaka Advertising Association; Ayumu Yamamoto, Marketing Department Manager, USJ; Hiroki Inado, President, IMAGICA West; Kei Suzuki, Copywriter, Dentsu Inc. Kansai Branch
The "Osaka Advertising Association Award" was presented to
Universal Studios Japan(USJ)was selected.
〈Reason for Award〉
The company achieved record-high attendance, significantly increasing visitors particularly from distant locations like Tokyo. This served as a catalyst for expanding domestic tourism in Osaka (Kansai). Furthermore, its communication strategy leveraging its own sales offices in major overseas cities substantially increased visitors from Asian countries and elsewhere, contributing to the promotion of Japan as a tourism-oriented nation.
The leap forward was driven not only by the opening of the new "Harry Potter" area but also by a shift in concept toward becoming a select shop gathering outstanding entertainment from around the world, moving beyond a focus solely on movies. The park strengthened its appeal to its core target demographics—women and families—moving beyond reliance on major attractions alone. It actively developed seasonal events like Halloween and limited-time events featuring popular anime, while also establishing and expanding character areas popular with family guests. These PR efforts were communicated throughout the year, energizing the Kansai advertising industry and earning recognition.
The "Osaka Advertising Association Special Award" was presented to
IMAGICAWEST was selected.
〈Reason for Award〉
Since the film era through to today's digital dominance, the company has consistently led the industry as a post-production house in commercial production, supporting Osaka's video production sector and making significant contributions to numerous companies' commercial production. For the 13th "MADE IN OSAKA CM AWARDS" hosted by the Osaka Advertising Association, it provided full cooperation from the very first edition, handling everything from editing the footage to screening at the awards ceremony.
Furthermore, it performs film processing services (development, printing, re-recording, telecine, etc.)—a rare capability in Japan (and the only one in Osaka/Kansai)—and actively engages in archival work such as restoring vintage film reels and preserving commercials.
Furthermore, in collaboration with JAC (Japan Advertising Content Creators Association), it has been recognized for its efforts in nurturing young technicians, including organizing study groups.
The "Go Ahead and Try It Keizo Saji Award"
was awarded to Kei Suzuki, Copywriter, CR Planning Bureau, Dentsu Inc. Kansai Branch.
The winning work is
・Murata Manufacturing Co., Ltd. - Web Movie
・Daikin Industries Web Movie
・Pokémon - Newspaper
〈Reason for Award〉
The three submitted works each employed distinct approaches, demonstrating diverse creative capabilities. They were highly praised as embodying the multifaceted creative power of today's new creators.
Murata Manufacturing and Pokémon demonstrate strong production capabilities, while Daikin Industries showcases a broad range of expressive skills, including writing lyrics, and strong planning abilities. The submitted works clearly convey a deep, foundational approach to creation.
Web movies that are edited too rigidly like commercials risk losing viewers; a certain "looseness" is preferable. The web movies for Murata Manufacturing and Daikin Industries skillfully achieve this "seemingly relaxed looseness." Furthermore, they are well-executed as B2B works, which are notoriously difficult to express, and they also contribute to boosting internal motivation.
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