Advertisers, commercial talents, and old friends celebrate in style ~ TCC Awards Ceremony & HALL OF FAME Induction Ceremony
The Tokyo Copywriters Club (TCC) held its 2015 TCC Awards ceremony and Hall of Fame induction ceremony on October 23 at the Hotel New Otani in Chiyoda Ward, Tokyo. As an advertising award judged by copy, the ceremony honored TUGBOAT's Taku Tada, winner of the TCC Grand Prix; Dentsu Inc.'s Tomokazu Yamamoto, winner of the Best Newcomer Award; 11 TCC Award winners; 21 Newcomer Award winners; and 2 Jury Chairman's Award winners.
Takashi Nakahata was inducted into the HALL OF FAME, which honors pioneers who have made significant contributions to enhancing the quality and social recognition of advertising copy.
See the list of award-winning works and recipients here (TCC official website).
Related article here (Pepsi Nex Zero "Defeat Those Stronger Than Yourself" wins 2015 TCC Grand Prix).
Chairman of the Judging Committee Hiroshi Ichikura commented, "The TCC Awards feel significantly younger compared to previous years. I could really feel that the winners are the creators at the forefront today. I'm excited to see the next generation energize the TCC." He explained the reasons for the awards: the Grand Prix work was "overwhelmingly strong once we opened it up," and the Best Newcomer work was "professional work that packed in everything the client wanted to say and also became a hot topic in society."
Kenji Miyoshi, General Manager of Communication Design at Suntory Beverage & Food Limited, rushed to deliver congratulatory remarks. He praised the Grand Prix-winning copy by Mr. Tada: "Beat the ones stronger than you." (for the company's Pepsi Nex Zero). He shared that he was nearly moved to tears when Tada first proposed the copy, adding with humor, "Then I saw the estimate and cried again," lightening the mood. He expressed his congratulations using popular catchphrases: "ITTT (If it's good, it's naturally expensive)" and "Don't worry, we'll pay," drawing laughter from the audience.
Yamamoto, who won Best Newcomer for "Hey, buddy! It's WAKE! Let's go big. It's WAKE!" (Daihatsu Motor Co., Ltd. / WAKE), appeared nervous on stage. Reflecting on his journey—seven years in sales before becoming a copywriter, winning in his fifth year—he expressed his joy, saying, "It feels like a dream."
He introduced advertising copy that supported him at key life junctures, stating his resolve to fulfill his duties as a copywriter. He revealed that one such piece was by Tada, saying, "I want to turn my admiration into jealousy," and then handed the speech over to Tada.
Mr. Tada, who said he creates ads by imagining "someone stronger than himself" and fighting daily, expressed gratitude to the advertiser and stated, "I hope people interpret these words in various ways, in many senses." He particularly aimed the message "Find your own enemy and fight them fairly" at his sons entering the workforce. He also likened the four members of his agency, TUGBOAT, to the characters in the award-winning commercial's motif, Momotaro's party, and spoke passionately about his feelings for them.
At the subsequent HALL OF FAME induction ceremony, copywriter Yasuyuki Suzuki, Vice Chair of the Selection Committee, took the stage. Though serving his fifth term and ninth year as TCC Chairman, Mr. Nakahata had declined the award for several years despite consistently high votes, citing his chairmanship as the reason. Suzuki explained the selection process: "Last year, the Selection Committee added a clause allowing the induction of a sitting chairman, and we finally obtained his consent."
As a surprise for Mr. Nakahata, Hiroyo Hayashino, President of advertiser Credit Saison—with whom he has a 30-year relationship—and actress Rina Takeda, who appeared in the company's commercials, took the stage. They presented him with a bouquet.
President Hayashino stated, "Mr. Nakahata is top-tier when it comes to discussing management. That sensibility translates into his outstanding advertising creativity," explaining why Nakahata's copy "hits home."
Reflecting on his time since winning the TCC Newcomer Award, Mr. Nakahata stated in his acceptance speech, "Creatives are vulnerable. That's why we combine good things to express something good. Then designers, clients, and the world say 'That was great.' I've written by turning the applause and encouragement from all kinds of people into my own power. For me, the TCC was the ultimate positive reaction that became my support."
Copywriter Shigesato Itoi also made a surprise appearance as a presenter. He shared a warm embrace with Mr. Nakahata.
Mr. Itoi affectionately called Mr. Nakahata "Nakahata-kun," noting, "We've known each other since childhood, so it's like we've become part of the scenery." He spoke of the power of Nakahata's copywriting and their long-standing friendship, saying, "I don't think he's searching for good copy; I think he's searching for the truth and turning that into copy. That's also his character, which is why we've worked together for so long."
The winning works will be compiled in the 'Copy Annual 2015' (Sendenkaigi) and published on November 11th, designated as 'Copywriter's Day'. At the subsequent publication celebration party, the award winners raised their glasses in a convivial atmosphere.
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