From the City of Trees: Broadcasting "The Power of Recovery and the Future of Advertising"—The All Japan Advertising Federation Holds Its Sendai Convention
The All Japan Advertising Federation (AJAF) held its 64th "All Japan Advertising Federation Sendai Convention" (hosted by the organizing committee and AJAF) at the Sendai International Center in Sendai City on May 18. This marked the third time the event was held in Sendai, the first in 25 years. The theme was "Transforming the Power of Recovery into the Power of Creation: Broadcasting the Future of Advertising from the City of Trees." Approximately 1,200 advertising professionals from across Japan attended. The event featured the presentation of the Saburosuke Suzuki Grand Prize and the Zenkyoren Japan Advertising Awards, along with commemorative lectures.
At the ceremony, Masahiko Ichiriki (Chairman of the Sendai Advertising Association and President of Kahoku Shimpo), who serves as Chairman of the Organizing Committee, delivered the opening declaration.
"Thanks to support from all over Japan, the disaster-affected areas are steadily moving forward step by step. Movements are beginning to take shape to tackle new community building and visions. Connecting people to people, and region to region, the power of advertising to disseminate information and move people is being sought. In line with the Games' theme, I want to have a broad discussion about the role of advertising and economic revitalization measures," he stated.
Next, Saburosuke Fujisaki, Chairman of the Organizing Committee (President of the Sendai Advertising Association and Fujisaki Corporation), addressed the gathering: "I hope you will see the current state of the disaster-affected areas and take something away from it. Advertising possesses the power to become a driving force for recovery. Creating a new homeland is the true tribute to the victims. I want us to share these sentiments through this conference."
Akira Ohira, Chairman of the Japan Advertising Federation, stated, "Holding this conference in Sendai is deeply meaningful. The Great East Japan Earthquake made us keenly aware of the importance of human bonds that Japanese people possess. We wish to discuss the role of advertising communication in creating new value and contributing to regional revitalization. The Japan Advertising Federation will continue to engage in initiatives that energize Japan from the local level." Guests of honor, Miyagi Prefecture Governor Yoshihiro Murai and Sendai City Mayor Mieko Okuyama, delivered congratulatory addresses.
Next, the awards for the 10th "Zen-Kyoren Saburosuke Regional Campaign Grand Prize" and the "Zen-Kyoren Saburosuke Regional Creative Grand Prize" were presented.
The Regional Campaign Grand Prize was awarded to the "What We Can Do Now Project" (Kahoku Shimpo). The Selection Committee Special Award was presented to the "70th Anniversary of the Atomic Bombing Project 'THE 70th PEACE ACT HIROSHIMA'" (Chugoku Shimbun).
The Grand Prize for the Regional Creative Award went to the TV commercial "Over a Decade Later, the Village's Population Had Declined" (Shinjo Village, Okayama Prefecture). The Excellence Award was given to the corporate advertisement (poster) "Tricycle / Fireworks / Glass / Cherry Blossoms / Baby Bottle / Summer / Chrysanthemums" (Koga Buddhist Altars).
Next, the 4th "Zen-Kōren Japan Advertising Award," presented annually to individuals who have contributed to the advancement and development of the advertising industry, was conferred.
The "Matsushita Award" for advertisers was presented to Mr. Toshio Kagami (Representative Director and CEO, Oriental Land Co., Ltd.). The "Masariki Award" for media companies went to Mr. Takeo Hori (Founder and Senior Advisor, Horipro Inc.). The "Yoshida Award" for advertising-related companies was awarded to Mr. Yasuhiko Kobayashi (Professor Emeritus, Aoyama Gakuin University). The "Yamana Award" for creators was given to Mr. Kenya Hara (Designer, President and CEO, Nippon Design Center). and the Special Award was presented to Shohei Fukui (CI Strategy Planner, Director of the Event Society).
Details of each award can be viewed below.
http://www.ad-zenkoren.org/activity/kenshoukatsudou.html
Following the ceremony, Professor Ryuta Kawashima, Director of Tohoku University's Institute of Development, Aging and Cancer, delivered a commemorative lecture titled "Creativity and Brain Function." He discussed the current state of early diagnosis and prevention of dementia, the importance of the relationship between imagination and language, age-related decline in brain function, and the impact of smartphone use on learning outcomes.
At the end of the morning session, the Kobe Advertising Association introduced Kobe City as the host city for next year's convention.
The afternoon session resumed with a keynote speech by Hiroya Masuda, Advisor at Nomura Research Institute.
He explained Japan's current situation as population decline begins and proposed viewing it positively.
The special symposium "Rebuilding Japan's Future: Disaster Recovery Resilience" featured speakers Masuda, Japan Research Institute Senior Research Fellow Kosuke Motani, and Miyagi Gakuin Women's University Faculty of Contemporary Business Dean Ikuko Miyahara. Kahoku Shimpo President Masahiko Ichiriki served as coordinator.
At the outset, Mikio Matsunaga, Chairman of the Kumamoto Advertising Association (Managing Director of Kumamoto Nichinichi Shimbun), took the stage. He expressed gratitude for the multifaceted support received after the disaster and reported on the current situation in the affected areas.
Panelists offered lively opinions on disaster recovery and tourism development.
Ichiriki concluded, "We were able to discuss how to engage with a shrinking society while looking ahead to the future of recovery. I pledge to leverage the power of advertising and information dissemination to ensure Tohoku, a region facing challenges, becomes a leader in solving them."
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