TCC Awards Decided: Akagi Dairy's "Price Increase" Selected as Grand Prix Winner

The Tokyo Copywriters Club (TCC) recently announced the winners of its 2017 TCC Awards. One Grand Prix winner, 14 TCC Award winners, 3 Jury Chairman's Award winners, one Best Newcomer Award winner, and 21 Newcomer Award winners were selected.

The Grand Prix was awarded to Akagi Dairy's "Gari Gari-kun 'Price Increase Edition'" (by Masayuki Furukawa <DENTSU Inc. Kansai Branch> - TV CM, Newspaper). The Best Newcomer Award went to Kazuma Kanbayashi of Hakuhodo (representative work: Yuraku Seika / Black Thunder series web movies, etc.).

Chairman of the Judging Committee Takashi Nakahata (TCC Chairman) commented as follows:

Amidst the continued strength of the regulars, I think it's a good trend that new winds are blowing in. While some view the awards as "this is the top prize" or "this is amazing," I strongly encourage you to pick up the 'Copy Annual' and see who voted for whom among the judges. You'll understand the judges' sensibilities and values. It's the fun of judging the judges, isn't it?

There are three Jury Chairman's Awards. All are ultra-honest copy. Each may seem blunt at first glance, but we valued them for their unadorned, direct hit on the essence.

The winners and their works are as follows (honorifics omitted):

◇TCC Grand Prix

・Masayuki Furukawa (Dentsu Inc. Kansai Branch)
Price Increase (Akagi Dairy / Gari Gari-kun "Price Increase" Edition / TV CM, Newspaper)

◇TCC Award

・Tetsuro Aso (TUGBOAT)　
Ueda, who doesn't neglect the pronunciation of [θ]. (Sumitomo Life Insurance / 1UP Series / TV Commercial, Web Movie)

・Shinichi Fukusato (One Sky)
The Showa era of this planet will continue to live on somewhere. (Suntory / BOSS "Alien Jones" Series / TV Commercial)

・Akihiro Fukube (catch)
Show them your true strength. (Otsuka Pharmaceutical / Calorie Mate / TV Commercial, Web Movie, Outdoor Board)

・Reiko Kojima (Freelance)
If you don't love, love diminishes. (Stripe International / earth music&amp;ecology / Catalog, Poster)

・Taka Tada (TUGBOAT), Hideaki Oki (Hakuhodo Kettle)
Does Vitz condone such crimes?!
You know how many people wave that kind of righteousness around these days? (Toyota Motor Corporation / Vitz "The Making of New Vitz Story" / Web Movie)

・Ryo Fujii (Dentsu Inc. Kansai Branch), Yuki Kobori (same)
When it comes to warlords, it's Mitsunari (Shiga Prefecture / Ishida Mitsunari "Ishida Mitsunari" Series / Web Movie)

・Hiroshi Sasaki (Hiroshi Sasaki Gym), Emi Ota (Emi Ota Office)
LOVE SPORTS TOKYO 2020 / Rio 2016 Closing Ceremony Tokyo 2020 Flag Handover Ceremony (Tokyo Metropolitan Government / Tokyo 2020 Organizing Committee)

・Takahisa Naokawa (Dentsu Inc. Kansai Branch)
I want to hang around. (Dai-Nichi Co., Ltd. / Mushikonars "The Man Who Argues" Edition / Radio CM)

・Mika Kunii (Light Publicity)
One Merchant, Countless Missions (Itochu Corporation / Corporate / TV Commercial, Newspaper, Slogan)

・Makoto Shinohara (Dentsu Inc.), Kenichi Nozaki (Dentsu Inc.), Mai Sato (Dentsu Inc.)
Let's give it a try. (KDDI / au "Santaro" Series / TV Commercial)

・Takuya Isoshima (Dentsu Inc.)
We Invented the Olympics. (National Association of Commercial Broadcasters in Japan / NAB Rio Olympics "Human Evolution" Edition / TV Commercial)

・Akira Akiyama (Light Publicity)
There is no single color in nature. (Kewpie / Kewpie Mayonnaise / TV Commercial, Magazine)

・Akihiro Fukube (catch)
It's a tiny nutritionist. (Otsuka Pharmaceutical / Calorie Mate "Tiny Nutritionist" Series / TV Commercial)

・Tatsuya Hamashima (Dentsu Inc.), Taihei Morimoto (Dentsu Inc.), Takanori Kono (Dentsu Inc.)
Good job. Who knows who it is? (Japan Coca-Cola / Georgia Emerald Mountain Blend "Good job, us" edition / TV CM)

◇Chairman's Award: 3 works

・Yuichi Mutō (Mutō Office)
If you can't make your employees happy, go out of business. (Musashi Corporation / Corporate / Poster)

・Yoko Seki (Dentsu Inc.)
Let them talk. (Kirin Brewery / Hyoketsu / Newspaper)

・Takeshi Tsunoda (Dentsu Inc.)
Don't let your bat go to sleep. (Housendo / Sujū / Newspaper)

◇Best Newcomer Award

・Kazuma Kamibayashi (Hakuhodo)
Representative Copy: Black Lightning Rap Lyrics (Yuraku Seika / Black Thunder Series / Web Movie)

◇Rookie Award (Name Only)

・Kawamura Takeshi (Hakuhodo Kansai Branch), Ito Kenichiro (Dentsu Inc. Chubu Branch), Mizumoto Shinpei (Dentsu Inc.), Nakagawa Kenta (Dentsu Inc.), Okuyama Yuta (Hakuhodo), Haruko Tsutsui (Dentsu Inc.), Eito Yamada (Dentsu Inc.), Kazuhisa Okamoto (CS Nishihiro), Yoko Tatsumi (Dentsu Meitetsu Communications Inc.), Yuki Nishikawa (JR East Planning), Keisuke Muroya (Tokyu Agency), Mayu Iida (Dentsu Inc.), Ayako Kawahara (Nippon Design Center), Hiroaki Suzuki (Ad Planner), Toshihiro Seki (Dentsu Inc.), Saki Kawai (Dentsu Inc.), Ryuta Kimura (Dentsu Inc.), Jin Kojyo (Sun-Ad), Miki Kobayashi (Dentsu West Japan Inc.), Junichi Tawara (Dentsu Inc.), Hiroko Morishita (Nishitetsu Agency)