All-Japan Advertising Federation Convention in Kobe: "Set Sail for the Future of Advertising"

The All Japan Advertising Federation (AJAF) held the 65th "All Japan Advertising Federation Kobe Convention" (hosted by the Organizing Committee and AJAF) at the Kobe Portopia Hotel in Kobe City on May 17.

This marked the first time the event was held in Kobe since the Kobe Port Island Expo in 1981, a gap of 36 years.

The theme was "Set Sail for the Future of Advertising! ~Together with 'Bond', Connecting to the Next Generation~". Approximately 1,500 advertising professionals from across Japan participated. The event featured the presentation of the Saburosuke Suzuki Grand Prize and the Zenkyoren Japan Advertising Awards, along with commemorative lectures.

At the ceremony, Mr. Kaoru Takashi (Chairman of the Kobe Advertising Association and President of the Kobe Shimbun), serving as the Executive Committee Chairman of the event, declared the opening. Following this, Mr. Tsune Ietsugu (Chairman of the Kobe Advertising Association and Chairman of the Kobe Chamber of Commerce and Industry), serving as the Chairman of the event, stated, "It is an honor to hold this event in the commemorative year of the 150th anniversary of Kobe Port's opening. The theme embodies our desire to pool our collective strength, pass on the lessons learned from the earthquake to the next generation, and create a new era through advertising. We have organized a diverse program based on three pillars: the 150th anniversary of the port's opening, bonds forged through the earthquake, and the future of advertising. We hope this event will widely communicate the potential of 'Kobe,' which has evolved uniquely starting from the port, both domestically and internationally."

Akira Ohira, Chairman of the All Japan Advertising Federation, stated, "We want this to be a place to share the message that only Kobe, having brilliantly overcome the Great Hanshin-Awaji Earthquake, can convey, and to think and discuss what advertising can do to move from destruction to creation, and from confusion to harmony." Guests Toshizo Ido, Governor of Hyogo Prefecture, and Kizo Hisamoto, Mayor of Kobe City, offered congratulatory addresses.

Next, the awards for the 11th "Zen-Kōren Saburōsuke Regional Campaign Grand Prize" and the "Zen-Kōren Saburōsuke Regional Creative Grand Prize" were presented. The Regional Campaign Grand Prize was awarded to "Kyoto's DNA—What We Inherit and Pass On" (Kyoto Advertising Association). The "School Forest Project" (Niigata Nippo, Niigata TV21) received the Selection Committee Special Award.

Furthermore, the Grand Prize for the Regional Creative Award was awarded to the newspaper advertisement "Marugoto Ehime: Local Produce Ding" (20 cities and towns within Ehime Prefecture). The Excellence Award was awarded to the TV commercial/corporate campaign "To the Place Where Your Loved Ones Wait. Carrying Your Precious Feelings." (Nagoya Railroad).

Next, the 5th "Zen-Kōren Japan Advertising Award," which annually honors individuals who have contributed to the advancement and development of the advertising industry, was presented. The Matsushita Award, given to an advertiser, was awarded to Mr. Katsuhisa Ezaki (President of Ezaki Glico). The Masariki Award, given to a media company, was awarded to Mr. Seiichi Hasumi (President of Takarajimasha). The Yoshida Award, selected from advertising-related companies, was awarded to Mr. Kiyoshi Morita (Chairman of the Japan ABC Association). The Yamana Award, given to a creator, was awarded to Mr. Taku Sato (Graphic Designer).

All awards can be viewed online.

For the "Commemorative Relay Presentation," Toshiyuki Kitahara of Dentsu Inc. served as moderator. Participants including Aio Takabashi of Hakuhodo delivered presentations and held talk sessions on themes such as "Kobe Port Opening 150th Anniversary," "Disaster and Bonds," and "The Future of Advertising."

Theme: Earthquake and Bonds featured a report on the "117KOBE Disaster Prevention Committee," a project initiated by students in Hyogo Prefecture and the Kobe Shimbun newspaper, using sunflowers as a symbol of recovery. A portion of the proceeds from selling "edible sunflower oil" made from sunflower seeds, along with some sponsorship funds, was donated to the Kumamoto Advertising Association.

Following the ceremony, author Kaoru Tamaoka delivered a commemorative lecture titled "Stories Beginning at the Port: From Kobe, Where the Past Ends and the Future Opens." Additionally, the theater troupe Yamamoto-ya performed their play "The Clock Tower at 5:47 AM," themed around the Great Hanshin-Awaji Earthquake.

To coincide with the event, the Kobe Shimbun published diverse features including the "Better Shelters Project" (separate insert, 16 pages). These were distributed to participants at the venue.