Tokyo Metropolitan Bureau of Transportation's "Memories Clatter: Tokyo Tram Diary" wins Newspaper Advertising Grand Prize

The Japan Newspaper Publishers & Editors Association announced the winners of the 37th Newspaper Advertising Awards on September 7.
The Grand Prize for Newspaper Advertising was awarded to the Tokyo Metropolitan Bureau of Transportation's "Memories of the Clatter: Tokyo Tram Diary."

To pass down memories of the Tokyo Tram, which crisscrossed the city like a web, the campaign solicited reader anecdotes and presented them in a serialized newspaper novel format. The 50 stories selected from over 500 submissions, following interviews, all evoke a nostalgic feeling. Their leisurely pace perfectly matches the newspaper medium. The content fully leveraged the newspaper medium's strengths—information gathering, reporting, and archival value—becoming a valuable historical record of the Tokyo Tram. It was also praised as groundbreaking for being a newspaper advertisement created by readers.

The Newspaper Advertising Award was established in 1981 to honor advertising activities that pioneer new possibilities for newspaper ads and contribute to the development of both newspapers and advertising. It has two categories: Advertiser and Newspaper Publisher. It is awarded to advertising companies and newspapers that have carried out outstanding advertising activities in newspapers.

A total of 365 entries were submitted: 299 in the Advertiser Category (297 single advertisers, 2 multiple advertisers) and 66 in the Newspaper Publisher Category (62 single projects, 4 joint projects). One Grand Prize and ten Newspaper Advertising Awards were selected. Additionally, ten Excellence Awards were chosen in the Advertiser Category and five Encouragement Awards in the Newspaper Publisher Category.

The awards will be presented at the 60th Newspaper Advertising Day commemorative ceremony held at the Imperial Hotel Tokyo in Chiyoda Ward on October 20.

The winning entries are as follows.

[Advertiser Category · Newspaper Advertising Grand Prize]

◇Memories Clatter Tokyo Electric Diary
　Tokyo Metropolitan Bureau of Transportation

[Advertiser Category · Newspaper Advertising Award] 5 works (listed in alphabetical order by advertiser name)

◇November 11th is Pocky Day. No, it's Pocky & Pretz Day.
　Ezaki Glico

◇Oronamin C "20 Years of Thank You Newspaper"
　Otsuka Pharmaceutical

◇ "Supporting Kumamoto Recovery" Newspaper Alliance Special Project! Panorama 6, Big Creative Campaign!
　Kirin Brewery

◇MADE IN MIYAGI
　Toyo Rubber Industries

◇Kobe Port Opening 150th Anniversary Commemoration: The Wonderful Relationship Between Kobe and Matches
　Japan Match Industry Association

[Newspaper Planning Department · Newspaper Advertising Award] 5 Works (in order of membership roster)

◇If I Had Known It Was the Last Time
　Iwate Nippo Co., Ltd. Advertising Division

◇Miyagi 35 Municipalities: Community Love Newspaper
　Kahoku Shimpo Co., Ltd. Sales Division, Sales Department

◇Welcome to YAMAGATA Project
　Yamagata Shimbun Co., Ltd. Advertising Bureau

◇Better Shelters Project
　Kobe Shimbun Co., Ltd. Sales Division

◇Personal Ads and Special Edition Projects Utilizing "Carp" Content
　Chugoku Shimbun Co., Ltd. Advertising Bureau Advertising Sales Department

[Advertiser Category - Excellence Award] 10 Works (Advertisers listed in Japanese syllabary order)

◇Watch AbemaTV This New Year!
　AbemaTV

◇With the Lifting of Evacuation Orders: Conveying Thoughts of Recovery and Gratitude
　Iitate Village

◇NTT Docomo: "Lately, I've been getting less work."
　NTT Docomo

◇Let's move forward, Kyushu.
"Let's Move Forward, Kyushu." Promotion Campaign Executive Committee

◇SMAP Grand Support Project
　SMAP Grand Support Project

◇"Let's Find New Clothes."
　Takarajimasha

◇JR Freight Awareness Campaign
　Japan Freight Railway Hokkaido Branch

◇Let's Paint the World.
　Panasonic

◇Fourth New Graduate Recruitment
　Morishita Jintan

◇Ryukakusan for the throat during festivals.
　Ryukakusan

[Newspaper Editorial Department Encouragement Award] 5 works (in order of membership roster)

◇Go for it! Miyagi Supporterz, Inc.
　Kahoku Shimpo Tokyo Branch Sales Department

◇8.11 Congratulations, Yamagata Nippo
　Yamanashi Nichinichi Shimbun

◇Hello!ESSA "Rediscover SADO"
　Niigata Nippo Co., Ltd. Advertising Bureau

◇Nara Heritage 70 - Rediscovering Its Charm Project ~Nara's Got Some Great Spots, You Know~
　Nara Shimbun Co., Ltd. Tokyo Branch

◇Today, April 1st, is April Fools' Day.
　Minami Nippon Shimbun Sales Department