On March 28, the Osaka Advertising Association announced the winners of the 2013 "57th Osaka Advertising Association Award" and the "47th Yatte Minahare Keizo Saji Award."
Rohto Pharmaceutical was selected for the Osaka Advertising Association Award. Under its corporate slogan "The Company That Delights and Surprises," the company leverages its technological and R&D capabilities to cultivate brands appealing to a wide age range, providing people with "surprise" and "delight." Its active advertising campaigns, utilizing promotions, TV/radio commercials, and the web, effectively communicated product characteristics through outstanding creative work, leading to enhanced brand power. Furthermore, the company has achieved 20 consecutive periods of improved performance, delivering Osaka's vitality nationwide and globally, contributing to the city's economic and cultural development.
The Keizo Saji Award was presented to Keita Kusaka of the Creative Bureau at Dentsu Inc. Kansai Branch. The winning works include the "Shinsekai Market Poster Exhibition" outdoor advertising & event, the "Bunno-sato Shopping District Poster Exhibition" outdoor advertising & event, and the accompanying poster collection. To revitalize a shuttered shopping district, the project involved local shop owners and the company's young creators, with the recipient personally handling publicity. It embodied the idea that advertising is not merely about selling products, but possesses the power to bring happiness, evoke emotion, and inspire empathy, generating widespread admiration.
