Everyone has a "battle they absolutely cannot lose."
Excerpt from the "Challenge to THE NEW VALUE OF TV/RADIO" feature published in the September issue of Synapse (released September 25). The phrase "There is a battle we absolutely cannot lose" is widely recognized as the tagline for TV Asahi's broadcasts of Japan's national soccer team. This phrase served as the key concept for the collaborative campaign known as the "We Can't Lose to Anyone Misanga Project." Participation exceeded 150,000 people in just one month, creating a social movement. Takashi Aoyama from the editorial department of Synapse magazine interviews TV Asahi's Akifumi Kato, Cross Sports Marketing's Takaaki Nakamura, and Dentsu Inc.'s Nobuaki Hattori and Hiroshi Kawasaki to uncover the story behind the initiative.
Akira Kato, Ryuichi Aoyama, Hattori Nobuaki, Hiroshi Kawasaki, Nakamura Takaaki
