The 60th-anniversary advertisement for Soutetsu Corporation, a steel processing company based in Hitachi, Ibaraki, has won the Grand Prize in the Anniversary category at the 73rd Nikkei Advertising Awards. Tsubasa Tsukidate of the IN FOCUS graphic team was in charge of art direction and design for this project.
Soutetsu Corporation underwent a rebranding in 2014 to commemorate its 50th anniversary, with IN FOCUS overseeing the creative direction for the project.
SOUTETSU 50th
https://infocusinc.com/projects/soutetsu
Since then, we have continued to work on various projects for Soutetsu Corporation, including the creation of their internal newsletters, logos for group companies, and signage for the factory stadium. This year, we were also responsible for developing the communication materials for their award-winning 60th-anniversary campaign.
Under the concept “These 10 Years” from 2014 to 2024, the ad captures Soutetsu’s evolution and future growth through the unique perspectives of each employee. The “60” in the anniversary logo was hand-drawn by those featured in the advertisement, representing both “each individual’s thoughts” and “the warmth of people.”
SOUTETSU 60th
https://infocusinc.com/projects/soutetsu-60th
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CREDIT
Anniversary Logo
CREATIVE DIRECTION : Atsushi Ishihara (ISHI Inc.)
ART DIRECTION / DESIGN : Tsubasa Tsukidate (IN FOCUS)
Newspaper Advertisement
CREATIVE DIRECTION : Atsushi Ishihara (ISHI Inc.)
COPY WRITING : Kana Koyama (uedake)
ART DIRECTION / DESIGN : Tsubasa Tsukidate (IN FOCUS)
PHOTOGRAPHY : Manami Takahashi