Collecting woodcut stamps from travel destinations is a tradition in Japan. Dentsu channeled that custom in a colorful, design-driven 150th-anniversary campaign for Japan Railway that won the Industry Craft Grand Prix at the Cannes Lions International Festival of Creativity on Tuesday.
The “My Japan Railway” campaign involved creating stamps for every railway station across the country, which had the effect of gamifying travel. People started collecting the stamps, and in the process reconnected with the railway and the destinations it serves.