description: With a debt of $330 million, Yubari City in Japan recently went bankrupt. Our mission? To transform Yubari's fortunes through publicity. We created the character couple "Yubari Fusai" ("Fusai" means "debt" and "married couple" in Japanese) and with a key message of "Yubari: a city with no money but love, "we sold" through PR - Yubari as a destination that warmly welcomes visitors. Media coverage of "Yubari Fusai" yielded over $1.5 million in advertising value, and $31 million was generated toward alleviating the city's debt.

awards: Cannes International Advertising Festivals Promo Grand Prix 2009
Cannes International Advertising Festivals PR PR Lion 2009

category: Film / TV / Cinema

market category: Government

client: Yubari Resort

brand/product: Resort Facilities

creative director: n/a

art director: Naoki Nishimura

copywriter: Masato Mitsudera

pro bono campaign: Yes