An image change for the government owned subway09 November, 2011 by Chad
Since its rebranding as Tokyo Metro back in 2004, the city’s metropolitan subway has made great attempts to improve the company’s previous, less than favorable image. Japan’s sweetheart Miyazaki Aoi graced the subway stations for the longest time as part of “Tokyo Heart” and the campaign was continued by Aragaki Yui up until not too long ago.
Since May this year though, Tokyo Metro has been running a brand new campaign titled “Tokyo Wonderground”. It’s a more energetic and uplifting facelift, featuring fashion model Anne commuting to the tune of Tokyo Jihen’s “Brand New Civilization”.
Subway stations are now plastered with posters of the new Tokyo Wonderground branding and screens are set to play the more inspirational shrieks of Shiina Ringo. The video is a stark contrast to Tokyo Heart’s sentimental image, focusing instead on fast paced shots of people moving on with their busy, happy lives.
Considering the situation in Japan earlier this year, I guess someone figured that the previous artsy campaign was starting to look a little depressing.
The campaign posters are available as high resolution desktop wallpapers at the Tokyo Wonderground site.
Image by Tokyo Metro Co. Ltd.
Supermerlion's Webmaster and Editor-in-Chief. Singaporean Nikkeijin with over 12 years of experience in the media industry. Producer at a Japanese entertainment company. Former Web Developer, Graphic Designer, Multimedia Programmer, Manager and Consultant. Shoots with a Canon 5Dmk2 and Sony RX100-2.