Knight Leach Delaney is promoting Japan as an export location for UK
business in its first work for the Department of Trade and Industry
since winning the account last year.
The integrated campaign, for what the DTI is calling its ‘action Japan’
initiative, broke this week with national press ads and will run for two
months. The campaign tries to get across the idea that it is now easier
than ever before to do business with Japan.
The campaign comprises three executions. One sports a red light and the
line: ‘It doesn’t mean stop. It means go.’ Another depicts a red planet
with only a white Japan visible and the line ‘It isn’t another Planet.
Make Contact.’ And the third treatment shows a red parasol with the line
‘The climate’s changed. For the better’.
The ads were art directed by Karl Mather, and written by Simon Walker