Campaign Diaries
The Emotional JR Kyushu’s ‘Phantom CM’ Delivers a Support Message to the Disaster Areas of the Kumamoto Earthquake
Source: https://www.advertimes.com/20260731/article552487/
Goal: Support the recovery of Kumamoto and uplift the spirits of its people.
Claim: Let's do our best, Kumamoto! Let's do our best, Kyushu!
Media: YouTube, Social Media
Summary: A campaign by JR Kyushu resurfaced a previously discontinued commercial, originally created to celebrate the opening of the Kyushu Shinkansen, to support the people affected by the Kumamoto earthquake. The CM, which was never fully aired due to the 2011 Tohoku earthquake, has since provided hope and encouragement during times of crisis, with positive reactions shared widely on social media. In March, JR Kyushu released the CM on YouTube to remind those familiar with it and to attract new audiences.
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