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World Judo Championship 2010 Tournament Logo/Promotion

(All Japan Judo Federation)
For the first World Judo Championship to be held in Tokyo in 52 years, in order to attract modern youths with no previous interest in the sport, we staged a judo-themed takeover of the youth culture center of Shibuya. The dressing up of Shibuya’s iconic Hachiko statue in a judo gi received significant discussion on online message boards and other social media. In addition, we created the world’s largest judo gi, confirmed by Guinness World Records, as the tournament’s PR symbol.
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