The "Shinfuro" campaign by Oita, produced in 2015 and centered on Japan’s renowned hot springs, positions the brand as a destination offering a uniquely immersive and world-class hot spring experience. By blending the unexpected element of professional synchronized swimming with the region’s natural onsen environment, Oita elevates its traditional appeal into a striking visual narrative that underscores both the authenticity and the exceptional quality of its hot springs. The campaign’s core proposition is to present Oita not merely as a place to visit, but as a site where culture, leisure, and extraordinary experiences intersect, thereby inviting a broad audience to engage emotionally and imaginatively with the destination.
Strategically, the campaign leverages the cultural prestige of Japanese synchronized swimming, a respected and visually captivating sport, to create a memorable and distinctive association with Oita’s hot springs. This creative angle serves to amplify the sensory and aesthetic appeal of the region’s natural assets, positioning onsen bathing as both an art form and a lifestyle experience beyond conventional expectations. The choice to feature a professional team led by a former national athlete adds credibility and heightens aspirational value, appealing to both domestic and international viewers with an interest in culture, wellness, and travel innovation. The campaign’s narrative format, paired with multilingual subtitles and a high-quality film medium, targets discerning travelers who seek authenticity and novelty. In doing so, it addresses the challenge of differentiating Japan’s many hot spring destinations by emphasizing Oita’s top-ranking onsen status and world-level hospitality, driving curiosity and desire through an unexpected, culturally rich spectacle.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign unmistakably uses a parody/borrowed format by staging professional synchronized swimming—an Olympic sport—inside Japanese hot springs (onsen), a globally recognizable aspect of Oita’s local culture. The title “SHINFURO” plays on words (“Shin”+“Furo”, or “New Bath”), and the core device is the entertaining, over-the-top appropriation of the synchronized swimming genre within an unexpected onsen setting. There’s no explicit story arc, problem/solution, user testimonial, or direct product demonstration; instead, the appeal and memorability derive from parodying a familiar sports spectacle inside the hot spring context, exaggerating Oita’s “hot spring prefecture” personality in an unforgettable, humorous way. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. JR Kyushu – Market Positioning
JR Kyushu leverages its extensive rail network across Kyushu Island, emphasizing convenience and connectivity for both local commuters and tourists. It highlights scenic routes, such as the limited express trains with luxurious amenities, positioning itself as a gateway to regional exploration and cultural experiences, blending transport with leisure travel.
2. ANA (All Nippon Airways) – Market Positioning
ANA differentiates itself with a reputation for safety, punctuality, and premium service in domestic and international air travel. It targets both business and leisure travelers, promoting seamless connectivity to regional destinations like Oita while emphasizing comfort, technology, and loyalty programs.
3. Nippon Express – Market Positioning
Nippon Express focuses on integrated logistics and transport services across Japan, including passenger transport through affiliated services. Its strategic angle is reliability and extensive reach, positioning itself as a backbone for both passenger and freight mobility within the travel and transport ecosystem.
4. JapanTaxi – Market Positioning
JapanTaxi has positioned itself as Japan’s leading taxi-hailing app, offering convenience, accessibility, and seamless digital booking. It targets urban travelers requiring flexible, on-demand transport solutions, integrating technology to enhance user experience in the travel and leisure sector.
5. Oita Kotsu – Market Positioning
Oita Kotsu operates local bus and transport services within Oita Prefecture, stressing community connectivity and ease of access to regional attractions. It appeals mainly to domestic travelers prioritizing affordability and local cultural immersion through reliable and frequent transit options.
Q: What is Shinfuro about?
A: Shinfuro is a professional campaign launched in Japan in 2015 for the brand Oita, created by the agency Nishiko. The campaign is centered on promoting Oita Prefecture’s renowned hot springs through an innovative film featuring a team of Japanese professional synchronized swimmers, led by a former national athlete, performing an elaborate routine in the natural onsen environment. The film was produced with special permission due to strict regulations against swimming in hot springs, and it aims to elevate Oita’s image as a world-class hot spring destination by blending athletic spectacle with the region’s unique spa culture.
Q: What creative device does Shinfuro use?
A: Shinfuro employs FORMAT#12 PARODY OR BORROWED FORMAT, as classified by Clapboard’s 12-format taxonomy. The campaign stages an Olympic-level synchronized swimming performance inside traditional Japanese hot springs, parodying the familiar sports spectacle by placing it in an unexpected, culturally iconic setting. This creative device leverages the visual language and choreography of professional synchronized swimming, humorously appropriated within the onsen context, to create a memorable and entertaining brand narrative that exaggerates Oita’s identity as Japan’s “hot spring prefecture.”
Q: What is the campaign proposition for Shinfuro?
A: The campaign proposition for Shinfuro positions Oita as a destination where culture, leisure, and extraordinary experiences converge, targeting both domestic and international travelers seeking authenticity and novelty. By showcasing professional synchronized swimmers in the region’s natural hot springs, Oita communicates its status as Japan’s premier onsen destination, emphasizing world-class hospitality and the unique sensory appeal of its spa culture. The campaign’s strategic intent is to differentiate Oita from other hot spring locales by presenting onsen bathing as an art form and a lifestyle experience, thereby inviting a broad audience to engage emotionally and imaginatively with the region.
Q: How does Shinfuro rank in Clapboard's archive?
A: Shinfuro holds a Clapboard Campaign Score of 86/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the travel and leisure sector.
Q: Who are the competitors in Oita's category?
A: In the travel and leisure market, Oita competes with brands such as JR Kyushu, which emphasizes convenience and scenic rail connectivity across Kyushu Island; ANA (All Nippon Airways), known for its premium air travel service and seamless regional access; Nippon Express, which focuses on integrated logistics and reliable passenger transport; JapanTaxi, offering flexible, tech-driven taxi solutions for urban travelers; and Oita Kotsu, which provides accessible local bus services that connect travelers to regional attractions and cultural experiences within Oita Prefecture.
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