Tokyo Metropolitan Government · Japan · 2025Experiential · Events & Sponsorship · Design & Packaging
Cheer Signs.
A visual cheering system made audience support visible to deaf athletes at the Deaflympics centenary.
- Brand
- Tokyo Metropolitan Government
- Agency
- TBWA\HAKUHODO
- Market
- Japan
- Region
- Global
- Year
- 2025
The challenge
Conventional cheering relies on sound, limiting how deaf athletes can experience encouragement from a crowd.
The idea
TBWA\HAKUHODO developed Cheer Signs with deaf athletes and community members, alongside Tokyo Metropolitan Government, 5005 and the NHK Group. The project created a shared visual way for spectators to express their support.
Case study source: TBWA\HAKUHODO Source ↗
Awards
- Mad Stars 2026Entertainment for Sports StarsGrand Prix
Credits
- Client
- Tokyo Metropolitan Government
- Project partner
- 5005 inc.
- Project partner
- NHK Group
- Chief Creative Officer
- Takahiro Hosoda
- Creative Director
- Suguru Kato
- Art Director
- Katsuya Arai
- Copywriter
- Kei Hirasa
- Director
- Nobuyuki Yamatsu
