"What Will Happen, Lakes?" "Can You Do It, Lakes?" Provocative Question Campaign Takes Over Shiga!

"What will happen, Lakes?" "Can you do it, Lakes?"

The Shiga Lakes, a professional basketball team in the B.LEAGUE, will begin displaying striking advertisement posters from June 12 (Fri.) at major train stations and commercial facilities across Shiga Prefecture. These posters feature powerful images of players roaring, overlaid with bold, intriguing copy that sparks curiosity about what’s unfolding.

This marks the largest PR initiative in the club’s history—an ambitious "Shiga Takeover" project aimed at building momentum ahead of the upcoming launch of "B.LEAGUE PREMIER (B Premier)," the new top-tier men’s professional basketball category set to debut this September. Featuring four poster designs with deliberately provocative taglines—"What will happen," "Can you do it," "This is intense," and "Seriously?"—the campaign seeks to ignite public curiosity, conveying a sense of transformation and urgency around the birth of B Premier.

By late June, advertisements and posters will be displayed at approximately 500 locations across the prefecture, including a massive billboard measuring up to 4 meters in height and 8 meters in width. The campaign aims to spread a palpable sense of anticipation and excitement throughout Shiga Prefecture, just three months before the B Premier season begins.

Concept and Background

The Shiga Lakes will join "B.LEAGUE PREMIER (B Premier)," the new pinnacle category of B.LEAGUE, launching in September 2024. Capitalizing on a transformative moment in Japanese basketball, the club aims to express the raw energy, tension, and passion of stepping into the unknown—using players’ fierce roars and bold, minimalist phrases centered around the keywords "B Premier," "basketball," and "Lakes."

Largest OOH (Out-of-Home) Advertising Rollout in Club History

Oh! Me Ōtsu Terrace

Display Period: From June 12 (Fri.)

Size: 2.7m (H) × 5.4m (W) (2 panels)

(Address: 14-30 Uchihama, Ōtsu City, Shiga)

JR Kusatsu Station West Exit

Display Period: From June 12 (Fri.)

Size: 1.1m (H) × 3.9m (W)

JR Yōsō Station South Exit Roundabout

Display Period: From June 12 (Fri.)

Size: 1.8m (H) × 1.8m (W)

JR Setta Station South Exit Roundabout

Display Period: From June 16 (Tue.)

Size: 2.6m (H) × 5.5m (W)

JR Zeze Station Interior

Display Period: From June 16 (Tue.)

Size: 2m (H) × 5m (W)

Tsukinowa Driving School (Billboard along JR tracks)

Display Period: From June 16 (Tue.)

Size: 4m (H) × 8m (W)

(Address: 1-6-1 Tsukinowa, Ōtsu City, Shiga)

Kusatsu Denki Co., Ltd. (Fence along National Route 8)

Display Period: Late June onwards (planned)

Size: 1m (H) × 5m (W)

(Address: 2-3-38 Higashikusatsu, Kusatsu City, Shiga)

Viva City Hikone

Display Period: Late June onwards (planned)

(Address: 43-1 Takeganemachi, Hikone City, Shiga)

Posters will also be displayed at municipal offices, local governments, and partner company locations.

B.LEAGUE PREMIER (B Premier)

B.LEAGUE PREMIER is a new top-tier domestic category born from structural reforms undertaken by "B.LEAGUE," Japan’s men’s professional basketball league, following its 10th anniversary season. With the goal of becoming the world’s second-best league after the NBA, the restructured league introduces systems to balance team competitiveness, broadening championship opportunities to more clubs than ever before. The inaugural season, launching this September, will feature 26 teams divided into Eastern and Western conferences. The Shiga Lakes will compete in the Western Conference, vying for titles in both the regular season and the championship.