Hakuhodo Gravity and Hakuhodo Cabin Win Gold at 'The One Show 2026'
The 'CRAFTMAN, SHIPS' campaign for SHIPS' 50th anniversary, planned and produced by the 'CREATIVE SESSION' project team of Hakuhodo Gravity and Hakuhodo Cabin, won a Gold Pencil at 'The One Show 2026'.
📋 Article Processing Timeline
- 📰 Published: May 22, 2026 at 00:20
- 🔍 Collected: May 21, 2026 at 16:02
- 🤖 AI Analyzed: May 21, 2026 at 16:16 (14 min after Collected)
The 'CRAFTMAN, SHIPS' campaign, celebrating the 50th anniversary of SHIPS, led by the 'CREATIVE SESSION' project team consisting of Hakuhodo Gravity Inc. (HQ: Chiyoda-ku, Tokyo; President: Yasuyuki Kurohara) and Hakuhodo Cabin Inc. (HQ: Shibuya-ku, Tokyo; President: Motoya Sunouchi), has won a Gold Pencil at 'The One Show 2026' in the Design & Branding category, Craft/Animation category.
Following a gold award at the recent '2026 Clio Awards', this achievement marks a remarkable feat of winning gold at two of the three major global advertising awards.
The One Show, established in 1975 by the New York-based non-profit 'The One Club for Creativity', is one of the top three global advertising awards alongside the Cannes Lions and Clio Awards, highly regarded for its authority in evaluating creative ideas and execution quality in advertising, design, and digital marketing.
This campaign visualizes the unwavering 50-year stance of SHIPS, which has championed the 'Best Ordinary', through the statement 'Keep going as blue'.
Eschewing all digital processing, the production used canvas fabric—also used for ship sails—and iconic blue thread. By using embroidery, the origin of garment making, they breathed life into the brand, expressing the passion of loving clothes through the hands of skilled craftsmen. In an era where AI can generate videos in minutes, craftsmen spent 600 hours and 42.5km of thread to create hundreds of embroidery frames. By capturing the 'tremble' and 'texture' of the thread in stop-motion animation, they created 'a piece of clothing that moves,' surpassing simple video.
[Award Details]
■ Advertiser: SHIPS, 50th Anniversary Campaign 'CRAFTMAN, SHIPS'
■ Award: The One Show 2026
Gold Pencil: Design & Branding, Craft/Animation Category
■ Recipients
Creative Director: Ryo Hozoji (Hakuhodo Gravity)
Art Director: Kentaro Harano (Hakuhodo Cabin)
Copywriter: Koji Nozawa (Hakuhodo Cabin)
Producers: Yusuke Tabata (Hakuhodo Gravity) / Daichi Yanaginuma (Hakuhodo Cabin)
■ Production: Hakuhodo Cabin
Following a gold award at the recent '2026 Clio Awards', this achievement marks a remarkable feat of winning gold at two of the three major global advertising awards.
The One Show, established in 1975 by the New York-based non-profit 'The One Club for Creativity', is one of the top three global advertising awards alongside the Cannes Lions and Clio Awards, highly regarded for its authority in evaluating creative ideas and execution quality in advertising, design, and digital marketing.
This campaign visualizes the unwavering 50-year stance of SHIPS, which has championed the 'Best Ordinary', through the statement 'Keep going as blue'.
Eschewing all digital processing, the production used canvas fabric—also used for ship sails—and iconic blue thread. By using embroidery, the origin of garment making, they breathed life into the brand, expressing the passion of loving clothes through the hands of skilled craftsmen. In an era where AI can generate videos in minutes, craftsmen spent 600 hours and 42.5km of thread to create hundreds of embroidery frames. By capturing the 'tremble' and 'texture' of the thread in stop-motion animation, they created 'a piece of clothing that moves,' surpassing simple video.
[Award Details]
■ Advertiser: SHIPS, 50th Anniversary Campaign 'CRAFTMAN, SHIPS'
■ Award: The One Show 2026
Gold Pencil: Design & Branding, Craft/Animation Category
■ Recipients
Creative Director: Ryo Hozoji (Hakuhodo Gravity)
Art Director: Kentaro Harano (Hakuhodo Cabin)
Copywriter: Koji Nozawa (Hakuhodo Cabin)
Producers: Yusuke Tabata (Hakuhodo Gravity) / Daichi Yanaginuma (Hakuhodo Cabin)
■ Production: Hakuhodo Cabin
FAQ
What was highly rated in the CRAFTMAN, SHIPS campaign?
The overwhelming craftsmanship of the stop-motion animation using embroidery, which took 600 hours to produce, was highly acclaimed.
What are the world's top three advertising awards?
They refer to Cannes Lions, Clio Awards, and The One Show, which are the most prestigious authorities in the fields of advertising, design, and digital marketing.
Why is this campaign attracting attention?
It is because expressing the essence of fashion through analog methods that deliberately take time and effort, in a time when AI-generated images are mainstream, is considered innovative.