The Mission to Connect / Mountain Day

NTT Docomo, the largest carrier in Japan, continues to power their network to secure connections 365 days a year, 24 hours a day. To convey this corporate commitment, the fact that base stations are being set up at the summits of Japan’s 100 famous mountains was utilized. A newspaper ad was created showing a huge-scale panoramic visual that elaborately connected the famous mountain-tops. This ad was inserted on Mountain Day, a national holiday that celebrates the beautiful mountains of Japan. The special 4-page spread could be used by mountaineers when shooting a photo to commemorate their ascent to the summit. The headline contained a # as a message to share the joy of reaching the summit.