Unpacking the Creative Vision Behind “JINS 30min Night Walk”​

Ichiro Hara, Creative Director at LENS, was invited to speak at the “Promotional Marketing Award 2024 Winners Seminar,” hosted by the Japan Promotional Marketing Association.​
This online seminar spotlighted real-world promotional case studies, offering a platform for industry professionals to share the strategic thinking and creative insights behind award-winning campaigns.​

Among the three standout projects selected for this year’s session was JINS 30min Night Walk, a campaign directed by Hara.​
The project received the Gold Award in the Area Promotion Planning category at the inaugural JPM Promotional Marketing Award 2024. It was recognized for its innovative approach in transforming the wait time during eyeglass production into an immersive walking experience around town—aimed especially at international tourists. The campaign also stood out for its seamless integration of local store collaboration and experiential storytelling.​

In the seminar, Hara shared the journey behind the idea: how it came to life, the process of bringing it into the real world, and the creative strategies that shaped it.​
More than just a sales promotion, the initiative redefined what promotions can be—creating new travel motivations for visitors to Japan and pushing the boundaries of conventional marketing.​

For further details on the award and the project itself, please see the release below:
https://www.scope-inc.co.jp/wp-content/uploads/jpmaward_release.pdf​