PR is a job that moves the present and creates the “future and past”! A report from the award ceremony of Japan’s most prestigious PR award, the “PR Award Grand Prix 2020.”

Hello. This is O from the Public Relations Group in the President’s Office.

In this blog post, I would like to share the highlights of the “PR Award Grand Prix 2020 Award Ceremony” held recently.

The “PR Award Grand Prix” is a PR award program hosted by the Japan Public Relations Association (PRSJ) to recognize outstanding public relations and communication activities that have achieved exceptional results.

In recent years, as the concept of “Public Relations” has gained global importance, various companies and organizations have applied, transcending the boundaries between corporations and agencies (PR/advertising firms). With an emphasis on selection by professionals in the PR and communications field, it is known as the most prestigious PR award in Japan.

SUNNY SIDE UP also submitted entries, and a total of three projects—our own “NIHONMONO Project,” as well as “Avatar Robot Cafe DAWN ver.β” and “Shoulder-Mounted Police Officer: Mamotte Tote”—successfully won Silver awards!

The project teams that won Grand Prix and Silver awards gathered for the “PR Award Grand Prix 2020 Award Ceremony.” However, as a measure against the recent COVID-19 pandemic, the entire event was streamed online. Each team gave their presentation at the venue without a live audience.

Introducing the SUNNY SIDE UP members who attended the ceremony.

On the left is Saki Masuno from Sports Division 3, Public Relations Business Headquarters, who worked on the PR for the “NIHONMONO Project.” On the right is Masaya Uchida from Sports Division 3, Public Relations Business Headquarters, who worked on the PR for “Avatar Robot Cafe DAWN ver.β.” Both proudly posed for commemorative photos.

Although they could not attend the ceremony on the day, Masami Shimamura from Sports Division 3 was also in charge of “Avatar Robot Cafe DAWN ver.β.” For “Shoulder-Mounted Police Officer: Mamotte Tote,” Akiko Arai and Anri Ishihara from Division 1 of the Public Relations Business Headquarters were involved in the PR.

■ Projects that created changes in awareness and behavior across society

This year, two projects were selected for the “Grand Prix” and seven for the “Silver” award from a total of 79 entries. The three projects won by SUNNY SIDE UP were recognized for encouraging changes in awareness and behavior throughout society and for discovering new possibilities in public relations.

The following are introductions to each project.

・NIHONMONO Project
Entering Company: SUNNY SIDE UP Inc.
Project Owner: SUNNY SIDE UP Inc.

The traditional cultural industry has long existed within the economic sphere of local commerce, based on the fixed notion that “it is natural for people to know about us.” At this rate, there was a risk that the industry itself would decline before the full appeal of traditional culture could be communicated. Coupled with the COVID-19 pandemic, there was an urgent need to reform the “mechanism for disseminating information from the traditional cultural industry.”

This project was born from that need. By using the power of public relations to connect the “creators” of authentic Japanese products with the “seekers,” we revitalized the economic cycle of the traditional cultural industry and built a system for the development of the entire industry.

・Avatar Robot Cafe DAWN ver.β
Entering Companies: ADK Creative One Inc. / SUNNY SIDE UP Inc.
Project Owner: Ory Laboratory Inc.

“Avatar Robot Cafe DAWN ver.β 2.0,” where individuals who have difficulty going out due to intractable diseases or severe disabilities serve customers by operating avatar robots, was launched in Tokyo for a limited time in October 2019.

The project garnered significant attention for widely disseminating the message of “eliminating human loneliness through communication technology,” as advocated by Ory Laboratory Inc., which spearheads the project.

It was a project that showcased “new ways of working and living” for the future.

・Protect Children from Traffic Accidents: Shoulder-Mounted Police Officer “Mamotte Tote”
Entering Company: Hakuhodo Inc.
Project Owner: Honda Motor Co., Ltd.

Under the slogan “Safety for Everyone,” Honda aims for a society where everyone using the road can live in peace. Thinking about “safety” not just from the perspective of the car itself but from various angles, Honda created the “Mamotte Tote” shoulder bag in the hope of contributing even slightly to children’s traffic safety.

The “Mamotte Tote” focuses on the psychological effect where drivers are startled and slow down when they see a police officer’s uniform glowing in the dark. It features “reflective material” that glows when hit by car headlights, using the motif of a police officer’s uniform. The hope is that it will become a presence that watches over children, just like a real police officer.

■ PR is a job that moves the present and creates the “future and past”!

In closing.

2020 was truly a turning point in time. In a movie I saw recently, there was a line that said, “The future creates the past.” Even if we cannot change the events of the past that have already occurred, the way the past is perceived and its significance can change depending on the future we choose to walk.

PR is a profession that has the power to change perceptions, existence, and eventually the world by changing how the spotlight is shone on various people, things, and events. It is nothing less than a job that looks back correctly at the past, moves the present, and envisions the future. Believing in the power of PR, the SUNNY SIDE UP GROUP will continue to share the “fun commotions” we create in 2021.

No matter how painful or difficult things may be, as long as we keep moving forward, we should be able to change any “past.” In this day and age, perhaps the most important thing is to loudly and proudly declare, “This is the kind of future I want to create!” If you want to realize that future through PR, please feel free to contact our group (laughs). https://www.ssu.co.jp/contact/

May the year 2021 be a series of “SUNNY DAYS” filled with smiles for all our readers. With this small prayer, I will conclude this year’s writing. Thank you very much for reading until the end!

Let’s have fun, and the future changes the past.