Summary

2007 . 9

夕張夫妻
Yubari-Fusai

Yubari City regains hope with a new motto, “There’s no money, but we have love.” This platform serves as the bedrock for transforming the city through a comprehensive public relations and promotional campaign.

Solution

Yubari believes that love is more valuable than money.
Yubari exists to bring hope to the citizens of Yubari during the city’s tough economic times.

Yubari City had been through a period of nothing, but disheartening news. Things looked terribly bleak for the city. The citizens of this debt-ridden city needed help in order to overcome adversity, and a way to take an optimistic step forward.

Focus, rather than look away from the well-known association of “Yubari=debt” by:
-tapping into the double meaning of fusai - Japanese for both ‘debt’ and ‘married couple.’
-In fact, Yubari has one of the least number of divorces in Japan, hence the city of happy married couples whom the Yubari Fusai embodies.
-leading to the motto “There’s no money, but we have love.”