Innovative Hiragana Advertising by Consallink on Osaka Metro's Ceiling Handles

A New Type of Advertising Campaign by Consallink

In an innovative advertising move, Consallink Co., Ltd. will take over the ceiling handles of Osaka Metro's Midosuji Line for one full year starting December 2025. With their advertisement boldly displayed in hiragana as "こんさるりんく," the campaign seeks to spark curiosity rather than push a conventional marketing agenda. This decision highlights a shift in advertising strategies that focus on being memorable rather than overtly promotional.

Why Ceiling Handles?

The Midosuji Line is a vital artery in Osaka, frequented by commuters navigating their daily lives. Consallink aimed to create an advertisment that wouldn't merely be understood at first glance; instead, they wanted it to linger in the minds of passersby. The question, "What is this?" or a simple, “I wonder,” is the essence of the engagement they hope to achieve. This subtle approach aims to provoke thought and discussion, placing the brand in the “peripheral vision” of daily commuters.

Emphasizing Hiragana and Minimalism

Unlike traditional advertisements that overload viewers with information and corporate catchphrases, Consallink’s ad features only their name in hiragana. This minimalist strategy invites viewers to question, "What is Consallink?" without being bogged down by pre-packaged explanations. They intentionally stripped away assertive advertising elements to present a clean and inquisitive invitation for further exploration.

Choosing the font was another crucial aspect. The team explored numerous hiragana fonts but found that they all retained a corporate look that didn't resonate. Ultimately, they opted for a handwritten typeface created by the founder's nephew, which strikes a balance between imperfect and intriguing. This choice emphasizes personal touch over perfection. The design philosophy is centered around the idea that being thought-provoking holds greater value than being traditionally beautiful.

Not Your Typical “Look-at-Me” Advertisement

Contrary to conventional advertisements that aim to amplify a brand’s presence, Consallink’s initiative does not seek to portray themselves as larger-than-life. There is no service promotion or recruitment advertisement here; rather, the goal is simple—they want to be a quiet part of the urban setting. The idea is that a casual glance during a commute could lead to thoughts of Consallink days later, nurturing a more thoughtful and organic relationship with the public.

Campaign Overview

- Target Line: Osaka Metro Midosuji Line
- Campaign Duration: December 20, 2025, to December 19, 2026

Details surrounding the specific trains and their operating schedules remain undisclosed. Travelers are asked to refrain from contacting railway staff for information regarding this campaign and to note that schedules might change without prior notification. Additionally, passengers are encouraged to observe proper etiquette regarding mobile phone use onboard the trains.

About Consallink

Founded in December 2017 and headquartered in Osaka, Consallink specializes in IT consulting, system development, and web design. Under the leadership of CEO Yuudai Nakao, the company is committed to innovative solutions that effectively combine technology and creativity.

For further insights about Consallink, you can visit their official website: Consallink and explore more about their vision through their social media channels:

This campaign not only exemplifies a new way of thinking about advertising in urban areas but also showcases how creativity can emerge even from commonplace elements in our daily lives.