#Japan #Tokyo #LIFT #Nexco Maintenance #Tokyo Design Arts

Nexco Maintenance Kanto's Recruitment Video Shines

Nexco Maintenance Kanto, a publicly trusted infrastructure maintenance company in Japan, recently received prestigious recognition in the realm of business advertising. Their recruitment video titled “Work on Express Highways (Field Edition)” has been awarded the Bronze Prize at the 47th Japan BtoB Advertising Awards. This award recognizes the company’s innovative approach to communicating the significance of highway maintenance and the dedication of its workforce in a compelling format.

Produced in collaboration with Tokyo Design Arts and Lift, this video aims to transform the often misunderstood perceptions surrounding the infrastructure maintenance industry. The goal was to portray the real-life experiences of their employees, focusing on their pride in providing a critical service that ensures the safety of the public. Shoma Nebashi, the Assistant Manager of the Planning Department at Nexco Maintenance Kanto, shared insights about the project's inception, emphasizing the importance of authentic representation of their workforce. He stated that the project began with the fundamental question of how to best convey the inner pride and personality of their young employees.

Behind the Scenes of the Award-Winning Video

The development of the video involved capturing the authentic essence of the employees who work tirelessly on the front lines, maintaining Japan’s express highways year-round. By depicting their genuine expressions, dedication, and camaraderie during both work and leisure, the video aims to break the stereotypes often associated with the job. It highlights not only the demanding nature of the work—such as road repairs and snow management—but also the close-knit relationships fostered among team members.

Through a heartfelt and relatable documentary style, the video resonates with potential applicants, showcasing what working in highway maintenance truly entails. The focus on the employees' perseverance and commitment to their roles shines a light on the emotional reward of working in this field. Each scene paints a vivid picture of their day-to-day operations, instilling a sense of pride in the audience.

The project not only highlights the important work done by the company but also aims to inspire a new generation of workers by celebrating the values of teamwork and responsibility. The emotional depth and authenticity of the young employees' narratives bring a human touch to a sector that often struggles to attract new talent.

The Significance of the Award

The Japan BtoB Advertising Awards, initiated in 1980, aims to promote and recognize outstanding works in the business-to-business advertising sector. The awards focus on how well advertising can facilitate communication between businesses and their audiences. By winning this award, Nexco Maintenance Kanto validates its efforts in utilizing thoughtful and creative content to engage potential recruits and demonstrate the value of their work in society.

Ryohei Komai, the producer at Tokyo Design Arts, expressed that they effectively managed to encapsulate the strength and connections formed within the team at Nexco Maintenance Kanto, reflecting on the motto, “Never take returning home safely for granted.” This assertion emphasizes the intense dedication of employees who believe “if I don’t do my job, the highways will come to a halt.” The work that goes into the video not only tells the story of Nexco’s operations but highlights the pride and responsibility that define its corporate culture.

Conclusion

As Nexco Maintenance Kanto continues to expand its initiatives to attract new talent, this award serves as a powerful testament to their innovative strategies and dedicated workforce. By effectively connecting with viewers through real narratives, their recruitment video not only stands out in the competitive BtoB advertising landscape but also strengthens the future of the highway maintenance profession.

In recognition of this achievement, you can watch the award-winning video here.