The Yusaku Kamekura Meme: From the Tokyo Olympics to Monster Strike

Monster Strike Kaekura memem
The Monster Strike mobile game ad in the Yamanote train in June, 2017.

I was on the Yamanote Line train when I looked up to see all in-car advertisements devoted to Japan’s #1 best-selling mobile game from 2016 – Monster Strike. I usually don’t care about mobile games, but the ad immediately caught my attention – animals in mid-stride racing together, on a dark black background.

It is exactly the same concept as the second of designer Yusaku Kamekura‘s poster in 1962, marketing the 1964 Tokyo Olympics to come.

Kamekura emblem design_2

That same evening, I see a television commercial for a logistics company called Kuroneko Yamato, with nearly the exact same design concept. Kuroneko means “black cat”, so with a black cat leading five Kuroneko transportation men in a sprint, they put the bodies in action on a yellow background instead. And yet the nod to Kamekura’s poster design is unmistakable.

Kuro Neko Shinka
Kuroneko Takkyubin Ad

After Kamekura settled on a design for their second Tokyo Olympics poster (click here to see the first design that won Kamekura the Olympic account), he assigned Osamu Hayasaki as the photographer, and Jo Murakoshi as the director of the project. The idea was to employ photography for the second photo, instead of the mainstream use of illustrations.

Their idea must have been to capture the idea of speed and power, so they arranged to have men from the US Military (from the airbase in Tachikawa as I believe someone once told me) dress in track gear, and move as if exploding from starting blocks. As this site explains, they employed four photographers to snap a shot of the runners in motion, in the dark, pressing the shutter button just as they flashed strobe lights.

It is said that it took over 80 takes to get just the right balance for that poster.

And over 50 years later, this meme lives on.

Rio Closing Ceremony_3
From the 2016 Rio Olympics closing ceremony video tribute to Tokyo 2020