Japan BtoB Advertising Awards Top Prize goes to Nichireki's newspaper advertisement “Under the Wheel” and other motifs – AdverTimes. (Adtai) by Sendenkaigi

The results of the 45th Japan BtoB Advertising Awards, sponsored by the Japan BtoB Advertising Association, were announced on May 23rd. The highest award, the Minister of Economy, Trade and Industry Award, went to the series of advertisements “Under the Wheels” and “Noah's Bridges” (produced by Nihon Keizai Publishing) by Nichireki, a manufacturer of road paving materials.

Nichireki's advertisement “Under the Wheels”.

Same here as “Noah's Bridge”.

The series was published by Nichireki in the Nihon Keizai Shimbun on July 25 and August 2, 2023. Through stories such as “Under the Wheel” (by Hermann Hesse) and “Noah's Plane” which appears in the sixth chapter of Genesis in the Old Testament, the series expresses the company's corporate stance of contributing to the realization of a safe, secure and sustainable society. This series also won the Grand Prize at the 72nd Nikkei Advertising Awards.

The Japan BtoB Advertising Awards began in 1980. This time, applications were accepted in 17 categories for BtoB communication tools created and published between April 1, 2023 and March 31, 2024, and 456 entries were judged.