TIAT is Tokyo’s international airport. Though its facilities are first class and housed in a state of the art facility, its staff lacked unity. They came from an array of contractors and remained locked in silos with little interaction. “WE ARE TOKYO” showed them that they are part of a single, beautifully coordinated system that works as smoothly and flawlessly as Tokyo itself. The megaphone-like treatment, supported by proud personal declarations, encouraged a culture traditionally seen as reticent to step up boldly to proclaim that each employee is a brand ambassador for the city they represent: one team, one TIAT, one Tokyo.