SUB CATEGORY :

BEST USE OF PRINT

COMPANY ENTERING :

FRONTAGE INC., TOKYO

ENTRY TITLE :

THE GREAT REMINDER ABOUT MOTHERS' DAY.

BRAND :

SHINANO MAINICHI NEWSPAPER

ADVERTISER :

SHINANO MAINICHI NEWSPAPER

AGENCY :

FRONTAGE INC., TOKYO

CREATIVE DIRECTOR :

SHIRO UESHIMA

COPYWRITER :

YUKI ASAI

ART DIRECTOR :

AKIRA KANO

ACCOUNT EXECUTIVE :

NAOHIRO UTSUMI/MASAHARU TAKEDAGAWA (DENTSU INC.)

AGENCY PRODUCER :

KYOKO EBE

PRINT PRODUCTION COMPANY :

DODO DESIGN, TOKYO

PHOTOGRAPHER :

TAKUO ITAYAMA (STUDIO GMAC)

DESIGNER :

MINORU DODO/RYOHEI TANAKA

FLOWER ARTIST :

SAYAKA IMAIZUMI (MY'S)

THE BRIEF :

SHINANO MAINICHI NEWSPAPER WANTED TO STRENGTHEN THE ENGAGEMENT WITH ITS READERS.

THE STRATEGY :

WE THOUGHT THAT NEWSPAPER IS THE BEST MEDIA TO REMIND PEOPLE OF IMPORTANT DAY. WE SELECTED MOTHERS' DAY AS RESEARCH SHOWS THAT ONLY 27% OF PEOPLE REMEMBER IT FALLS ON THE 2ND SUNDAY OF MAY. MOREOVER, ALTHOUGH 70% OF PEOPLE THINK ABOUT GIVING FLOWERS, MOST OF THE TIME WHEN THEY GET AROUND TO IT, THE DAY IS PAST. (CREATIVE SURVEY 2016) BY REMINDING PEOPLE OF ONE OF THE MOST IMPORTANT DAY OF THE YEAR, MOTHERS' DAY AND CONNECT FAMILIES TOGETHER, WE CHALLENGED TO STRENGTHEN THE ENGAGEMENT WITH ITS READERS.

THE EXECUTION :

WE DID 3 THINGS ON MOTHERS' DAY. 1. WE TOOK THE 140 YEAR OLD NEWSPAPER TITLE AND REPLACED ONE CHARACTER WITH SIMILAR ONE TO CHANGE FROM “SHINANO EVERY DAY NEWSPAPER” TO “SHINANO MOTHERS’ DAY NEWSPAPER”. 2. WE FILLED THE PAGES OF NEWSPAPER WITH OVER 8,000 CARNATIONS. 3. WE PRINTED A VERY SPECIAL CARNATION. WHEN A READER TAKES A PICTURE WITH A SMART PHONE, IT COMES ALIVE.

THE RESULT :

440,000 NEWSPAPER CARNATIONS DELIVERED THAT MORNING RESONATED WITH MANY PEOPLE. MOST OF FEEDBACKS WE RECEIVED WERE HAND WRITTEN LETTERS, NOT TEXT MESSAGES. THE PROJECT WAS ALSO COVERED BY VARIOUS MEDIA. ALTHOUGH WE DID NOT USE ANY OF LATEST TECHNOLOGIES, THESE VIRTUAL CARNATIONS REACHED THE HEART OF MANY MOTHERS AND CONNECTED FAMILIES.