SUB CATEGORY :

EXHIBITIONS AND INSTALLATIONS

COMPANY ENTERING :

DENTSU INC., TOKYO

TITLE :

GREAT FAILURE

BRAND :

FROEBEL-KAN CO., LTD.

ADVERTISER :

FROEBEL-KAN CO., LTD.

AGENCY :

DENTSU INC., TOKYO

EXECUTIVE CREATIVE DIRECTOR :

RYO HONDA (FREELANCE)/YASUHARU SASAKI

CREATIVE DIRECTOR :

YUSUKE SHIMANO/TOMOKO KATO/RUNA OYAMADA (CLIENT)

COPYWRITER :

TAKUYA FUJITA

ART DIRECTOR :

YUSUKE IMAI

STRATEGIC PLANNING MANAGER :

TATSUHIRO NAGASHIMA

STRATEGIC PLANNER :

YUKI TAKAHIKO

MARKETING COMMUNICATION MANAGER :

MASASHI ARAKI

MEDIA AGENCY :

DENTSU INC., TOKYO

MEDIA PLANNING DIRECTOR :

YUSUKE SHIMANO

MEDIA PLANNER :

MASASHI ARAKI

FILM PRODUCTION COMPANY :

BBMEDIA INC., TOKYO

DIRECTOR :

SATOMI TAKAHASHI

CINEMATOGRAPHER :

YUTAKA KOCHI (FREELANCE)

EXECUTIVE PRODUCER :

TAKAO OYAMA

FILM PRODUCER :

MASATO YOSHIKAWA

OTHER FILM PRODUCTION CREDITS :

TAKUYA KANDA/WATARU HAYASHISHITA/TAKUMA OHYA/
KEISUKE YOSHIDA/MASAO FUJIYAMA

SOUND PRODUCTION COMPANY :

TYO TECHNICAL RANCH INC., TOKYO

MUSIC COMPOSER :

TAKASHI TSUZUKI (FREELANCE)

OTHER SOUND PRODUCTION CREDITS :

TAKAKI KATO

PRINT PRODUCTION COMPANY :

DENTSU CREATIVE X INC., TOKYO

DESIGNER :

NAKAZAWA SHUN/KITAURA SOTA/IMAMURA KEISUKE/
NISHIZAWA SHINO/SAHODA RINA

CAMPAIGN SUMMARY :

IN CURRENT JAPAN, EXAMINATION ORDEAL IS GETTING OVERHEAT AND AGE LOWERING IS SPEEDING UP. ALTHOUGH BIRTH RATES ARE DECLINING, THE NUMBERS OF STUDENTS ENTERING CRAM SCHOOLS ARE INCREASING. IN THE PAST 20 YEARS, THE NUMBER OF CRAM SCHOOL STUDENTS UNDER THE AGE OF 5 HAS INCREASED 1.2 TIMES. IN THE BACKGROUND, ACADEMIC CREDENTIALISM REMAINS DEEPLY ROOTED IN JAPAN. BESIDES, THIS MATTER IS CAUSED NOT ONLY IN JAPAN, BUT ALL OVER THE WORLD. FROEBEL-KAN, THE BRAND THAT HAS STOOD CLOSE TO CHILDREN’S GROWTH THROUGH PRODUCING PICTURE BOOKS AND EDUCATIONAL TOYS SINCE 1907, WAS DEEPLY CONCERNED TO THIS SITUATION THAT EXAMINATION ORDEAL DEPRIVES THE CREATIVITY OF A CHILD. IN RESPONSE TO THIS TENDENCY, FROEBEL-KAN, THE BRAND THAT HAS STOOD CLOSE TO CHILDREN’S GROWTH THROUGH PRODUCING PICTURE BOOKS AND EDUCATIONAL TOYS SINCE 1907, DECIDED TO LAUNCH A PROJECT, "GREAT FAILURE". THEY APPLAUD CHILDREN’S CREATIVE ANSWERS WHICH WOULD NORMALLY BE INCORRECT. AT FIRST, GATHERED ACTUAL ANSWER SHEETS FROM ALL OVER JAPAN, THEN ORGANIZED THE CREATIVE GALLERY. THIS PROJECT CREATED HUGE IMPACT ON MEDIA IN JAPAN. HEREWITH, CONTROVERSY OF CHILDREN’S CREATIVITY CAUSED WITHIN JAPAN. FINALLY, SOME PUBLIC PRIMARY SCHOOL PARTICIPATE THIS PROJECT, AND CREATE SOCIAL CHANGE.
･MEDIA PUBLICITY 3 TV PROGRAMS / 3 NEWSPAPERS / 1 RADIO PROGRAM / 107 WEB SITES (STATEMENT QUOTE) "A HINT FOR AN AGE COUNTERING AI LIES IN THE ABOUNDING AMOUNT OF FAILURE" - NIGATA-NIPPO "JAPANESE SHOULD ENJOY MAKING MISTAKES" - NHK ･QUESTIONNAIRE SURVEY 「PROGRAM HAS ORIGINALITY」98% 「FELT THE GREATNESS OF CHILD’S CREATIVITY」99% 「DECIDE TO ACKNOWLEDGE CHILD’S CREATIVITY」98% 「FAVOURABLE IMPRESSION TO THE BRAND」94.8% ･SUSTAINABILITY AN ORIGINAL BOOK WHICH INCORPORATES "CREATIVE TEST" AND "GREAT ANSWER" IS SCHEDULED TO BE PUBLISHED. IT WILL BE UTILIZED AS A TEACHING MATERIAL FOR CHILDREN IN JAPAN.

THE BRIEF :

RECENTLY IN ASIA, EXAMINATION ORDEAL IS GETTING OVERHEAT. EVEN SUICIDE HAS CAUSED BY THIS PROBLEM. IN RESPONSE TO THIS TENDENCY, FROEBEL-KAN, THE BRAND THAT HAS STOOD CLOSE TO CHILDREN’S GROWTH THROUGH PRODUCING PICTURE BOOKS AND EDUCATIONAL TOYS SINCE 1907, DECIDED TO LAUNCH A PROJECT, "GREAT FAILURE". THEY APPLAUD CHILDREN’S CREATIVE ANSWERS WHICH WOULD NORMALLY BE INCORRECT. AT FIRST, GATHERED ACTUAL ANSWER SHEETS FROM ALL OVER JAPAN, THEN ORGANIZED THE CREATIVE GALLERY. THIS PROJECT CREATED HUGE IMPACT ON MEDIA IN JAPAN. HEREWITH, CONTROVERSY OF CHILDREN’S CREATIVITY CAUSED WITHIN JAPAN. FINALLY, SOME PUBLIC PRIMARY SCHOOL PARTICIPATE THIS PROJECT,
AND CREATE SOCIAL CHANGE.

THE STRATEGY :

MAIN-TARGETS ARE EDUCATORS AND PARENTS. SUB-TARGET IS ADULTS WHO WOULD BE EDUCATOR OR PARENTS. ALTHOUGH THEY POTENTIALLY RECOGNIZE THE IMPORTANCE OF CREATIVITY, WHEN EXAMS RESULTS COME INTO THEIR EYE, THEY TEND TO ONLY EVALUATE WITH ONE SIMPLE MEASURE, THE SCORE. FROM ANXIETY FOR THE FUTURE, THEY BELIEVE THAT THE ACADEMIC CREDENTIALISM LEADS TO HAPPINESS IN LIFE. ACCORDINGLY, BOTH CHILD AND ADULT LIVE A LIFE UNDER PRESSURE. STUDYING FOR EXAM? AS THE WORLD CHANGES DRAMATICALLY, "CREATIVITY" WILL BE AN ESSENTIAL RESOURCE FOR EVERYONE, NOT ONLY IN JAPAN BUT ALSO THROUGHOUT THE WORLD. HOWEVER, AS FROM THE PAST EDUCATIONAL INTERFACE, ESPECIALLY WITHIN EXAMS, CREATIVITY IS RARELY EVALUATED. HAVING THE "CORRECT ANSWER" IS THE ONLY THING THAT MATTERS. IF THIS SITUATION GOES ON, CHILD’S CREATIVITY WOULD EXTERMINATE. THEREFORE, FROEBEL-KAN DECIDED TO CREATE A PLACE TO PRAISE CHILD’S HIDDEN CREATIVITY.

THE EXECUTION :

1ST PHASE: COLLECT CREATIVE ANSWERS FROM ALL OVER JAPAN. LAUNCHED A CAMPAIGN TO COLLECT CREATIVE "INCORRECT" ANSWERS. THE CAMPAIGN, WHICH HAS BOTH ASPECTS OF ENTERTAINMENT AND SOCIALITY, OBTAINED APPLAUSE. IN JUST A MONTH, WE SUCCEEDED TO COLLECT 6,887 ENTRIES. 2ND PHASE: ORGANIZING THE CREATIVE GALLERY OUT OF THE ANSWERS COLLECTED, WE EXHIBITED AND PRAISED ANSWERS OF "GREAT" FAILURE. THE VENUE WAS ORIGINALLY AN ACTUAL SCHOOL, SO IT WAS HELD AS IF A GALLERY SUDDENLY APPEARED IN THE SCHOOL. EACH ANSWER WAS PLACED IN A GORGEOUS FRAME, AND PRODUCED A SPACE FOR VISITORS TO THOROUGHLY SEE THE CHILD’S CREATIVITY. 3RD PHASE: "CREATIVE TEST" INTRODUCED AT EDUCATIONAL INTERFACE THANKS TO A GREAT RESPONSE FOR THE GALLERY, SOME SCHOOLS AND CRAM-SCHOOLS BEGAN INTRODUCING THE "CREATIVE TEST" AS PART OF THE EDUCATION. THE ACTIVITY WHICH FOCUSES ON CHILD’S CREATIVITY IS NOW BECOMING AN OPPORTUNITY TO INTRODUCE INTO EDUCATIONAL PROCESS.

THE RESULT :

･MEDIA PUBLICITY 3 TV PROGRAMS / 3 NEWSPAPERS / 1 RADIO PROGRAM / 107 WEB SITES (STATEMENT QUOTE) "A HINT FOR AN AGE COUNTERING AI LIES IN THE ABOUNDING AMOUNT OF FAILURE" ~ NIGATA-NIPPO "JAPANESE SHOULD ENJOY MAKING MISTAKES" ~ NHK ･QUESTIONNAIRE SURVEY 「PROGRAM HAS ORIGINALITY」98% 「FELT THE GREATNESS OF CHILD’S CREATIVITY」99% 「DECIDE TO ACKNOWLEDGE CHILD’S CREATIVITY」98% 「FAVOURABLE IMPRESSION TO THE BRAND」94.8% ･SUSTAINABILITY AN ORIGINAL BOOK WHICH INCORPORATES "CREATIVE TEST" AND "GREAT ANSWER" IS SCHEDULED TO BE PUBLISHED. IT WILL BE UTILIZED AS A TEACHING MATERIAL FOR CHILDREN IN JAPAN.