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  • SUB CATEGORY :
    BEST USE OF PRINT/OUTDOOR & TRANSIT
  • COMPANY ENTERING :
    TOHOKUSHINSHA FILM CORPORATION, TOKYO
  • TITLE :
    BUBBLE TIMES
  • BRAND :
    KAHOKU SHIMPO
  • ADVERTISER :
    KAHOKU SHIMPO PUBLISHING CO.
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    YUJI HIGUCHI
  • COPYWRITER :
    MIKI SHIBUYA
  • ART DIRECTOR :
    YUJI HIGUCHI
  • ACCOUNT EXECUTIVE :
    KAZUHIRO SUMINOKURA
  • STRATEGIC PLANNER :
    TAKATO AKIYAMA
  • PR DIRECTOR :
    YUYA HAMAMURA
  • PR PLANNER :
    NOZOMI WATANABE/KAITO HAYASE
  • AGENCY PRODUCER :
    AIKO KURIKAWA
  • MEDIA AGENCY :
    DENTSU INC., TOKYO
  • FILM PRODUCTION COMPANY :
    TOHOKUSHINSHA FILM CORPORATION, TOKYO/PLUG LTD., TOKYO
  • DIRECTOR :
    YOSHITOMO YAO
  • CINEMATOGRAPHER :
    AKITOSHI YAMADA
  • GAFFER :
    AKITOSHI YAMADA
  • PRODUCTION DESIGNER :
    YOSHIHIRO YARITA
  • EXECUTIVE PRODUCER :
    KAZUHIRO KUDAKA
  • FILM PRODUCER :
    RUI YAMADA
  • ASSISTANT PRODUCER :
    MIKUKO KADOYA
  • PRODUCTION MANAGER :
    RYOTARO HIRASE
  • EDITOR :
    YOSHITOMO YAO
  • COLORIST :
    AKITOSHI YAMADA
  • THE BRIEF :
    KOHOKU SHIMPOSHA IS A REGIONAL NEWSPAPER COMPANY THAT HAS ACCOMPANIED THE LIVES OF WORKING PEOPLE THROUGH THE GENERATIONS SINCE ITS FIRST PUBLISHING. IN ORDER TO FURTHER ENGAGE WITH ITS READERS, MEASURES WERE TAKEN BY THIS COMPANY AS PART OF ITS CONTINUED SUPPORT FOR BUSINESSMEN.
  • THE STRATEGY :
    HAVING TO COMMUTE TO WORK ON A CROWDED TRAIN EVERY DAY, WORK UNDER AN OLD-FASHIONED COMPANY HIERARCHY AND PUT IN EXCESSIVE OVERTIME, JAPANESE BUSINESSMEN ARE PRONE TO EXTREME STRESS AND FATIGUE DUE TO THE ENVIRONMENT THEY ARE IN. KOHOKU SHIMPOSHA, A NEWSPAPER COMPANY THAT HAS MAINTAINED ITS SUPPORT FOR THESE BUSINESSMEN WORKING UNDER SUCH HARSH ENVIRONMENTS OVER THE AGES HAS DECIDED TO NOT ONLY PROVIDE THEM WITH USEFUL INFORMATION BUT ALSO HEAL THEIR STRESSES AND STRAINS AS WELL.
  • THE EXECUTION :
    AS A WAY TO ACKNOWLEDGE THEIR EFFORTS, A NEWSPAPER THAT BECOMES A BUBBLE BATH WAS DEVELOPED. THIS NEWSPAPER, WHICH IS PRINTED ON THE BATH BUBBLE, IS READABLE INSIDE THE BATH. IT LETS YOU RELAX AND ENJOY READING A HUMOROUS ARTICLE WHILE IN
    THE BATH AND WHEN PLACED INTO THE WATER TURNS THE BATH INTO
    A BUBBLE BATH. THIS GIVEAWAY WAS OFFERED TO THOSE EXPRESSING
    AN INTEREST THROUGH THEIR PAPER AND WAS DELIVERED TO FAMILIES AND BUSINESS ESTABLISHMENTS AS GIFTS ON JAPAN'S LABOR THANKSGIVING DAY, 23RD NOVEMBER.
  • THE RESULT :
    NEWS ON THIS BATH BUBBLE NEWSPAPER WAS CARRIED BY A TOTAL OF OVER 85 MEDIA. A POST-CAMPAIGN SURVEY SHOWED THAT OVER 607,500 READERS SAID THEIR FAVORABILITY FOR KAHOKU SHINPO HAD RISEN.
    THE SURVEY ALSO SHOWED THAT 209,200 OTHER PEOPLE SAID THEY WOULD START READING KAHOKU SHIMPO.