Brief Explanation

Is there any good idea to create a special brochure with some value, not just a throwaway one? More than 5 million copies of the brochure have been created every year, but more than 40 percentages of them are thrown out. In this regards, we tried to go beyond the existing making style which the products are arranged orderly. In order to get people interested in a brochure, especially for children, new brochure making by fairy-tale concept was launched. This creative focused on a decrease in the number of a throwaway brochure and the establishment of an image for new style product book.

Results and Effectiveness

The main object was to reduce the number of a throwaway brochure. The percentage of the brochure disposal dropped significantly by 10 percent, from 40 percent as a result of this project. Furthermore, customers recognized that the catalog isn’t a disposable book any more. Children’s apparel catalogue of a fairy-tale concept has approved not only product descriptions for the adults, but also beneficial programs for children.

Creative Execution

An illustration artist worked for a fairy-tale concept of the brochure broken away from the existing boring one. Customers took an active interest in the brochure and the video in a store, and especially parents with their children carried away the catalogs. Furthermore, the Children’s expedition was organized according to a fairy-tale story to provide the opportunity in enjoying with nature.

Insights, Strategy and the Idea

The main target is children and their parents. A new form of a brochure by a fairy-tale contains the coloring practices for not only children and but also their parents. A fairy-tale illustration was exposed to the public by not only a brochure but also TV commercial