The Brief

1.To communicate to housewives who are busy with daily chores that this is a store with variety of fresh fish. 2.With less and less people eating fish, remind the housewives of fish when they are trying to decide what to have for dinner.

Creative Execution

Before going grocery shopping, housewives always have trouble deciding what to have for dinner. “Flatfish” shaped leaflet was presented to those troubled housewives at the best timing. As many of the leaflets in the sandbox or on the fence of the park were handed to housewives by their children(not by the advertising agency), it worked as a very relevant and strong creative communication tool.

Describe the creative solution to the brief/objective.

Majority of housewives in Japan stop by at a park with her children before going grocery shopping. 1.The idea was to use the park facilities to communicate to them. We communicated to housewives that it’s the store with fresh fish via pasting a lot of fish shaped leaflets on a wire mesh using it as a fish net. 2.The idea was to use the park facilities to communicate to them. We made a “flatfish” shaped leaflet and recommended housewives to have fish for dinner via putting the leaflets into the sand box of the park.

Results

This campaign created a buzz and word-of mouth communication among the housewives in the area.