TRUTHS ONLY KIDS CAN SEE

Short List
TitleTRUTHS ONLY KIDS CAN SEE
ClientKADOKAWA SHOTEN PUBLISHING CO.
Product/ServiceKADOKAWA TSUBASA JUVENILE BOOKS
CategoryA03. Best Use of Standard Outdoor
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Results and Effectiveness

These messages of truth entertained the kids, encouring them to trust thier own feelings instead of listening too much to grown-ups. Accourding to the data of the trail survey we conducted, 89% of the bookstores anwered that they would like to post these posters at their stores. We already received actural requests from 57 bookstores, and which have enabled us to increase free ad exposure.

Creative Execution

These messages of truth entertained the kids, encouraging them to trust their own feelings instead of listening too much to grown-ups. According to the data of the trail survey we conducted, 89% of the bookstores answered that they would like to post these posters at their stores. We already received actual requests from 57 bookstores, and which have enabled us to increase free ad exposure.

Insights, Strategy and the Idea

Today, kids in Japan are exhausted. Most of them are forced to study at prep schools from a very young age in order to get into a better school. This busy life with no time to play, leads to stress. Under these circumstances, Tsubasa Jenenile Books was launched on the 3rd of March. Our idea was to cheer up kids and become a relevant brand.

Credits

Name Company Position
Akira Kagami/Yuya Furukawa/Yoshimitsu Sawamoto Dentsu Inc. Creative Director
Hidetoshi Kuranari/Nadya Kirillova Dentsu Inc. Copywriter
Tetsuya Tsukamoto Dentsu Inc. Art Director
Koji Wada Dentsu Inc. Agency Producer
Kotaro Wakuri Dentsu Inc. Account Executive