THE ASAHI NEWSPAPER MOVES

TitleTHE ASAHI NEWSPAPER MOVES
BrandTHE ASAHI SHIMBUN COMPANY
Product / ServiceNEWSPAPER
CategoryA02. Best Use of Magazines/Newspapers
EntrantDENTSU KANSAI Osaka, JAPAN
Entrant Company:DENTSU KANSAI Osaka, JAPAN
Advertising Agency:DENTSU KANSAI Osaka, JAPAN

Credits

Credits

Name Company Position
Junichi Harima Dentsu Inc. Kansai Creative Director/Copywriter/Animation
Mamoru Ichino Dentsu Inc. Kansai Art Director/Animation
Shunji Mori Dentsu Inc. Kansai Producer
Hideyuki Kojima Dentsu Inc. Kansai Producer
Yu Ishida Dentsu Inc. Kansai Producer
Jun Hisayasu Dentsu Inc. Kansai Producer
Kyoko Sugano Dentsu Inc. Kansai Producer
Ryoichi Karasuno Dentsu Tec Inc. Kansai Art Director/Designer
Hideya Iguchi Dentsu Tec Inc. Kansai Designer
Seiji Nomura Dentsu Tec Inc. Kansai Animation
Akira Yamada Studio Japs Photographer
Shinya Murai Shin Studio Photographer
Seiji Nomura Studio Negio Animation
Sumako Sakagami P3peace Animation Producer
Takaaki Yamazaki Dentsu Inc. Kansai Executive Creative Director

Results and Effectiveness

As a result, the Moving Ad was watched by 1.3 million families of reader, and got the secondary awareness by over 100 of internet media like blogs, SNS, videos on Youtube and TV news.

Creative Execution

Most readers watched the advertising much longer than usual (about 20min per person) because of the surprise that the newspaper ad moved and the accuracy of the movement. The Moving Ad told both of the renewal of Asahi Shimbun and what clients (of Asahi Shimbun) want to say at the same time.

Insights, Strategy and the Idea

The Asahi Shimbun, the top share newspaper in Japan, renews greatly its layout and figure. To communicate the “MOVEMENT” we made all the ads on the paper MOVING.