The Brief

Kokuyo wanted to launch its newest range of high resolution printers. And they wanted to do it in a way that gets people talking about the brand. But every other brand also claims superior print quality. So how do we make people see the difference?

Creative Execution

The difficulty was multiplied many times over. How do we cut up a phone booth, a car, and a tree to form a perfect rectangular shape? Watch the video and you’ll find out how.

Describe the creative solution to the brief/objective.

People often describe high resolution print quality as being true-to-life. We decided it would not be enough to just describe it. We had to demonstrate it. In a series of print ads, we cut up things in the form of a rectangular shape. Rectangle being the shape of the common copy paper. It was a tough print campaign to execute well. But we challenged ourselves even further. We had to also execute the same idea for outdoor.

Results

This curious spectacle stopped passers-by in their tracks. It attracted a crowd of onlookers who stayed throughout the entire event. The size of the crowd grew when some phoned their friends to come over to witness it. And with this incredible stunt, Kokuyo received a lot of publicity, more than a typical launch ever could. Within a week, we received good news from the client. They had over 150 inquiries and sales increased by 27% as well.