MIRROR

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TitleMIRROR
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
Tatsuya Tsujinaka DENTSU INC. KANSAI Executive Creative Director
Sadahiro Ikeda DENTSU INC. KANSAI Executive Creative Director
Junichi Harima DENTSU INC. KANSAI Creative Director / Copywriter
Mamoru Ichino DENTSU INC. KANSAI Art Director / Illustrator
Taichi Sayama DENTSU INC. KANSAI Art Director
Ryoichi Karasuno DENTSU TEC INC.KANSAI Art Director
Hideya Iguchi DENTSU TEC INC.KANSAI Designer
Takehiro Ochi DENTSU TEC INC.KANSAI Designer
Kazuaki Ariyoshi DENTSU TEC INC.KANSAI Production Producer
Akira Yamada Studio JAPS Photographer
Ihori Nomura Photographer
Yoko Yamada Illustrator
Shunji Mori DENTSU INC. KANSAI Producer
Hideyuki Kojima DENTSU INC. KANSAI Producer
Takafumi Suzuki DENTSU INC. KANSAI Producer
Yusuke Narita DENTSU INC. KANSAI Producer
Yu Ishida DENTSU INC. KANSAI Producer
Jun Hisayasu DENTSU INC. KANSAI Producer
Kyoko Sugano DENTSU INC. KANSAI Producer
Kentaro Mita DENTSU INC. KANSAI Producer

Results and Effectiveness

These ads touched the hearts of the readers. According to a survey, 95% of the 1.3 million subscribing families enjoyed the special issue more than usual. 75% enjoyed almost all ads of the day. It spurred conversation between young persons and their parents or grandparents, and mentions in many blogs and SNSs of course. Some students brought the original image to school as a summer research. The readers think The Asahi Newspaper is still aggressively challenging new media and worth reading. This issue not only increased good impressions about The Asahi Newspaper among the readers, it also helped to reduce subscription cancellation and increase overall circulation.

Creative Execution

On 18th July 2009, the first day of the school summer vacation, we distribute 1.3 millions of special issue. Articles are usual newspaper's, but ads are very special. With the special mirror, the readers can find new images from all ads of the issue which never be seen without the mirror. +The principle from japanese characters of the company name. +Baseball players from clouds around a stadium; the ad for the baseball goods. +Groves from a brown doughnut; for the baseball goods. +Foods for sake from moons; for sake. +Threatened species from woods of Borneo; for Borneo conservation product. +The movie's concept words from the actors of the movie; for movie. +Logo mark of World Championships in Athletics from the wall being broken by a hammer; for TV sport program. and so on... To add this, we made a special website which everyone can make the original special image easily.

Insights, Strategy and the Idea

In Japan, newspapers are lost sight of its values by especially young readers, and decrease its readers. Newspaper is a mirror that reflects the world. It should reflects not only the appearance of that, but also the real shape which is difficult to be seen at first glance. The Asahi Newspaper brings its readers the real meanings of the world. To let the readers not only realize again but also experience, feel and enjoy this newspaper's value, we published a special issue with a special "mirror" under the principle "Newspaper reflects the world".