Title | MIRROR |
Brand | THE ASAHI SHIMBUN COMPANY |
Product / Service | NEWSPAPER |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | DENTSU KANSAI Osaka, JAPAN |
Entrant Company: | DENTSU KANSAI Osaka, JAPAN |
Advertising Agency: | DENTSU KANSAI Osaka, JAPAN |
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 |
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.
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.
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".