Product / ServiceCALENDAR
CategoryA07. Point of Sale
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company:I&S BBDO Tokyo, JAPAN
Design/Advertising Agency:I&S BBDO Tokyo, JAPAN

Brief Explanation

Since ancient times, Japanese people have had good sword skills but not shooting skills. The client wanted to do something as a toy gun manufacturer.

The Brief

The brand promotion of KSC, a Japanese toy gun manufacturer.

How the final design was conceived

We created page-a-day calendar with shooting target printed on each page, allowing people to practice shooting every day. The target becomes smaller as they tear off the page for them to improve the shooting skill.

Indication of how successful the outcome was in the market

The calendar became the premium novelty goods that drew customer interest, contributing to the store traffic during the Christmas season. It also strengthened the relationship between client and enthusiastic users throughout the year. Also, Japanese people’s shooting skills have been tremendously improving.


Name Company Position
Hiroyuki Nakazato I&S BBDO Art Director
Takahiro Sakai I&S BBDO Art Director
Peter Smyth I&S BBDO Strategic Officer
Yosuke Yamauchi I&S BBDO Strategic Planner
Tatsuya Watanabe Tone Up Corp. Producer
Toru Hara Tone Up Corp. Producer