| Title | THE TRANSCENDENT TRANSLUCENCY AD |
| Brand | MITSUBISHI ELECTRIC CORPORATION |
| Product / Service | PLASTIC RECYCLING TECHNOLOGY |
| Category | A02. Best Use of Magazines/Newspapers |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Advertising Agency: | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoshihisa Suzuki | Dentsu Inc. | Executive Creative Director |
| Yoji Sakamoto | Dentsu Inc. | Creative Director |
| Takayuki Murano | Dentsu Inc. | Art Director |
| Kosuke Wakasugi | Dentsu Inc. | Copywriter |
| Akio Goto | Dentsu Inc. | Agency Producer |
| Yoshinao Tsuchiai | Dentsu Inc. | Account Manager |
| Shojiro Nagase | Dentsu Inc. | Account Supervisor |
| Haruhiko Ishikawa | Workup Taki Inc. | Producer |
| Kazuya Goto | Workup Taki Inc. | Designer |
| Kazunari Koyama | Amana CGI Inc. | Photographer |
| Haruhiko Ishikawa | Workup Taki Inc. | Producer |
| Kazuya Goto | Workup Taki Inc. | Designer |
| Takeshi Iida | Seibido | Printing |
| Yohei Yamada | Amana | Computer Graphics |
After the exposure, “THE TRANSCENDENT TRANSLUCENCY AD” triggered buzz. Many positive comments were delivered to Mitsubishi Electric from the readers. “New and fun!” “I did the experiment again and again.” “I played it with my family” “I was impressed by Mitsubishi’s technology.” “I held again a good opinion of Mitsubishi Electric.” * It earned 20 % higher penetration than the average * More than 80 % of readers understood the technology and felt trust to the brand. (ref.: newspaper company’s readers research)
When stared from the front side of “THE TRANSCENDENT TRANSLUCENCY AD”, the reader of the newspaper will find only the white plastics fulfilling the page, but as the reader holds up the page toward the light, as it is directed on the same page, the backlight will outline the black plastics printed on the back side and emerge its images on the front. The reader will virtually experience the recyclable-plastic scanning technology of Mitsubishi Electric. And we placed an in-detail description of the technology on the back side, waiting for the surprised readers to flip the page. Everything was calculated and designed to strongly appeal the innovative technology.
"Unrecyclable plastics will turn black when scanned through X-ray. Based on this theory, Mitsubishi Electric has developed a scanning technology which makes it possible to blacken and withdraw only unrecyclable plastics from the pile instantly. It was Mitsubishi Electric’s opportunity to endorse its eco-friendly image by proposing to the consumers the technology. However, just by describing the technology concisely in the ad did not seem to move consumers’ heart. Thus we came up with a revolutionary newspaper ad, “THE TRANSCENDENT TRANSLUCENCY AD” for consumers to ‘experience’ and intuitively understand the value of the technology. This ad redefined the flimsiness of newspaper material as a fabulous tool to provide a solution to the client’s communication challenge and to the newspaper, a traditional mass media, as well.