The Brief

n the past, 'mail' meant 'letters.' Now, there's email, Twitter, Facebook, LINE, and many more. We wanted to reclaim the warmth of 'analog' letters in Japan's digitalized communication landscape. This redeveloped commercial facility was originally Japan's central post office. It was a collection point where letters from around Japan were gathered before delivering them throughout the nation.

Creative Execution

People's thoughts put to paper gathered and scattered from here. By visualizing this 'flow of thoughts' through commonly used digital technology, we wanted to remind Japanese people of the warmth found only in analog communication.

Describe the creative solution to the brief/objective.

Method 1. A message is sent to a loved one using email or Twitter. 2. The message is delivered to the building as flower petals. 3. The message blooms like a flower on a large painting of a cherry blossom tree exhibited in the building. After a time, the petals scatter and fall. 4. The scattered message is printed onto a postcard created by cutting up the painting and using a 'handwriting style' font. It is then delivered by postal mail to the recipient.

Results

This heart-warming project was widely picked up by the media generating PR exposure equivalen to 2.8 billion yen. Within 12 days of opening, there were over one million people came to see the 'Message Cherry Blossoms.' It was a very successful opening promotion. 4000 cherry blossom postcards were delivered throughout Japan. The project succeeded in delivering an 'analog warmth' not readily found in email or SNS. It created a movement to once again put pen to paper.