Title | MESSAGE CHERRY BLOSSOMS |
Brand | JAPAN POST |
Product / Service | JAPAN POST BUILDING REDEVELOPMENT |
Category | A01. Event & Field Marketing |
Entrant | DRILL Tokyo, JAPAN |
Entrant Company | DRILL Tokyo, JAPAN |
Advertising Agency | DRILL Tokyo, JAPAN |
Advertising Agency 2 | ASATSU DK Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazuya Mishima | Adk | Account Executive |
Katsunori Kitanaka | Adk | Account Executive |
Takenao Shimada | Guild | Display Designer |
Ryosuke Toyama | Freelance | Photographer |
Takuro Watabe | Freelance | Film Director |
Michinari Maeda | Taiyo Kikaku | Production Manager |
Akira Ohishi | Taiyo Kikaku | Film Producer |
Masashi Ohashi | Aid-Dcc/Katamari | Developer |
Kenjiro Nakayama | Aid-Dcc/Katamari | Developer |
Yo Tanaka | Aid-Dcc/Katamari | Design Engineer |
Yusuke Mera | Aid-Dcc/Katamari | Art Director |
Kenichi Seki | Aid-Dcc | Digital Producer |
Ryoichi Enomoto | Atamatote | Producer |
Hiroshi Senju | Senju Office | Art Director |
Naoko Togawa | Adk | Planning Director |
Kazumasa Kondo | Adk | Senior Planning Director |
Yasuhiro Suzuki | Drill | Planner |
Jun Nishida | Drill | Creative Director |
Osamu Enari | Drill | Executive Producer |
Naoya Hosokawa | Drill | Executive Creative Director |
In 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.
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.
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.
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.