Brief Explanation

To publicize this bookstore-originate academy, we focus on that Japanese book lovers prefer to keep their books clean. The book jackets are the ideal media for us.

The Brief

Oizumi Culture School originated from a bookstore in Tokyo 43 years ago. Various courses like the calligraphy, the flower arrangement and so on are available to learn there. To build their brand, a brand-new communication was required.

How the final design was conceived

Each student is a main character of the short story written on the book jacket's cover. However, the ending of each story is hidden on the fold. When they find it out, they can finally realize that this is not a novel, it's an advertisement. Anyone who wanna put advertisement on book jackets? To look like non-advertising, book jackets, we had Japanese novels-like font, layout and contact behind the book jacket.

Indication of how successful the outcome was in the market

In Japan, there are lots of people who do not have their own hobbies, however, this advertisement let such people know the necessary of culture life. It makes a contribution to the academy's cognitive improvement very well.