PAPER CRAFT SEARCH ENGINE

TitlePAPER CRAFT SEARCH ENGINE
Brand3M JAPAN
Product / ServiceSCOTCH®
CategoryA06. Promotional Items
EntrantASATSU-DK Tokyo, JAPAN
Entrant Company ASATSU-DK Tokyo, JAPAN
Advertising Agency ASATSU-DK Tokyo, JAPAN

Credits

Name Company Position
Yuta Kaneko ADK Creative Director/Planner
Tetsufumi Takei ADK Art Director/Designer/Planner
Yasuyuki Hori ADK Planner/Designer
Masayasu Ueno PARAGON Producer
Kohei Amemiya Freelance Designer
Hideki Takei Freelance Designer
Toyoko Takei Freelance Designer
Kazutaka Nakamura Wab Design INC. Web Director
Hirosumi Watanabe Wab Design INC. Web Designer
Mina Fujisawa Wab Design INC. Web Designer
Hironori Chaki Wab Design INC. Web Engineer
Shigeru Yoneda Wab Design INC. Web Engineer
Fatih Ozeri Freelance Photographer
Hideto Aida Freelance Photographer

Brief Explanation

To create opportunity for pre-school & primary school children and their parents to use stationery at home.

The Brief

To create opportunity for pre-school & primary school children and their parents to use stationery at home. Unfortunately, with the increasing usage of digital devices, the following two significant aspects have been lost. By regaining these aspects through this campaign, we aim to make the target realize the value of a “hand-making” experience. Our idea was to create a new service that will spark conversation within families, and provide children with a “real” experience. The PAPER CRAFT SEARCH ENGINE is a search service that provides children with paper craft diagrams of almost anything they’d like to make.

How the final design was conceived

Our idea was to create a new service that will spark conversation within families, and provide children with a “real” experience. The PAPER CRAFT SEARCH ENGINE is a search service that provides children with paper craft diagrams of almost anything they’d like to make. To answer the target’s needs, 300 original crafts of animals, fish, bugs, vehicles, plants, food, and things that children like were designed. Each design was given a lot of thought so children would have fun making it. We triggered the children’s desire to create by uploading images of finished paper crafts.

Indication of how successful the outcome was in the market

Site access: increased by 53,000% (compared from before launching the PAPER CRAFT SEARCH ENGINE) ・People from 85 countries participated in this campaign ・Keyword search: 316,532 times ・Diagram downloads:78,352 downloads ・PR effect worth approximately 100 million yen 78,352 families have experienced real communication through hand crafting together. Not only did this experience create an opportunity to use stationery, but also generated conversation and smiles.