GREEN NEWSPAPER

Short List
TitleGREEN NEWSPAPER
ClientTHE MAINICHI NEWSPAPERS
Product / ServiceGREEN NEWSPAPER
CategoryB04. Publications & Brand collateral
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Brief Explanation

Global warming, air pollution, modern stress. These are today’s problems, and one reason for them is the lack of green around us. The Mainichi Newspapers took on the challenge of solving this problem using newspapers.

The Brief

Global warming, air pollution, modern stress. These are today’s problems, and one reason for them is the lack of green around us. The Mainichi Newspapers took on the challenge of solving this problem using newspapers.

How the final design was conceived

On May 4, Greenery Day, Mainichi published a “Green Newspaper.” Printed on special paper infused with plant seeds, it featured articles that conveyed the importance of greening. There were three main ideas behind this project. 1) People could read the newspaper articles and understand the importance of greening 2) People could take part in greening by planting the newspaper in soil. 3) Sprouts will come from the newspaper within weeks, increasing the amount of green in the world. The poster visualized the importance of greening and Green Newspaper. With visuals of buds sprouting from articles about social issues, it communicated the message to over 30,000 people.

Indication of how successful the outcome was in the market

1) It reached more than 4.6 million people: Green Newspaper spread all over Japan, succeeding in the world’s first-ever greening project by a newspaper. 2) Over 80 million yen worth of PR: This new endeavor by The Mainichi Newspapers was covered extensively in the media and generated a PR effect beyond newspapers alone. 3) New business opportunities: Clients supported the greening events using Green Newspaper. It was a successful new business opportunity for the newspaper publisher.

Credits

Name Company Position
Kosuke Takeshige DENTSU INC. CREATIVE DIRECTOR / COPYWRITER
Yoshinaka Ono DENTSU INC. ART DIRECTOR / DESIGNER
Ken Yamada DENTSU INC. COPYWRITER
Ryuto Furukubo DENTSU INC. DESIGNER
Masahiro Sekimoto DENTSU INC. MEDIA PLANNING DIRECTOR
Yuki Saotome DENTSU INC. MEDIA PLANNING DIRECTOR
Hiroaki Takahashi THE MAINICHI NEWSPAPERS BUSINESS PLANNING DIRECTOR
Hidenori Ando THE MAINICHI NEWSPAPERS BUSINESS PLANNING DIRECTOR
Ai Miyahara THE MAINICHI NEWSPAPERS BUSINESS PLANNER
Yoko Itoi THE MAINICHI NEWSPAPERS BUSINESS PLANNER
Hayato Satomi amana inc. PRODUCTION PRODUCER
Yuki Kawakami amana inc. PHOTOGRAPHER
Lisa Yamamoto amana inc. RETOUCHER
Kohei Ai DENTSU TEC INC. EVENT PLANNING DIRECTOR
Yuma Takenaka DENTSU TEC INC. EVENT PLANNING DIRECTOR