The Brief

Japan Football Association has been contributing in spreading and developing football in Asia through football support to children, but the actual situation was not very much known. As a model association of Asian Football Confederation where 46 countries and areas participated in, we were going to raise their recognition.

Creative Execution

Designing original warped envelope which is expressing the route of goal by crossing pass from real football match. By the action of unwrapping envelope, the contents will appear to football lovers.

Describe the creative solution to the brief/objective.

These designs were hugely inspired by a character of football fans who are very enthusiastic about strategies, tactics, and formations for football. The title of this direct mail is "CROSS TALK". An article which JFA vice-president and Ivica Osim (former national coach of Japan) were "crossing" their various opinion about possibility of Asian football in the interview was written inside the direct mail.

Results

It is success in that the appearance and specifications of the Direct Mail made most people who received them want to look inside. In addition, a game expressed in a Direct Mail became the beginning of a Conversation and publicized the Japan Football Association to football people as an organization that is world most concerned with football.