Title | GREEN NEWSPAPER |
Brand | THE MAINICHI NEWSPAPERS |
Product / Service | GREEN NEWSPAPER |
Category | C05. Publications & Media |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
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 |
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.
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.
We planned events, online promotion, posters, and PR around this Green Newspaper. It was a successful social campaign sponsored by a newspaper publisher.
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.