BOOK FRESHENING BOOK

TitleBOOK FRESHENING BOOK
BrandFROEBL-KAN CO.
Product / ServiceBOOK FRESHENING BOOK
CategoryF02. Well-being, Environmental Impact & Solution
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production BBMEDIA Tokyo, JAPAN
Production 2 J.C. SPARK Tokyo, JAPAN
Contributing FROEBEL-KAN Tokyo, JAPAN

Credits

Name Company Position
Yasuharu Sasaki DENTSU INC. Executive Creative Director
Miyuki Kimura Froebl-kan co.,ltd. Director
Masayuki Nakano Froebl-kan co.,ltd. General Manager
Hidekazu Yanagisawa Froebl-kan co.,ltd. Manager
Tokika Amano Froebl-kan co.,ltd. Staff
Ryo Honda RYO HONDA OFFICE Executive Creative Director
Tomoyoshi Ishikawa DENTSU INC. Communication Architect
Arata Kubota DENTSU INC. Art director
Satomi Okubo DENTSU INC. Art Director
Haruko Tsutsui DENTSU INC. Copy Writer
Takao Oyama BBmedia Inc. Producer
Masato Yoshikawa BBmedia Inc. Producer
Satomi Takahashi BBmedia Inc. Director
Wataru Hayashishita BBmedia Inc. Project Manager
Xiaodong Yang BBmedia Inc. Motion Graphics Designer
Jun Suganami SHIROGUMI INC. Cinematographer
Shigeru Okada Freelance Stop Motion Animator
Kouta Ikeda BACKSLASH Ltd. Music Producer
Yoh Kitanaka J.C.SPARK Designer
Hiroaki Endo J.C.SPARK Designer
Hiromi Sugawara J.C.SPARK Designer
Satoko Iwai J.C.SPARK Designer

The Campaign

Patients suffering from dementia are said lose somewhat new memories, but remember clearly memories from the past. Picking up a loved book from the past becomes a chance to bring memories back. From this thought, we came up with an idea to bring back to life old books, with the world’s first book cleaning book.

Creative Execution

Scent has the power to retain memory. From that fact, we co-developed a cleaning detergent that has a mixture of aroma essence that is said to be effective on dementia, with Lan International, an organic cosmetics company. We embedded inside the book, four needed items for cleaning. With the design rule of “book cleaning turns texts to color” we composited the book, with improvements fit for an art book.

Indication of how successful the outcome was in the market

With this project, a new possibility for dementia patients and books was born. It is well known that reading helps with dementia, but creating a fresh new meeting with a once loved book, creates opportunities for memories to be revived. We raised awareness, and also achieved in creating communication between dementia patients and the people close to them. Not a publication of a new book, but a revival of an old book. We succeeded in the first endeavor of a publication company.

People that will actually clean the book will be the family of the book’s owner, or workers at a facility. Just by observing the action of cleaning the book, will trigger memories and create occasions where the patient can talk about the book, or memories behind the book. We aimed to create new communication by delivering a new experience of cleaning a book. Towards the end of the book, we wrote down a few talking points that may become hints in creating conversation with the book’s owner.