CategoryD01. Launch / Re-launch
Idea Creation DENTSU TEC Tokyo, JAPAN
Production PUZZLE Tokyo, JAPAN


Name Company Position
Noritaka Kobuse DENTSU INC. Creative Director
Shinosuke Shimada DENTSU INC. Art Director
Suguru Myoen DENTSU INC. Copywriter
Kazuki Nagashima DENTSU INC. Copywriter
Yuji Matsuda DENTSU INC. Account Exective
Mariko Abe DENTSU TEC INC. Producer
Masao Ohde Tohokushinsha Film Corporation Producer
Kanako Yamaguchi Tohokushinsha Film Corporation Production Manager
Katsuhiro Niwa puzzle inc. Producer
Akinori Kanai puzzle inc. Producer
Kiyotaka Okamoto puzzle inc. Producer
Ayane Haizuka puzzle inc. Designer
Hidetoshi Fukuoka N/A Photographer
Hokuto Kudo TAKI CORPORATION Designer
Shintaro Katagiri TAKI CORPORATION Producer
Kenji Shimamura Shimamura Seihonjo Printing
Kosuke Suzuki Kyodo Printing Co., Ltd. Printing
Takumi Osawa Kyodo Printing Co., Ltd. Printing

The Campaign

We created and published a picture book that looks like a regular picture book at first glance, but has no pictures when you open it up. Going out with your Instax, taking photos,?and putting them in the picture pockets on each page allow you to create your very own one-of-a-kind picture book.

Creative Execution

?The photography company, Fujifilm created and published a picture book without pictures. It was sold in camera shops and novelty stores across the country as well as online. ?The picture book items covered a wide range, including physical objects, such as "dog" or "flower" and items dependent on an individual's sensitivities, such as "happy"and "beautiful." Each child was able to preserve their unique perspective of a variety of themes. ? ?We sought to satisfy the following three design elements. -A simple and intuitive design that even children can use. -A user-friendly design that allowed the book to be completed without using glue or scissors. -A strong, sturdy deisgn that children could take outside without risk of damage.

Describe the success of the promotion with both client and consumer including some quantifiable results

?There was a great response as soon as the book went on sale. It was picked up by a variety of media outlets showing actual scenes of children and parents using the book together. ?We were contacted by multiple distributors, some of which were not even camera shops, thus successfully pioneering new sales outlets. ?We printed and sold five times as many copies as originally planned. ?Large numbers of parents and children took their Instax cameras and went out and completed their own one-of-a-kind picture books. As a result, Instax became more than just a camera. It became a tool for communication between parent and child. ?In addition, consumers were able to preserve the special memories of scenes only visible to their children forever

Explain why the method of promotion was most relevant to the product or service

?Instax is often purchased for special occassions in Japan such as weddings and parties. We decided to market the Instax as something parents and children could enjoy together in their daily lives achieving customer acquisition. ?We designed a picture book without pictures, and by attaching it as a promotional product it greatly contributed to the promotion of Instax. ?We made the parents and children purposefully go out to take photos with Instax in order to complete the picture book. ?By creating a one-of-a-kind picture book we built a one-to-one relationship between the Instax and consumers.

The Instax is often purchased to record special occassions in Japan, such as weddings and parties. We decided to market the Instax as something parents and children could enjoy together in their daily lives.