| Title | NOTHING SAYS LOVE LIKE TODAY’S PAPER. A TREASURE FOREVER. |
| Brand | OTSUKA PHARMACEUTICAL CO., LTD |
| Product / Service | ORONAMIN C DRINK |
| Category | B01. Publications & Brand Collateral |
| Entrant | ADK Tokyo, JAPAN |
| Idea Creation | ADK Tokyo, JAPAN |
| Media Placement | ADK Tokyo, JAPAN |
| PR | ADK Tokyo, JAPAN |
| Production | ADK ARTS Tokyo, JAPAN |
| Production 2 | CREATORS GROUP MAC Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Mutsumi Ajichi | ADK | Creative Director |
| Kazuma Aoki | ADK | Copywriter |
| Fusanari Masuda | ADK | Art Director |
| Norifumi Moriya | ADK | Account Executive |
| Yuhei Nakahara | ADK | Account Executive |
| Keita Maeda | ADK | Account Executive |
| Takaaki Hiratsuka | ADK | Group Leader of Media Dep. |
| Aya Kodama | ADK | Media dept. |
| Kunihiro HAYASHIDA | The Asahi Shimbun Company | Manager, Cross-Functional Sales and Marketing Dept |
| Masaki NAKAMURA | The Asahi Shimbun Company | Deputy Manager, Account Service Department No.2 Advertising Division |
| Kenji KIKUCHI | The Asahi Shimbun Company | Senior Executive, Cross-Functional Sales and Marketing Dept. Advertising Division |
| Takeshi ARIMORI | The Asahi Shimbun Company | Senior Sales Executive, Account Service Department No.2 Advertising Division |
| Kenji Nakato | Creators Group MAC | Art Director |
| Yusuke Hatakeyama | Creators Group MAC | Designer |
| Kosei Ito | Creators Group MAC | Designer |
| Natsuki Sato | Creators Group MAC | Designer |
| Anju Miyawaki | Creators Group MAC | Designer |
| Hiroshi Tamaki | ADK arts | Chief Producer |
| Hitoshi Tanaka | ADK arts | Production Manager |
| Ayumu Sasaki | ADK arts | Assistant Production Manager |
| Shinichi Mochinaga | ADK arts | Director |
In Japan, “Coming-of-Age Day” is when 20 year-olds officially become adult. However, new adults are embarrassed to express their gratitude to their parents. ORONAMIN C seized this opportunity to use newspapers in a unique way leveraging characteristics of newspapers and created the world’s first personalized newspaper that amazes consumers. The idea was to transform newspapers, a mass medium, into a personal medium. The newspaper's front cover page became an expression of gratitude from new adults to their parents.
Front cover page was created, combining the front page on the day the new adult was born with a baby picture of the new adult. The back cover page combined a portrait shot of the new adult with a handwritten letter expressing their gratitude. Early in the morning of "Coming of Age Day," these special editions were delivered to every household of new adults throughout Japan, just like a letter.
The thrilling moments when the papers were delivered were featured in TV news programs and news websites. Starting with newspapers, a traditional medium, the campaign spread to young digital natives. Total reach surpassed 140 million. Newspapers, typically read once and thrown away, became a family treasure, generating new media value.
The primary target was new adults and their parents. In their parents’ generation, most households subscribe to a morning newspaper. We looked at the immediacy of Japan’s newspaper delivered to each household in the early morning of “Coming-of-Age day,” in real time. Treating this traditional medium as a personal letter from a new adult to their parents strengthened ties between parent and child.