| Title | THE SOLAR NEWSPAPER |
| Brand | NTT DOCOMO |
| Product / Service | COMMUNICATION NETWORK |
| Category | B06. Use of Print or Outdoor |
| 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 | SO-KEN INC. TOKYO, JAPAN |
| Name | Company | Position |
|---|---|---|
| Norio Miyamoto | ADK | Executive Creative Director |
| Toru Fujii | ADK | Senior Creative Director |
| Tomohiro Kobayashi | ADK | Copywriter |
| Masashige Ukawa | ADK | Copywriter |
| Shiho Ishikawa | ADK | Planner |
| Akira Kobayashi | ADK | Creative Producer |
| Yoshito Kubota | ADK-ARTS | Art Director |
| Sho Okumura | ADK-ARTS | Designer |
| Miyuki Ubukata | ADK-ARTS | Designer |
| Nakamura Yohei | ADK-ARTS | Retoucher |
| Ryotaro Matsuda | ADK-ARTS | Director |
| Daisuke Yamaguchi | ADK-ARTS | Producer |
| Shu Mori | ADK-ARTS | Production Manager |
| Akira Ikegami | SO-KEN | Printing Director |
On March 20th, “The Day of the Sun,” NTT Docomo ran an ad in the paper that became readable and visible when exposed to sunlight, for the first time in Japan. With this solar print technology, the ad conveyed to readers the mission of the telecommunications company, which is to provide electrical waves nationwide including the isolated islands, just like the sun shines everywhere on the planet.
March 20th, “Day of the Sun”Japan’s first ad utilizing solar printing technology ran in the morning newspaper.What was revealed on the paper by sunlight was the image of the beautiful islands of Japan.Japan, known as an island nation, has over 400 isolated islands where people reside.The message was to convey the mission of NTT Docomo, Japan’s No.1 telecommunications company providing electrical waves to every one of these islands.
In the morning of the “The Day of the Sun," this ad was able to bring readers outside into the sunlight. Instead of smartphones, people had the paper in their hands and bathed in the morning light. The ad let people look up, and offered something exciting to talk about. The “Day of the Sun" is also celebrated as Vernal Equinox Day, so the people not only basked in the morning light but were also able to feel the arrival of spring.
Why was this done with the morning paper, and not through digital media which docomo specializes in?Well, conversations at the breakfast table tend to be taken away by smartphones, Therefore NTT Docomo wanted to provide something to talk about on this morning of the Day of the Sun, through a newspaper ad that required sunlight. The Japanese newspaper has the feature of being directly delivered to the individual's home, which is more effective than direct mail?
Well, conversations at the breakfast table tend to be taken away by smartphones, Therefore NTT Docomo wanted to provide something to talk about on this morning of the Day of the Sun, through a newspaper ad that required sunlight.Put your smartphone aside, enjoy the morning light and have a conversation.