| Title | ULTRA CHALLENGING ORIGAMI |
| Brand | DAINIHON JOCHUGIKU CO.,LTD. |
| Product / Service | KINCHOL(INSECTICIDE SPRAYER) |
| Category | B03. Use of Print |
| Entrant | DENTSU INC. Osaka, JAPAN |
| Idea Creation | DENTSU INC. Osaka, JAPAN |
| Media Placement | DENTSU INC. Osaka, JAPAN |
| Production | MONOLITH,INC. Osaka, JAPAN |
| Production 2 | HARU PLANNING Osaka, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masayuki Furukawa | DENTSU INC. | Creative Director/Planner/Copywriter |
| Takahisa Naokawa | DENTSU INC. | Planner/Copywriter |
| Taizo Hirose | DENTSU INC. | Planner/Copywriter/Director |
| Norikazu Omatsu | MONOLITH,INC. | Art Director |
| Takashi Mizue | MONOLITH,INC. | Designer |
| Teppei Kanda | MONOLITH,INC. | Designer |
| Kyohei Katsuta | Origami House | Origami production Manager |
| Taijun Tsuchida | HARU PLANNING CO.,LTD. | Producer |
| Yuki Uenishi | HARU PLANNING CO.,LTD | Production Manager |
| Kei Nakase | Freelance | Cameraman |
| Yuichiro Hori | HARU PLANNING CO.,LTD. | Editor |
| Reina Mizuno | HARU PLANNING CO.,LTD. | Narrator |
Instead of offering a clue that indicates what will appear after folding, we only showed mysteriously designed black square and a seductive copy on the ad: "Ultra Challenging Origami" so that we could maximize the readers' curiosity.
This campaign was launched on Saturday morning of May, the season in which cockroaches multiply.
Since the day of launch, visitors to the KINCHO website per day doubled, compared to the previous period. People posted the photos of their own cockroach on the SNS, and there were numerous positive reactions such as “After an hour of effort…a cockroach! Damn KINCHO! lol!”
Because this is an idea that uses "origami" technique, it can only be achieved by a touchable media "newspaper ad" in order to create a unique brand experience.
The launch of the ad was on Saturday morning, when readers have enough time to spend. By using an "origami" which is a Japanese traditional culture that is popular among all generations, we were able to reach everyone (which was the required target), and make it an enjoyable toy to the whole family members.