GREAT FAILURE

TitleGREAT FAILURE
BrandFROEBEL-KAN CO., LTD.
Product / ServiceBRANDING
CategoryD03. Live Events
EntrantFROEBEL-KAN Tokyo, JAPAN
Idea Creation FROEBEL-KAN Tokyo, JAPAN
Idea Creation 2 DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production BB MEDIA Tokyo, JAPAN
Production 2 DENTSU CREATIVE X INC. Tokyo, JAPAN

Credits

Name Company Position
Ryo Honda Freelance Exective Creative Director
Yasuharu Sasaki Dentsu Inc. Exective Creative Director
Yusuke Shimano Dentsu Inc. Creative Director
Runa Oyamada FROEBEL-KAN CO., LTD. Creative Director
Tomoko Kato Dentsu Inc. Creative Director
Yusuke Imai Dentsu Inc. Art Director
Takuya Fujita Dentsu Inc. Copy Writer
Tatsuhiro Nagashima Dentsu Inc. Planner
Yuki Takahiko Dentsu Inc. Planner
Masashi Araki Dentsu Inc. PR Planner
Takao Oyama BBmedia Inc. Producer
Masato Yoshikawa BBmedia Inc. Producer
Takuya Kanda BBmedia Inc. Producer
Wataru Hayashishita BBmedia Inc. Producer
Satomi Takahashi BBmedia Inc. Director
Takuma Ohya BBmedia Inc. Web Director
Keisuke Yoshida BBmedia Inc. Markup Engineer
Masao Fujiyama BBmedia Inc. Project Manager
Yutaka Kochi Freelance Cinematographer
Takashi Tsuzuki Freelance Composer
Takaki Kato TYO Technical Ranch Inc. Audio engineer
Takeshi Suehiro SUI Inc. Production Designer
Nakazawa Shun DENTSU CREATIVE X INC. Designer
Kitaura Sota DENTSU CREATIVE X INC. Designer
Imamura Keisuke DENTSU CREATIVE X INC. Designer
Nishizawa Shino DENTSU CREATIVE X INC. Designer
Sahoda Rina DENTSU CREATIVE X INC. WEB Designer

The Campaign

Introduced a project to praise creativity which will be incorrect on test. We gathered actual incorrect answer sheets from all over Japan. By discovering the hidden creativity in mistakes, we spread the potential thinking to the society. 6,887 “mistakes” were collected. Selected mistakes were exhibited in former elementary schools. The answers were placed in gorgeous frames, transforming classrooms into an art gallery. Many educator and parents visited the gallery, and has become an opportunity to change the mind towards education in Japan.

Creative Execution

1st Phase: Collect creative answers from all over Japan. Launched a campaign to collect creative “incorrect” answers. The campaign, which has both aspects of entertainment and sociality, obtained applause. In just a month, we succeeded to collect 6,887 entries. 2nd Phase: Organizing the creative gallery Out of the answers collected, we exhibited and praised answers of “great” failure. The venue was originally an actual school, so it was held as if a gallery suddenly appeared in the school. Each answer was placed in a gorgeous frame, and produced a space for visitors to thoroughly see the child’s creativity. 3rd Phase: “Creative Test” introduced at educational interface Thanks to a great response for the gallery, some schools and cram-schools began introducing the “Creative Test” as part of the education. The activity which focuses on child’s creativity is now becoming an opportunity to introduce into educational process.

Indication of how successful the outcome was in the market

?Media Publicity? 3 TV programs / 3 newspapers / 1 radio program / 107 Web sites (Statement Quote) “A hint for an age countering AI lies in the abounding amount of failure” ~ Nigata-Nippo “Japanese should enjoy making mistakes” ~ NHK ?Questionnaire Survey? ?Program has originality?98% ?Felt the greatness of child’s creativity?99% ?Decide to acknowledge child’s creativity?98% ?Favourable impression to the brand?94.8% ?Sustainability? An original book which incorporates “Creative Test” and “Great Answer” is scheduled to be published. It will be utilized as a teaching material for children in Japan.

Links

Website URL