The Campaign

The idea is “Building communication”. The yearbook was produced in the concept of traditional Japanese wood construction method’s “Fitting and Connection” which firmly connecting wood to wood as message of “Building communication”. The role of copywriter is to use an extreme amount of ideas and techniques to create a strong bond between business to business and from business to consumers, it is “The language craftsman”. The yearbook was produced with the concept of "Fitting and Connection", a traditional Japanese wood construction method where pieces of wood are firmly connected to each other, as a message of "Building communication".

Creative Execution

On the front cover of the yearbook, we have incorporated the initials C and N of "The Nagoya Copywriters Club" and joined them in a motif which incorporates “Fitting and Connection,” Tsugite?Shiguchi traditional Japanese joining techniques, in order to produce a distinct visual style. We use actual wood on the front cover, and it is designed in such a way that it can cleanly fold in on itself when the book is closed. The letters fit together firmly in order to represent good communication, as well as the strength that comes with it. On December 12th, 2017, "The CNN Awards Ceremony and Yearbook/Almanac Publication Commemoration Party" was held, and the almanac's release was announced. You can purchase the almanac on the Nagoya Copyrighter's Club website. http;//www.ccn.gr.jp/index.html

Indication of how successful the outcome was in the market

Many of the copywriters who obtained the yearbook can reaffirm the significance and potential of their works all over again. Other copywriters who have perused the Annual and seen the award recipients experience greater motivation that makes them want to earn the award themselves the following year. Thanks to this, the number of people who have purchased the Annual is also up from last year.