| Title | GREAT FAILURE |
| Brand | FROEBEL-KAN CO., LTD. |
| Product / Service | BRANDING |
| Category | E03. Special Build |
| Entrant | FROEBEL-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 |
| 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 |
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.
Introduced a project to praise creativity which will be incorrect on test. Introduced a project to applaud creative answers which would normally be incorrect. 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.