Write a short summary of what happens in the film

Nikkei is the most popularly read economic newspaper in Japan, but today’s younger generation of readers is finding it hard to see the benefit of subscribing. These series of ads show the Aha! moment when a scene from everyday life suddenly connects to news headlines and you see the world better. In a world flooded with fake news, true news is essential in helping to interpret and correctly understand what’s going on around you.

Cultural/Context information for the jury

Compared to other Asian countries, young people in Japan have extremely low interest in politics and the economy. They only read the headlines of online news or a couple of lines on a compilation site. However, there are some young people that diligently follow the news and have an understanding of what is going on in the world. This is creating a knowledge disparity among the young. This ad is designed with the aim of depicting this disparity and triggering a sense of urgency among those that are choosing ignorance.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

In the Japanese language, there is a style of speech called “keigo,” which is used in situations that require a show of respect or politeness (i.e., talking to a superior, an older person, or a stranger). In this ad, we intentionally excluded the use of “keigo.” By only using casual, everyday language of young people who are the target of this ad, we aimed at creating a sense of accessibility and familiarity among the target.