Background

Situation: Overworking has become a social issue in Japan. In particular, the advertising industry had a strong image of long working hours and not being able to take time off. That didn’t give a good impression to job-seeking students. As a result, advertising production company Dentsu Tec was having a hard time securing excellent students. Furthermore, students turning down unofficial job offers* was also a recurring trouble. * unofficial job offer is a common practice in Japan where companies offer job position to students before they graduate. Brief: Communicate the appeal of Dentsu Tec and increase the number of students who want to apply for a job. Objectives: 1.Appeal the craftsmanship that Dentsu Tec has acquired over a long time 2.Make both work time and off-time of employees attractive and wipe out the negative images Budget: 7.5M yen (Approx 72,248 USD) Project scale and volume: 800 pamphlets

Describe the creative idea (40% of vote)

1. In order to get a sense of familiarity and interest in the work of Dentsu Tec, we choose to represent it as the craftsmanship of a sushi chef who is a loved and familiar person to all Japanese people. 2. We created a pamphlet where, when the light is turned on, you see the employee at work (= ON-time), then when the light is turned off, the employee during their free time(=OFF-time) appears with a black light. Brand relevance: The craftsmanship of Dentsu Tec acquired over a long time is converted and expressed as the craftsmanship of traditional Japanese sushi chefs. Target audience: Job seeking students

Describe the execution (40% of vote)

In order to convey the latest solution means, we created a pamphlet using "the latest printing technology that enables full-color expression with black light". We distributed it with a pen-shaped black light to the job seeking students interested in Dentsu Tec. When the light is turned on, you see the employee at work (= ON-time), then when the light is turned off, the employee during their free time(=OFF-time) appears. As we showed employees both fulfilled at work (=ON-time) and during their OFF-time, we succeeded in appealing that our company employees do not overwork.

List the results (20% of vote)

We succeeded in appealing that the company doesn’t do overwork resulting in the increase of the number of applicants for employment to 121% compared to the previous year and the rate of students turning down unofficial job offers dropping from 14% to 0%.