TRUTHS ONLY KIDS CAN SEE
| Client | KADOKAWA SHOTEN PUBLISHING CO. |
| Product | KADOKAWA TSUBASA JUVENILE BOOKS |
| Entrant | DENTSU Tokyo, JAPAN |
| Type of Entry | Use of Media |
| Category | Best Use of Standard Outdoor |
| Title | TRUTHS ONLY KIDS CAN SEE |
| Product/Service | KADOKAWA TSUBASA JUVENILE BOOKS |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Advertising Agency: | DENTSU Tokyo, JAPAN |
| Credits |
| Akira Kagami/Yuya Furukawa/Yoshimitsu Sawamoto |
Dentsu Inc. |
Creative Director |
| Hidetoshi Kuranari/Nadya Kirillova |
Dentsu Inc. |
Copywriter |
| Tetsuya Tsukamoto |
Dentsu Inc. |
Art Director |
| Koji Wada |
Dentsu Inc. |
Agency Producer |
| Kotaro Wakuri |
Dentsu Inc. |
Account Executive |
Results and Effectiveness:
These messages of truth entertained the kids, encouring them to trust thier own feelings instead of listening too much to grown-ups. Accourding to the data of the trail survey we conducted, 89% of the bookstores anwered that they would like to post these posters at their stores. We already received actural requests from 57 bookstores, and which have enabled us to increase free ad exposure.
Creative Execution:
These messages of truth entertained the kids, encouraging them to trust their own feelings instead of listening too much to grown-ups. According to the data of the trail survey we conducted, 89% of the bookstores answered that they would like to post these posters at their stores. We already received actual requests from 57 bookstores, and which have enabled us to increase free ad exposure.
Insights, Strategy and the Idea:
Today, kids in Japan are exhausted. Most of them are forced to study at prep schools from a very young age in order to get into a better school. This busy life with no time to play, leads to stress. Under these circumstances, Tsubasa Jenenile Books was launched on the 3rd of March. Our idea was to cheer up kids and become a relevant brand.