We created a magazine with pages that were actual postcards, which could be detached and sent to loved ones. We wanted to show that warm thoughts are better expressed by handwritten notes rather than by email or Twitter.

The letter “A” sounds like the word for “picture,” and 'hagaki' means “postcard.” Together, “A Hagaki” evokes picture postcards.

People’s thoughts put to paper gathered and scattered from here.

By visualizing this “flow of thoughts” through commonly used digital technology, we wanted to remind Japanese people of the warmth found only in analogue communication.

This heart-warming project was widely picked up by the media generating PR exposure equivalent to 2.8 billion yen. Within 12 days of opening, there were over one million people came to see the “Message Cherry Blossoms.” It was a very successful opening promotion.

4000 cherry blossom postcards were delivered throughout Japan. The project succeeded in delivering an “analog warmth” not readily found in email or SNS. It created a movement to once again put pen to paper.