Cannes Lions
HAKUHODO, Tokyo / JAPAN JUDO ASSOCIATES / 2003
Overview
Entries
Credits
Execution
With a modest budget, relatively long campaign term, and importance of long lasting effects, our media team decided to pick outdoor advertisement and its unusual concentration in the middle of Osaka city as the most appropriate. Rather than TVCM and other mass media campaigns with a big budgets and effects which tend to peak immediately after exposure then die away too soon. Also, we expected local media coverage immediately after first exposure.
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