We composed ultra-real love letters from the sea creatures to express a romantic winter atmosphere at Osaka Aquarium KAIYUKAN.

Without upsetting their daily routines, we collected kiss marks from the sea creatures.

(Because the whale shark’s is too large (more than 1m!) we took it from a life-size model.)

The wording of the love letters was also created to fit the personality of each of the creatures.

The letters were sent at the most romantic time in Japan—Christmas.

The heartwarming letters were taken up by YAHOO! News

(the largest site in Japan) and more than 40 media organizations.

Love letter themed outdoor advertising in Osaka’s major transportation medium was carried out in conjunction with the rollout, as well as a kiss mark stamp rally inside the aquarium, all connecting to attract customers.

1: December visitor numbers reached a record high for the aquarium since it first opened 25 years ago.

(9 percent up from previous year, 15% up in January, 9% up in February).

We succeeded in giving the Kaiyukan a romantic image in winter.

Kaiyukan wasn't just cool, it also became a place to feel heartwarming love.

2: Recognition of Kaiyukan as a winter date spot took root for men and women in their late teens and twenties.

3: There were 8000 entries in four days to a campaign to win the gift of a love letter to yourself.

so we considered it appropriate for the Direct category.