Cannes Lions

PHONEBOOK

DENTSU, Tokyo / KODANSHA / 2010

Awards:

1 Silver Cannes Lions
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Overview

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Credits

Overview

Description

In Japan, Internet ad spending of the has grown larger than that of newspapers for the first time in 2009. The introduction of the iPhone, Kindle and iPad frightens the publishing industry. If this goes on, could paper become worthless in future? Our mission is to find or develop new communication value of Print media.

Execution

Using PhoneBook requires both a children's book and parent's iPhone. Children sit on the parents' laps to flip its pages and the texture of papers as well as actions or music of digital devices. Kindle or iPad will never be able to follow this only with their digital attributes.

Outcome

・PhoneBook’s demo movie has been played more than 200,000 times on the Internet.・Over 100,000 people visited the PhoneBook WEB site since its opened.The keyword of PhoneBook is “Analog on the Digital Technology”. PhoneBook is expandable to other print media such as leaflets, catalogues, or CD jackets.

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