Ten graffiti artists working in Japan drew illustrations of all 80 different job categories listed in “From A,” based on photographs of celebrities who are particularly popular among Japanese youths. Posters created from the drawings became collaborative ventures between artists and celebrities, while the stations where the posters were displayed became impromptu art galleries. The campaign sought to fill the hearts of young people who saw the posters, with part-time jobs.

The campaign succeeded in garnering insight among young people that “From A” listed attractive part-time jobs, leading to greatly increased circulation for the magazine. In a survey of part-time job magazines, “From A” easily outdistanced other free magazines in unaided recall among young people seriously looking for part-time jobs. In addition, this was the first advertisement campaign held in Japan that used 80 different hand-drawn posters altogether, and this contributed to extensive media coverage of the promotion.