Because the purpose of life insurance is to support the wellbeing of families, we wanted to design a calendar that would promote laughter and happiness for them. To fulfil this goal, we chose the old Japanese saying, “Happiness comes to those who laugh,” as our concept. This means that laughter is not born from happiness, but that by laughing, happiness naturally follows. With this in our minds, we created a calendar that would foster communication within families.

To encourage laughter within families, we designed the following instructions.

Calendar Concept

1.the concept behind this design is the traditional game “Fukuwarai,” in which players place stickers on masks to create eccentric facial expressions. The objective is to make others laugh.

2.Completed masks can be cut out and worn.

3.Additionally, the masks can be reused as postcards, and can send joy and laughter to important people who live far away.

Prudential received encouraging words from its clients:

“We as a family had a joyous time playing with the calendar.”

“Our kids are really looking forward to next year’s calendar.”

“When I look at this calendar, my heart warms.”

We also received some kind remarks from Prudential:

“It was all thanks to this calendar that we were able to create a stronger relationship with our clients."

“We were able to establish ourselves as a company that cares about its clients.”