Setsubun (February 3rd) is the day of the traditional “mamemaki” (soybean throwing) in Japan. We chose to publish our advertisement on this very day when families across the nation get together for the “mamemaki” event. We designed the ad in the form of demon's pants that can be cut out, glued together and actually worn, in order to add to the demon chasing fun.

According to the newspaper, 91% of the 19 million households that received the advertisement took notice of it. On the following day, people doing the “mamemaki” and sporting our demon's pants surfaced on numerous blogs, which confirmed the campaign's success in its attempt to boost a traditional event.