Cannes Lions

THE ASAHI SHIMBUN

HAKUHODO, Tokyo / THE ASAHI SHIMBUN COMPANY / 2012

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Film
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Overview

Entries

Credits

Overview

Execution

They printed The Massage Circulation Ad featuring a diagram of acupressure points.Cut out... slip on... and knead.Easy enough for anyone to deliver a great massage.The cut out section also served as a letter of gratitude.The Massaging Circulation Ad connected families in ways digital media couldn’t.

Outcome

Tweets, blogs, and e-zines mentioned the ad.

75% of the readers responded positively.The ad is displayed at the Japanese Newspaper Museum, NEWSPARK.

And subscriptions stopped falling for a whole month.Even more importantly, families began to gather around the newspaper again.

Similar Campaigns

12 items

3 Spikes Asia Awards
Journa-Rhythm

TBWA\HAKUHODO INC., Tokyo

Journa-Rhythm

2023, THE ASAHI SHIMBUN COMPANY

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