Cannes Lions
ROCK'N ROLL JAPAN, Tokyo / BENESSE / 2013
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Description
With an original song playing in the background, the advert shows typical events in the life of mother as she emotionally prepares for her son’s graduation from kindergarten. Next year he will be “grown-up” first grader. No more taking him to and from school. But as in Western countries, graduation is the end of one stage and the start of new challenges.
Benesse’s “Challenge for 1st Graders” is a home study correspondence course consisting of books and teaching materials for first-year primary school students.
“Taisetsu na Tomodachi” is a song originally developed for children to sing at their kindergarten graduation.
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