Cannes Lions

TV PROGRAM PROMOTION CARVED INTO A RED PENCIL LEAD

I&S BBDO, Tokyo / NIPPON TELEVISION CORPORATION / 2017

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Overview

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Credits

Overview

Description

The promotion focused on red pencils, which is a symbol of the protagonist’s work as a Proofreader. The title, cast, and the plot of the drama series was carved into the lead of red pencils which only has a diameter of 0.23 inches. The red pencils were displayed at Shinagawa station in Tokyo.

Execution

The red pencil carvings were displayed in a red-themed space as if they were art works. The boxes in which the red pencils were displayed had plates attached to with the title of the drama, cast and plot, simulating the title plates used in museums.

The carving took 3 hours per character and 312 hours in total.

Outcome

The promotion carved into red pencil leads attracted strong attention at Shinagawa station. A total of 37,000 passersby viewed the promotion during the 4 days exhibit.

The promotion became a topic on Social Networking Sites and reached 1,500,000 Twitter users. The promotion succeeded in creating a buzz and leading to an audience rate of 12.9% for the first episode and ranked in first place among other TV programs that aired during the same timeframe.

Similar Campaigns

12 items

1 Spikes Asia Award
Unspectacular but Impressive Advertisement.

I&S BBDO, Tokyo

Unspectacular but Impressive Advertisement.

2017, NIPPON TELEVISION CORPORATION

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