Phonebooks: "RIDE! RIDE!" Design & Branding by Dentsu Tokyo

Category: Other Digital Executions for Advertising and/or Promotion of Brands or Products
Advertiser: KODANSHA
Product/Service: PHONEBOOK
Agency: DENTSU
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.mobileart.jp/phonebook/award/index_en.html
Executive Creative Director: KISHI, Yuki (DENTSU INC.)
Creative Director: WATANABE., Saori (DENTSU INC.)
Art Director: KUROSU, Masaharu (DENTSU INC.)
Copy Writer: MURAI, Yosuke (DENTSU INC.)
Programing Director / Programmer: FUKATSU, Takayuki (Art & Mobile)
Programmer: MORI, Takuma
Chief Producer: KISHIRO, Shinya (ROBOT COMMUNICATIONS INC.)
Producer: MATSUMOTO, Takahiro (ROBOT COMMUNICATIONS INC.)
Producer: KAWASAKI, Yasuhiro (ROBOT COMMUNICATIONS INC.)
Animation Producer: MATSUMOTO, Emi (ROBOT COMMUNICATIONS INC.)
Animation Production Manager: ITOH, Maki (ROBOT COMMUNICATIONS INC.)
Planning Director: TANAKA, Tomoko (ROBOT COMMUNICATIONS INC.)
Sound Producer: SUGISAKI, Takashi (aiin CO.,LTD.)
Sound Effect Designer: SASAKI, Hideaki (ONPa)
Film Director: YAMASHIRO, Takeki (ROBOT Communications Inc.)
CG Director: OOISHI, Naoki
Media placement: book - Book Store - 20 Apr. 2010

Describe the challenges and key objectives
We focused on the fun of 'turning the pages' which is the unique value of print media. And next, we focused on 'picture books' for kids and combined the idea with iPhone. That is 'PhoneBook'.

Describe the brief from the client
In Japan, Internet ad spending of the has grown larger than that of newspapers for the first time in 2009. The introduction of the iPhone, Kindle and iPad frightens the publishing industry. If this goes on, could paper become worthless in future? Our mission is to find or develop new communication value of Print media.

Describe how you arrived at the final design
Using PhoneBook requires both a children's book and parent's iPhone. Children sit on the parents' laps to flip its pages and the texture of papers as well as actions or music of digital devices. Kindle or iPad will never be able to follow this only with their digital attributes.

Give some indication of how successful the outcome was in the market
・PhoneBook’s demo movie has been played more than 200,000 times on the Internet. ・Over 100,000 people visited the PhoneBook WEB site since its opened. The keyword of PhoneBook is “Analog on the Digital Technology”. PhoneBook is expandable to other print media such as leaflets, catalogues, or CD jackets.