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The Asahi Newspaper Moves
| See full size 614x895 px | |
| Released: | June 2008 |
| Avertiser: | THE ASAHI SHIMBUN |
| Agency: | DENTSU KANSAI |
| Country: | Japan |
| Category: |
Publications & media
|
| Awards: |
Cannes Lions 2008 Media Gold
Ad Stars 2008 Gold
|
| Tags: |
Case study
Cannes 2008
Award show winner
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Newspapers
Title: THE ASAHI NEWSPAPER MOVES
Advertiser/Client: THE ASAHI SHIMBUN
Product/Service: NEWSPAPER
Entrant Company, City: DENTSU KANSAI, Osaka
Country: JAPAN
Media/Advertising Agency, City: DENTSU KANSAI, Osaka
Country: JAPAN
Category: Best Use of Newspapers
Title: THE ASAHI NEWSPAPER MOVES
Advertiser/Client: THE ASAHI SHIMBUN
Product/Service: NEWSPAPER
Entrant Company, City: DENTSU KANSAI, Osaka
Country: JAPAN
Media/Advertising Agency, City: DENTSU KANSAI, Osaka
Country: JAPAN
Credit Details:
| Name | Position | Company |
| Takaaki Yamazaki | Creative Director | DENTSU INC. Kansai |
| Junichi Harima | Copywriter/Animation | DENTSU INC. Kansai |
| Mamoru Ichino | Art Director/Animation | DENTSU INC. Kansai |
| Shunji Mori | Producer | DENTSU INC. Kansai |
| Hideyuki Kojima | Producer | DENTSU INC. Kansai |
| Yu Ishida | Producer | DENTSU INC. Kansai |
| Jun Hisayasu | Producer | DENTSU INC. Kansai |
| Kyoko Sugano | Producer | DENTSU INC. Kansai |
| Ryoichi Karasuno | Art Director/ Designer/Animation | DENTSU TEC. Kansai |
| Hideya Iguchi | Designer/Animation | DENTSU TEC. Kansai |
| Akira Yamada | Photographer | Studio JAPS |
| Shinya Murai | Photographer | Shin Studio |
| Sumako Sakagami | Animation Producer | P3Peace |
| Seiji Nomura | Animation | Studio Nakaguro Negio |
Innovative Media Strategy:
The Asahi Shimbun, the top share newspaper in Japan, renews greatly its layout and figure. To communicate the "movement" we made all the ads on the paper move.
Creative Execution:
Most readers watched the advertising much longer than usual (about 20min per person) because of the surprise that the newspaper ad moved and the accuracy of the movement.
Target Audience:
The Moving Ad told both of the renewal of Asahi Shimbun and what clients (of Asahi Shimbun) want to say at the same time.
Effectiveness:
As a result, the Moving Ad was watched by 1.3 million families of the reader and attracted the attention from over 100 of internet media like blogs, SNS, videos on Youtube and TV news.