KIDS HELPING KIDS by ADK Asatsu-DK Tokyo for Askul

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KIDS HELPING KIDS

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Industry Stationery
Media Design & Branding
Market Japan
Agency ADK Asatsu-DK Tokyo
Creative Director Issen Okamoto
Art Director Shinichi Hanafusa, Nobuhiro Nakagawa
Released August 2011

Credits & Description

Category: Promotional Item Design
Advertiser: ASKUL CORPORATION
Product/Service: OFFICE SUPPLIES
Agency: ADK JAPAN
Executive Producer: Naoki Sato (ADK)
Executive Producer: Harumi Torii (Kids Earth Fund)
Project Planner: Takeyuki Miyaki (ASKUL Corporation)
Creative Producer: Shigemi Komatsu (ADK)
Communication Planner: Hiroshi Kojima (ADK)
Creative Director: Issen Okamoto (Okamoto Issen Graphic)
Art Director: Shinichi Hanafusa (Okamoto Issen Graphic)
Art Director: Nobuhiro Nakagawa (Okamoto Issen Graphic)
Media placement: Special Package - Direct Sale Web-Site - 25 Aug.2011

Describe the brief from the client
On March 11, 2011, a catastrophe struck East Japan. Despite suffering damages from the disaster, ASKUL, Japan’s no.1 direct-order retailer of office supplies, continually delivered a variety of relief material to the victims.
Subsequently, ASKUL recognised the need for an ongoing system of support for areas affected by the disaster, in collaboration with customers.

Describe the challenges and key objectives
Subsequently, ASKUL recognised the need for an ongoing system to support areas affected by the disaster in collaboration with customers.

Describe how you arrived at the final design
Cube tissue boxes were transformed into canvases for kids’ artwork. A portion of the revenues was donated as art-use royalties to support the ongoing art-creation efforts of kids.

Give some indication of how successful the outcome was in the market
ASKUL succeeded in developing a product with a new and unique design value. The project delivered joy and hope to children in the disaster areas. Customer support was evident in sales: up 233% year-on-year.