BEYOND WORDS by ADK Asatsu-DK Tokyo for Takarajimasha

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market Japan
Agency ADK Asatsu-DK Tokyo
Executive Creative Director Hiroyuki Nomaru
Art Director Atsushi Sakurada
Copywriter Toru Fujii
Released September 2010

Credits & Description

Category: Best Use of Print
Date of First Appearance: Sep 2 2010
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Executive Creative Director: Hiroyuki Nomaru (ADK Japan)
Creative Director: Toru Fujii (ADK Japan)
Copywriter: Toru Fujii (ADK Japan)
Art Director: Atsushi Sakurada (ADK Japan)
Agency Producer: Keiko Oda (ADK Japan)
Agency Producer: Tsutomu Nezu (ADK Japan)
Media placement: Newspsper - NewYork Times,Asahi,Sankei And Yomiuri Newspaper - 2/9/2010

Insights, Strategy & the Idea

TAKARAJIMASHA, the well-recognized publishing company in Japan, strongly believe that the power of communication is what makes the world a brighter, better place to live.
Though the relationship with US is important, Japan has difficulties in communicating with the US. For example issues such as the US’ military base in Okinawa or the Toyota Recall would not have been solved for a long time.
The idea is “US-Japan conversation by Dogs.”
It means “it’s incredible that even the dogs can talk to each other, people can’t do it well enough.” The gap of communication is derived not only from language but also different ways of thinking. (the Golden Labrador Retriever and Shiba Inu represent the US and Japan).

Creative Execution
This cynical message has been printed in major papers in Japan and US such as the New York Times and the Washington Post at the same time on 02 September 2010.
It is the first challenge for the Japanese publishing company to extend its campaign to US-Japan, which fascinated most Japanese readers who are concerned with US-Japan affairs.

Results and Effectiveness
By executing just before the Presidential Election of the Democratic Party of Japan and the Japan-US Summit, this campaign created a lot of buzz in both countries. Many tweets and mentions are posted to social networks such as twitter, Facebook and mixi.