The Tokyo Shimbun Film, Digital Share the Newspaper with Children by Dentsu Inc. Tokyo

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Share the Newspaper with Children

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Industry Newspapers
Media Film, Digital, Interactive & Mobile
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Hirofumi Hayashi
Copywriter Tomoaki Miyata, Masashi Omae, Hirofumi Hayashi
Designer Kenichi Kuroiwa, Yoichi Tsunekado, Takaaki Tezuka, Kazuhisa Komiya, Tomohisa Komiya, Kenichiro Kuroiwa
Illustrator Masaharu Kurosu
Production Taki Corporation
Released January 2013


Cannes Lions 2013
Media Lions Product & Service; Publications & Media Silver

Credits & Description

Advertised brand: The Tokyo Shimbun
Advert title(s): Share the Newspaper with Children
Advertising Agency (Name, City, Country): Dentsu, Tokyo, Japan
Agency website:
Creative Director: Hirofumi Hayashi, Masaharu Kurosu
Art Director: Masaharu Kurosu
Copywriter: Hirofumi Hayashi, Masashi Omae, Tomoaki Miyata
Illustrator: Masaharu Kurosu
Agency Producer: Satoshi Ogawa, Yasuo Kabasawa, Makoto Kanabayashi
Strategist: Norihito Sako
Production: Taki Corporation
Production Producer: Fumihiro Yokoyama, Hiroshi Kanou, Hisanao Tenmyo, Kei Kohara
Production Director: Tsukasa Yamamoto
Designer: Yoichi Tsunekado, Kazuhisa Komiya, Kenichi Kuroiwa, Takaaki Tezuka
Published/Released (Month, Year): Oct, 2012
Creative Director/Copywriter: Hirofumi Hayashi (Dentsu)
Creative Director/Art Director: Masaharu Kurosu (Dentsu)
Agency Producer: Satoshi Ogawa (Dentsu)
Planning Director: Norihito Sako (Dentsu)
Media Producer: Yasuo Kabasawa (Dentsu)
Interactive Producer: Makoto Kanabayashi (Dentsu)
Copywriter: Masashi Omae (Dentsu)
Copywriter: Tomoaki Miyata (Dentsu)
Production Producer: Fumihiro Yokoyama (Taki Corporation)
Production Producer: Hiroshi Kanou (Taki Corporation)
Production Producer: Hisanao Tenmyo (Taki Corporation)
Production Producer: Kei Kohara (Taki Corporation)
Production Director: Tsukasa Yamamoto (Taki Corporation)
Designer: Yoichi Tsunekado (Taki Corporation)
Designer: Tomohisa Komiya (Taki Corporation)
Designer: Kenichiro Kuroiwa (Taki Corporation)
Designer: Takaaki Tezuka (Taki Corporation)

Results and Effectiveness

The newspaper became a medium read by both parent and child (37% of user households, according to research conducted by the Tokyo Shimbun) and became an educational tool for children. We received a lot of feedback from parents that the newspaper helps to educate their children. The Tokyo Shimbun received new business opportunities: Several companies published ads targeting both parents and children in the Tokyo Shimbun using this service. The kind of reaction we received can be seen in the number of AR reading app downloads - a +2100% jump.

Creative Execution

We analyzed the situation of newspapers. We got the two ideas;
1-Creating new target of newspapers as children,
2-Creating new values as a educational tool.
And we realized two ideas using smartphones. The most important point was that digital tools made a future of newspapers, old media. Usage of media made ​​it very simple. By smartphones holding over the newspaper, articles for adults changed into ones for kids. This simplicity leads to ease of use of the service for the readers, and led to maximize the effect.

Insights, Strategy and the Idea

The challenge was to create a future for newspapers at large. If newspapers become readable for children, they will contribute to family communication and to child education. So, we changed the newspaper into a medium read by both parent and child, and transform it into an educational tool for children with smartphones - their favorite toy.