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Asahi Shimbun Adverts & Commercials Archive

THE ASAHI PICO-PICO ANIMATED NEWSPAPER


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Credits & Description:

Advertiser: THE ASAHI SHIMBUN COMPANY
Agency: DENTSU, DENTSU CREATIVE X
Category: Publications & Media
Advertising campaign: THE ASAHI PICO-PICO ANIMATED NEWSPAPER
Designer: Masahiro Kito (Dentsu Creative X )
Art Director: Ryoichi Karasuno (Dentsu Creative X )
Art Director: Kyohei Myoga (Dentsu )
Designer: Kyohei Nomura (Dentsu Creative X )
Designer: Yoshiyuki Miyoshi (Dentsu Creative X )
Designer: Yuka Saraie (Dentsu Creative X )
Photographer: Akira Yamada (St. Japs)
Planner/Copywriter: Fumiko Nagai (Dentsu )
Creative Director/Planner/Copywriter: Junichi Harima (Dentsu )
Designer: Kikuko Ando (Dentsu Creative X )
Art Director: Mamoru Ichino (Dentsu )
Producer: Sho Hirai (Dentsu )
Producer: Takafumi Suzuki (Dentsu )
Designer: Saori Kawakami (Dentsu Creative X )
Art Director: Taichi Sayama (Dentsu )

Effectiveness
According to the survey, 92.3% spent more time on this edition than usual. 75.0% of experienced subscribers expect it in the future of the Asahi Shimbun Newspaper. 'Pico-Pico Animated Newspaper' forged a new chapter not only in 130 year history of The Asahi Shimbun but also printing industry and stopped the decline of the readers.

Strategy
Showing innovation outside the contents of the article, we should present the readers the future of The Asahi Shimbun Newspaper as a news media source. We needed to achieve it without extra budget.

Execution
We invented a new printing technology while old printing technology had literally come to a stop for many, many years.The new technology is 'Pico-Pico Animated Print'.On July 14, 2013, a special edition with special film was delivered to 1,300,000 subscribers. Through the film, all ads on the edition became animated.We provided not only more value than usual to the clients of the ads, but also the future of newspaper to the readers at the same time.

The Promo / PR Ad titled THE ASAHI PICO-PICO ANIMATED NEWSPAPER was done by Dentsu Inc. Tokyo advertising agency for product: The Asahi Newspaper (brand: Asahi Shimbun) in Japan. It was released in the Mar 2013.
Brand name: Asahi Shimbun
Product: The Asahi Newspaper
Agency: Dentsu Inc. Tokyo Dentsu Creative X Tokyo
Country: Japan
Category: Newspapers
Released: March 2013

Advertising campaign


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