Creative Direction: Yuya Kaneko
Art Direction and Design: Tadahiro Guniji
Copywriting: Ken Isome
Photography: Tadaaki Hamasaki, Shimei Nakatogawa,
Hiroshi Aoki, Tadashi Endo, Takanori Okuwaki
Stylist: Moe Aoki
Produce: Shintaro Hirai, Hirofumi Miyauchi
Music: Tatsuya Yamada (ttymd.com)
Film Direction: Tadahiro Gunji, MONSTER FILM
Client: HANA-Cupid Cooperative
This was a newspaper campaign aimed at reminding people of the tradition
of sending flowers on Mother's Day.
Advertisements adorned with red flowers were folded into the day's
newspaper, recreating a bouquet of flowers. The design was inspired by
the custom of florists using old newspapers to wrap flowers in.
Kiosks in every station on Tokyo's Yamanote Line were turned into flower
shops, to spread the message to train riders and vendors.
The campaign received coverage from many other media, and the clients,
Hana Cupid and Asahi Shimbun, recorded a significant increase in sales.