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ORONAMIN C × ASAHI Shimbun Nothing says love like today’s paper. A treasure forever.

MISSION

Over 50 years since its launch, ORONAMIN C, a carbonated nutrition drink, was becoming an aging brand and needed to strengthen engagement with a younger market.

PR CREATIVE IDEA

On the morning of the day of the Coming of Age Ceremony, the top page of a newspaper was delivered as a letter from 20-year-old children to their parents. The newspaper consisted of a large childhood photograph printed on top of the front page of the newspaper published on the day the 20-year-old was born, with a current photograph and message to their parents and those who have supported them, on the back page. As an original newspaper to commemorate the special day, the special papers were delivered to 118 families nationwide.

IMPACT

On the day of the Coming of Age Ceremony, the papers were featured on numerous TV news shows and other programs. The topic appealed to young people and succeeded in making the newspaper itself a diffusion device on SNS.

STAFF

  • Creative Director

    Mutsumi Ajichi (ADK)

  • Copywriter

    Kazuma Aoki (ADK)

  • Art Director

    Fusanari Masuda (ADK)

  • Account Executive

    Norifumi Moriya (ADK)

  • Account Executive

    Yuhei Nakahara (ADK)

  • Account Executive

    Keita Maeda (ADK)

  • Group Leader of Media Dep.

    Takaaki Hiratsuka (ADK)

  • Media dept.

    Aya Kodama (ADK)

  • Manager, Cross-Functional Sales and Marketing Dept

    Kunihiro HAYASHIDA (The Asahi Shimbun Company)

  • Deputy Manager, Account Service Department No.2 Advertising Division

    Masaki NAKAMURA (The Asahi Shimbun Company)

  • Senior Executive, Cross-Functional Sales and Marketing Dept. Advertising Division

    Kenji KIKUCHI (The Asahi Shimbun Company)

  • Senior Sales Executive, Account Service Department No.2 Advertising Division

    Takeshi ARIMORI (The Asahi Shimbun Company)

  • Art Director

    Kenji Nakato (Creators Group MAC)

  • Designer

    Yusuke Hatakeyama (Creators Group MAC)

  • Designer

    Kosei Ito (Creators Group MAC)

  • Designer

    Natsuki Sato (Creators Group MAC)

  • Designer

    Anju Miyawaki (Creators Group MAC)

  • Chief Producer

    Hiroshi Tamaki (ADK ARTS)

  • Production Manager

    Hitoshi Tanaka (ADK ARTS)

  • Assistant Production Manager

    Ayumu Sasaki (ADK ARTS)

  • Director

    Shinichi Mochinaga (ADK ARTS)

WORKS