| Title | The Great Reminder About Mother's Day |
| Agency | Frontage Inc |
| Campaign | The Great Reminder About Mother's Day |
| Advertiser | SHINANO MAINICHI |
| Brand | SHINANO MAINICHI |
| Posted | May 2017 |
| Business Sector | Newspapers, Magazines, Books |
| Story | We thought that newspaper is the best media to remind people of important day. We selected mothers' day as research shows that only 27% of people remember it falls on the 2nd sunday of may. Moreover, although 70% of people think about giving flowers, most of the time when they get around to it, the day is past. (creative survey 2016) by reminding people of one of the most important day of the year, mothers' day and connect families together, we challenged to strengthen the engagement with its readers. We did 3 things on mothers' day. 1. We took the 140 year old newspaper title and replaced one character with similar one to change from “shinano every day newspaper” to “shinano mothers’ day newspaper”. 2. We filled the pages of newspaper with over 8,000 carnations. 3. We printed a very special carnation. When a reader takes a picture with a smart phone, it comes alive. |
| Media Type | Newspaper |
| Length | |
| Creative Director | Shiro Ueshima |
| Copywriter | Yuki Asai |
| Art Director | Akira Kano |
| Account Executive | Naohiro Utsumi |
| Account Executive | Masaharu Takedagawa |
| Agency Producer | Kyoko Ebe |
| Print Production Company | Dodo Design |
| Photographer | Takuo Itayama |
| Designer | Minoru Dodo |
| Designer | Ryohei Tanaka |
| Flower Artist | Sayaka Imaizumi |