若者に新聞の価値を再発見してもらうために、若者と毎日新聞の接点をつくるキャンペーン企画。 PCや携帯で情報が容易にとれる昨今において、 新たな媒体を、さらに手に取らせるのは難しい。そこで、年々販売数が低下している新聞とは真逆に、販売数を伸ばしているベットボトルに目をつけた。既に、鞄に忍ばせているミネラルウォーターの パッケージラベルを新聞 にすることで、水を口にする際に、自然と記事が目に入る仕組みだ。提携したスーパーで1ヶ月で31種類を発売し、店舗ごとに3000本が完売した。

Newspaper-readable mineral water

To activate communication between the Mainichi Newspaper and young people, who tend to read newspapers less these days. In order to have young people rediscover the value of newspapers, we developed a medium that continuously increases the contact points between young people and the Mainichi Newspaper.  In concrete terms, we changed the packaging of the mineral water that is bought by young Japanese each day into a newspaper, and over one month sold 31 varieties. When arranging the bottles of mineral water in the store, we replicated the packaging design of the real thing, copying the newspaper logo and the typeface, so it would look like real newspapers lined up for sale.

Creative Director : Kosuke Takeshige
Creative Director : Yoshinaka Ono
Creative Director : Ken Yamada
Art Director : Yoshinaka Ono
Copy Writer : Kosuke Takeshige
Copy Writer : Ken Yamada
Designer : Yoshinaka Ono
Designer : Hideya Kuramoto
Media Planner : Masahiro Sekimoto
Media Planner : Atsushi Makino
Media Planner : Hiroaki Takahashi
Photographar : Kenicih Sonehara
Photographar : Atsuhiro Shirahata
Producer : Yuta Sato
Assistant Producer : Hayato Satomi
© Yoshinaka Ono  All rights reserved.