2012 Results

CAT 37 - Publication Design (GD)



KSC Corporation, "National Defense Calender"37-01136-GD

Agency (city): I&S BBDO Inc. Tokyo

Art Director(s): Hiroyuki Nakazato / Takahiro Sakai

Production Company (& City): Tone Up Corp. Tokyo

Strategic Planner: Peter Smyth / Yosuke Yamauchi

Producer: Tatsuya Watanabe / Toru Hara

Short explanation

Since ancient times, Japanese people have had good sword skills but not shooting skills. The client wanted to do something as a toy gun manufacturer. We created page-a-day calendar with shooting target printed on each page, allowing people to practice shooting every day. The target becomes smaller as they tear off the page for them to improve the shooting skill. The calendar became the premium novelty goods that drew customer interest, contributing to the store traffic during the Christmas season. It also strengthened the relationship between client and enthusiastic users throughout the year. Also, Japanese people’s shooting skills have been tremendously improving.


The brand promotion of KSC, a Japanese toy gun manufacturer.