‘The Asahi Shimbun’ enjoys the second largest circulation in the world, which has fallen in recent years due to the so-called ‘four screens’. ‘The Asahi Shimbun’ decided to combat this decline. It printed the Massaging Circulation ad, featuring a diagram of acupressure points. Cut out . . . slip on . . . and knead. Easy enough for anyone to deliver a great massage. The Massaging Circulation ad connected families in ways digital media couldn’t. Tweets, blogs and ezines mentioned the ad. Seventy-five per cent of readers responded positively. And subscriptions stopped falling for a whole month.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.