“The BAKADA (Foolish) University”, depicted in Akatsuka’s major manga, was brought to life for the event at the most iconic place, “The University of Tokyo*”, smartest university in Japan, which it’s gap was the PR trigger as “The Foolish University implemented at The Smartest University”. *The University of Tokyo: Academically the best National University in Japan which only 1% of all applicants can pass.

The BAKADA University actually offered classes for limited 4 months, with “foolish” professor – innovators, challengers and the change makers, from various genres from comedian to musicians, anatomists to contemporary artists like Makoto Aida. They all held class theme related to foolish-ness.

Prior to the event, the announcement was made through transit ad posters with the first ever posters made with actual college notebook papers, pasted together into B1 size, creating a hook that foolish announcement printed on an academic college notebook.

Throughout the graphic series, Akatsuka’s most popular character from his manga, was featured in an unconventional way. Each character was acting foolish, cheating in exams, reading the textbook upside down, etc. This unusual behavior of the characters was intended to arouse the target’s photo taking desires.

During the event, we produced and sold the University official apparels and goods which was limitedly produced, the design was simple enough to be worn outside the event which contributed to organic PR exposure.

-PR exposure ad value approx.US$2million.

-Event’s product merchandise approx.US$150,000.

-Lectures published and extended as correspondence courses.

-The official event products ended up celebrities voluntarily wearing them on TV as a fashion item, which also contributed as PR exposure.