Japan is a workaholic nation (with the most working hours per week of any other country, according to a Japan Cabinet Office survey). Even Christmas is treated as a normal workday. Glico — a popular Japanese confectionary maker — sought to solve this social problem of Japanese workaholics at Christmas, the company’s largest sales season.

Together with Google, we devised a totally private delivery system with a unique approach. We recruited mums at the beginning of December. With participants from across Japan, we started delivering banners to dads en masse on December 25.