Cannes Lions
HEAT UP THE NEWSPAPER, NOT THE EARTH
DENTSU INC., Osaka / THE YOMIURI SHIMBUN / 2015
Overview
Entries
Credits
Overview
Execution
On Dec. 11, 2014, the newspaper was circulated among all subscribers in Tokyo. The day marked a milestone of 17 years since the adoption of the Kyoto Protocol in 1997.
Outcome
The special website generated more than 40 times the page views of the previous day. The tactic was also covered by various media.
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