We utilised a medium best suited for our project to 'colour all of Japan blue, the colour of the Japanese national soccer team'. Specifically, we placed a two-page ad in Asahi Shimbun, an influential newspaper boasting a circulation of 8.2 million and a 97% home delivery rate, and we illuminated Tokyo Tower, dubbed the Eiffel Tower of Japan, blue. This was the best solution for integrating general consumers' participation and recognition.