Objectives were 1) to promote the sale of "One Hundred Books for Summer Reading" and 2) to enhance the image of Kadokawa Bunko. In order to distinguish Kadokawa from its competitors, who were running campaigns in a tone that appealed more to young women, we looked for ways to communicate with a masculine tone and a hard-boiled touch. Since Kadokawa was celebrating its 60th anniversary, we also wanted to go back to its roots and create a campaign that would have a literary feel.