In Japan, as fashion magazine models are idolized, the ads made up of portraits of 4 models had a great impact on 10 million readers. The only information included on the ads are URLs, "name of model".com. People accessed the website and learned that different portraits were used in each prefecture. So 47 x 4 pages = 188 portraits were published in 1 day. It was featured on TV, talked about on blogs and SNS. The ads were sold and bought on the internet auction sites and compiled into a book sold for 25 dollars in the bookstore as well as on-line store. We created an advertisement revenue model whereby newspaper company would forgo the media costs for placing the ads, and instead receive a part of the profits from the sales of the books. The revenue from the books sales also covered the entire production cost of the campaign.

These books became best sellers, and ranked No. 1 on amazon.jp. By developing a new advertisement revenue model, that we got Yomiuri Newspaper to agree to waive the media costs for this advertising campaign. Instead we placed 4 full-page ads for free that had a great impact on the consumers, and paid Yomiuri Newspaper part of the revenue from the sales of the photo book. We also paid for the entire production costs of these books out of the revenue.

So Yomiuri Newspaper was able to raise revenue from the ad space without an advertiser.The agency was able to raise revenue from a campaign without an advertiser, and without a budget. This campaign did not have a client in the traditional sense. The true clients of this campaign were the consumers.

By positioning the consumers as our true clients, we were able to discover new possibilities of an "ad campaign."