To convey a message with great impact to a wide range of the Japanese public in a short period, we carried out a campaign focusing on Asahi Shimbun, the most influential newspaper having a home delivery rate of 99% with an overwhelming circulation of 8.32 million.Launched as a project to "colour all of Japan blue, the colour of Japan's national soccer team." Specifically, on the day of a match just prior to the opening of the World Cup - we placed a two-page ad in Asahi Shimbun, and delivered to people's homes a 'cheering tool', to root for Japan's national soccer team.