The solution was ‘heal-Ring’ - a plaster with a ring visual. Wives in this cold town often suffered from dry, chapped hands, unmistakable evidence of the continued love and support they have shown to their husbands. With heal-Rings husbands can easily show their appreciation to their partners by putting it on their fingers.Each set of heal-Rings are mailed to a married man in his 10th year of marriage on our customer list, along with a message to encourage him to show his appreciation by using it and an invitation to offer his wife a real second ring.

A small jewellery shop in a northern town in Japan wanted to promote the idea of giving a ‘second’ ring to your wife as a way to commemorate your 10-year anniversary. However, men in northern Japan are very silent, and hardly accustomed to openly expressing their feelings of love and care. To sell the rings, we needed to introduce an easy first step to encourage them to show how they really care about their wives.

We saw a great impact on sales, the number of store visitors, and notably, the husbands’ behaviour.- Weekly ring sales among married men in the 30s & 40s were up by 62.5% (YOY basis)- Weekly store visitors were up by 73.8% (YOY basis)- The shopkeeper said he saw a record number of older couples in the store holding hands

-explain the strength of the creative and originality-describe why it is most appropriate to the brandTo encourage husbands to offer a ring to their wives, we wanted them to pay care and attention to the fingers of the wives, where our rings would fit in. By borrowing the image and function of a plaster - a simple daily product - we inspired them to start showing appreciation to the wives' every day support in an easy way, and invited them to buy a second ring.