| Title | The Snow Comic (Board) |
| Agency | Hakuhodo |
| Campaign | The Snow Comic |
| Advertiser | Shueisha Publishing Co. |
| Brand | Golden Kamuy |
| Date of First Broadcast/Publication | 2022 |
| Business Sector | Newspapers, Magazines, Books |
| Philosophy | Optimizing the snowfield of Mt. Kamuy, where the story takes place, as the ambient media, we created the world’s first snowfield comic book ad. No CGI was used. No GPS was used. It was the challenge to draw a comic only by feet, relying only on the senses of the snowfield artist. We achieved to complete the piece in three months of production. Needless to say, the drawing would disappear as soon as the snow falls after the completion. However, this ambient work ignited the passion of the target and remained in their memories. |
| Problem | Golden Kamuy is a Japanese comic book about the journey of an Ainu girl and a former soldier. The Ainu are the original inhabitants of the extremely cold region of Hokkaido. Our challenge is to create a buzz at the timing of the final chapter’s release. In the Japanese comic books market, conclusion of story is a great opportunity to obtain new audience of readers. However, most advertisements to commemorate the conclusion of a comic end up only generating excitement among existing fans. So, we took on the challenge of creating buzz beyond the fans and contributing to comics sales. The idea is to launch the advertisement using the snowfield as the first ever media. That is the land where main characters travelled by their walks. The idea was very intimate with the characteristics of the story. |
| Media Type | Case Study |
| Creative Director | Nobuhiro Arai |
| Art Director | Yuhei Ito |
| Planner Copywriter | kairi Ogihara |
| Production Company | SESAMI |
| Director | Hideyuki Yonemoto |
| Designer | Miyuu Uetake |
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