The relationship between cross media and creatives became a popular subject of debate after the Cannes Media Lions section was established at the Cannes International Advertising Festival, symbolizing awareness among creative people worldwide that conventional, automatic use of the four mass media channels alone -newspapers, magazines,radio, and television -was no longer going to be effective for delivering advertising messages completely.

The relationship between cross media and creatives became a popular subject of debate after the Cannes Media Lions section was established at the Cannes International Advertising Festival, symbolizing awareness among creative people worldwide that conventional, automatic use of the four mass media channels alone -newspapers, magazines,radio, and television -was no longer going to be effective for delivering advertising messages completely.

Although the Leviathan of mass media and mass advertising is far from dead, the world today is seeking more sophisticated concepts and advertising expression.Some argue today that mass media advertising no longer works and an alternative is needed, but survey results constantly validate the cost-effectiveness of mass advertising. Indeed, so does the fact that many of the producers of the products published in this volume have established careers as creative directors and art directors in the media.

Discovery and Rediscovery

Creatives and the Future of

Promotion Design

by Shinobu Numasawa

Abbreviations

"Geki Ryuu" Sports Drink Campaign

Campaign for Mobile Phone and Data

Communication "EDGE"

Campaign for Coupon Magazine "Hot Pepper"

Publishing Company Promotion "Discover i Kadokawa Paperbacks"

Advertising campaign for Nutritional

Supplement Drink - "Red Guronsan for a Person Who Can Never Fail"

Train Station Poster Project for "Oshiete! goo"

Portal Site

Challenge Campaign for Portal Site "This Week's Oshiete! goo"

Character promotion for the fruit drink Suntory

"natchan!"

MATCH: Band & Brand Campaign for Health

Drink "MATCH"

Lipton P500 V Tower Records Campaign

Pokka Coffee's "aromax" Launch Campaign

Refreshment Beverage from DyDo DRINCO:

The "Fukkokudo" Series

Brand Promotion by Calpis

Campaign for Oolong Tea "KIKI-cha"

Promotion for "Gatorade"

Promotion for "PEPSI"

"Suntory Flavancha" Campaign

Promotion for Energy Drink Tablets "LiftOff"

"THE GREAT COCKTAILS" Campaign

Trade Promotion for Berry Brand "WelI-Pict Berries"

……