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Category
Children
Annual ID
ADC_PRD21_011M
About the Work
Aeon Fantasy decided in 2020 to rebrand itself as an edutainment producer. They are currently developing content and facilities designed to bridge the gap between education and entertainment. They needed to reintroduce themselves to the world—and to their own employees—with a product that was both attention-grabbing and a clear demonstration of the company’s outside-the-box approach to edutainment. With so many children stuck indoors due to the COVID-19 pandemic, they focused on edutainment for the home—and homed in on the toilet. They saw the toilet as an untapped place for learning, particularly about the digestive system. The result was the Whose Poo? calendar. Every month shows the digestive tract of a different animal, inside which various foods get digested over time until they plop out of the digestive tract. On the back of each month is a humorous description of the animal, its eating habits, and its poo. Following the launch, the calendar was covered by over 40 media outlets. As a result, Aeon Fantasy immediately ran out of their initial run of 30,000 copies. Many schools and public organizations requested copies of the calendar, which were distributed to over fifty preschools and daycare centers.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
Dentsu Inc. / Tokyo
Design Firm
J.C. SPARK / Tokyo
Copywriter
Yohei Ugaeri
Photographer
Kimi
Creative Director / Art Director / Designer
Yoshinaka Ono
Creative Strategist / Planner
Masaya Yomaru
English Copywriter
Zal Heiwa Sethna
Creative Producer
Naoki Yamaguchi
Designer / Illustrator
Yoh Kitanaka
Planning Director
Mihoko Nishii
Yuichiro Kojima
Printing Director
Ai Nakamura
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