ADC Awards
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Learn more about ADC105
Sayakaboshi Elementary School
Agency Droga5 Tokyo, part of Accenture Song / Tokyo + Black Cat White Cat Music + Aoi Pro. Inc. / Tokyo
Category
Advertising / Series
Annual ID
ADC104_ILT046M
In Japan, nearly 300,000 children—about one per classroom—are unable to attend school for reasons beyond physical illness or financial hardship. Issues like bullying, combined with an outdated education system focused on test scores over personal growth, have contributed to Japan’s low ranking in children’s mental well-being, as reported by UNICEF.
To challenge these norms, Sayakaboshi Elementary School was founded under the concept "Rewriting the Stereotypes of Education" as Japan’s first Inclusive School using AI-driven curriculum and integrating behavior analysis. The school fosters an environment where students can learn freely, without the limitations imposed by traditional rules.
This inclusive approach extends through classroom signs, logos, uniforms, and daily items, reflecting diverse student identities. These posters and custom-designed elements aim to drive change in Japan’s education system, presenting a progressive, student-centered model that celebrates each child’s unique potential. Sayakaboshi Elementary represents a small yet meaningful step toward transforming Japanese education.
The illustration theme of this poster is "A Chalkboard Journey into Nostalgia and Exploration"
These posters, created to represent the spirit of Sayakaboshi Elementary School, were meticulously illustrated by hand to bring out the nostalgic textures of chalk and blackboard.
These posters aim to portray the hopes and anxieties that accompany a child’s growth in a style that is both delicate and dynamic. To achieve this, a combination of hand-drawn and digital techniques was used to illustrate the departure from traditional Japanese education towards something new. For an authentic, powdery look, white “Dermatograph” crayons were applied, creating a textured finish reminiscent of real chalk. Four colorswere selected to reflect those commonly used in primary school classrooms, evoking a sense of childhood nostalgia. Additionally, the rustic and dusty texture of chalkboard was added, symbolizing years of “writing and erasing” and capturing the spirit of continuous learning and growth.
To challenge these norms, Sayakaboshi Elementary School was founded under the concept "Rewriting the Stereotypes of Education" as Japan’s first Inclusive School using AI-driven curriculum and integrating behavior analysis. The school fosters an environment where students can learn freely, without the limitations imposed by traditional rules.
This inclusive approach extends through classroom signs, logos, uniforms, and daily items, reflecting diverse student identities. These posters and custom-designed elements aim to drive change in Japan’s education system, presenting a progressive, student-centered model that celebrates each child’s unique potential. Sayakaboshi Elementary represents a small yet meaningful step toward transforming Japanese education.
The illustration theme of this poster is "A Chalkboard Journey into Nostalgia and Exploration"
These posters, created to represent the spirit of Sayakaboshi Elementary School, were meticulously illustrated by hand to bring out the nostalgic textures of chalk and blackboard.
These posters aim to portray the hopes and anxieties that accompany a child’s growth in a style that is both delicate and dynamic. To achieve this, a combination of hand-drawn and digital techniques was used to illustrate the departure from traditional Japanese education towards something new. For an authentic, powdery look, white “Dermatograph” crayons were applied, creating a textured finish reminiscent of real chalk. Four colorswere selected to reflect those commonly used in primary school classrooms, evoking a sense of childhood nostalgia. Additionally, the rustic and dusty texture of chalkboard was added, symbolizing years of “writing and erasing” and capturing the spirit of continuous learning and growth.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
Droga5 Tokyo, part of Accenture Song / Tokyo
Production Company
AOI Pro. Inc. / Tokyo
Music / Sound Production Company
Black Cat White Cat Music
Art Director
Saki Terashita
Copywriter
Yu Kato
Creative Director
Tomoko Kasugai
Designer
Aiko Shiokawa
Executive Creative Director
Masaya Asai
Strategist
Kei Ohkubo
Senior Copywriter
Tomoko Kasugai
Account Executive
Atsuko Matsumi
Account Manager
Yuji Arai
Planner
Yu Kato
PR Planner
Akihiro Kiyomatsu
Daisuke Maeda
Strategic Director
Hirokazu Handa
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