The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Experiential & Immersive

3cm market

Agency DENTSU INC. / tokyo + GEEK PICTURES INC. / Tokyo

Client 3cm market



Annual ID


About the Work

Covid-19 has led to an explosive surge in online shopping. This has caused a serious problem for the Japanese courier industry. It is a unique rule in Japan called "saihaitatsu," which means that courier companies have to deliver packages multiple times before they are handed over in person, creating a huge burden. According to calculations by Japan's Ministry of Land, Infrastructure, Transport and Tourism, there will be 340,000 redeliveries in 2019. That's a total of 180,000,000 wasted working hours. Our focus was on Japanese mailboxes. According to the rules, they always have a frontage of 3cm. So if everything you can buy on the Internet were 3cm thick, it would go straight into the mailbox and they wouldn't have to deliver it again and again. We produce and sell 3cm rice, coffee, lights, and cameras. We called for the spread of this concept throughout Japan. Many stores agreed to this project and started manufacturing and delivering 3cm products.

2023 Awards

Total Points: 3




Dentsu Inc. / Tokyo

Production Company


Art Director

Mai Shibatani


Takuya Fujita

Creative Director

Yusuke Shimano


Ichiro kamiya

Product Manager

yohei harada

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