Award: CAMPAIGN AWARDS \ C14. Corporate Branding

Recently in Asia, examination ordeal is getting overheat. Even suicide has caused by this problem. In response to this tendency, Froebel-kan, the brand that has stood close to children’s growth through producing picture books and educational toys since 1907, decided to launch a project, “GREAT FAILURE”. They applaud children’s creative answers which would normally be incorrect. At first, gathered actual answer sheets from all over Japan, then organized the creative gallery. This project created huge impact on media in Japan. Herewith, controversy of children’s creativity caused within Japan. Finally, some public primary school participate this project, and create social change.