These days, even my grandfather, who is in his nineties, no longer reads newspapers, so it is rather surprising to discover that Itochu Corporation, one of Japan's five major trading companies, is still placing newspaper advertisements.
However, after seeing them, you might wonder: are the newspapers the ones begging them to place these ads? Ads this beautiful should boost newspaper sales, shouldn't they?
What makes it even more distinctive is that, unlike the conventional newspaper advertising approach of “running the same ad in multiple publications,” Itochu Corporation's 2023 New Year campaign was placed across all five major Japanese newspapers, with each paper featuring its own exclusive copy and artwork. Collect all five, and you will be rewarded with a heartwarming day.
Let's take a look.
The Nikkei: Good Morning 2023
An early-rising dog barks, eager to go for a walk
The stove is lit, and the air in the room seems to melt
From the kitchen comes the pleasant sound of chopping ingredients on a cutting board
Life begins anew
In every comfortable day
We aim to address both environmental pollution and food waste
We will continue to bring business closer to your daily life
Life · Love · Business
Dear Life Itochu Corporation
The Asahi Shimbun: I'm Off 2023
Thanks to remote work
I can see the kids off at the door
From your light footsteps, we can sense how you feel
New ways of working have become part of everyday life
Life begins anew
In every comfortable day
We want to think about the challenges facing this planet
We will continue to bring business closer to your daily life
Life · Love · Business
Dear Life Itochu Corporation
The Mainichi: Welcome Back 2023
Quickly turning on the heater upon entering the room
Washing hands with warm water to revive the senses
The worn-in loungewear brings a sense of comfort
Wearing an extra jacket to turn the heating down one degree
Life begins anew
In every comfortable day
We want to think about the challenges facing this planet
We will continue to bring business closer to your daily life
Life · Love · Business
Dear Life Itochu Corporation
The Yomiuri Shimbun: Let's Eat 2023
Freshly cooked white rice with a glossy sheen
A hearty, piping-hot miso soup
The eager dog under the dining table
Leftover vegetables from year-end, revived from the rice-bran pickle jar
Life begins anew
In every comfortable day
We want to think about the challenges facing this planet
We will continue to bring business closer to your daily life
Life · Love · Business
Dear Life Itochu Corporation
The Sankei Shimbun: Good Night 2023
Steaming hot bathwater
A soft, fluffy white towel
Freshly washed pajamas
Sliding into a futon warmed by a hot water bottle
Life begins anew
In every comfortable day
We want to think about the challenges facing this planet
We will continue to bring business closer to your daily life
Life · Love · Business
Dear Life Itochu Corporation
Finally, this series of advertisements marks the second phase of Itochu Corporation's Dear LIFE “Life · Love · Business” campaign, which began in the summer of 2022, with illustrations by artist Hiroki Ando.
Notably, the greetings in each illustration are written in English rather than Japanese hiragana or katakana. In this regard, Koichiro Toda, one of the campaign's creators, explained that they wanted each greeting to become part of the artwork itself. Considering that the newspapers would be delivered to readers on the first working day of the new year, writing the greetings in Japanese would have limited them to merely serving a greeting function. Instead, the brand wanted to offer this “wish” as a gift, and using English lettering allows that sentiment to be conveyed visually.
BY TOPYS
