Young Lotus Competition 2019 < Japan Preliminary Brief >“Enjoy Premium Friday to Enrich Your
Personal Experiences for Happiness and Fun.”
Client: Japan Advertising Association*(*It’s an organizer of YLW Japan, and acts as the client virtually for this brief only)

Background:As a public-private collaborative effort, the Ministry of Economy, Trade and Industry(METI) has been promoting the Premium Friday initiative. The initiative aims toencourage the public to leave the workplace a little earlier than usual on the last Fridayof each month in order to enrich their personal experiences.
https://premium-friday.com/
http://www.meti.go.jp/english/press/2016/1212_004.html
The Council for Promoting the Premium Friday Campaign has been involving a varietyof administrative districts and enterprises, and releasing information and events andefforts consistently including the Premium Friday Summit held in February 2018 under
the initiative. According to the one year report of the council, the campaign is only yet tocome while exhibiting a certain outcome.
https://premium-friday.com/news/pfreport_20180328/
https://premium-friday.com/wp-content/uploads/2018/02/release20180223.pdf

According to the survey of a marketing research company, INTAGE Group, thecampaign acquired the public awareness nearly 100%, however, the implementation by
the place of employments remains still low percentage of 11% after one-year campaign.

Challenge:
To create another campaign challenging to shift the way of thinking & behaviors in order toenrich our personal experience for happiness and fun.

-Communications that seek to create trigger consideration.

-Communications that motivate the target audience to explore the opportunity ofworking smarter instead of working harder..

Target AudiencePrimary:
All the individual workers•

Advertising Industry•

Related Industry/ Client side, Media Industry, Agency side, Production side, etc.

Secondary/ Primary:Appropriate level of management and managers.
Key Markets:
Japan.

Budget:5MJPY* (*It’s a rough indication)

Timeline:
Campaign to launch from April 2019 and is to be sustained over a period of at least sixmonths.

References:- http://www.meti.go.jp/english/press/2018/0329_001.html- https://premium-friday.com/wp-content/uploads/2018/03/pfreport20180328.pdf- http://www.meti.go.jp/english/press/2018/1116_001.htmlLogo mark data & Manual:https://premium-friday.com/download/PF_logo.zip
https://premium-friday.com/download/PF_logo_manual.zip
Password ⇒ J64AvxSIzd

Deliverables:-One B4-sized landscape sheet, summarizing your core idea, including a statement of intent,
and overall campaign structure.
-File must be in JPG format, 300dpi, less than 3MB, and viewable on Windows PC.
- Entrants can enter only once, with one idea.
- Entrants must not use copyrighted material, such as music, or celebrities as part of theiridea.
- Sponsorship by Getty Images JapanAll entrants are free to use images provided by Getty Images, though this is not compulsory.
For those who wish to make use of such images, see attached document in Japanese forinstructions.
- All work must be submitted by email to: younglotus@ad-zenkoren.org- Entries will not be returned. All rights reserved by Japan Advertising Federation.

Deadline: Friday 5 p.m., January 18th , 2019
Announcement of results：The finalists teams will be announced at the Pre-Adfest event.
All entries will be displayed at the venue.
‘Pre-Adfest’
Date Thursday, January 31st, 2019
Time 18:30-20:30
Place 3rd Floor, The Industry Club of Japan (1-4-6 Marunouchi, Chiyoda-ku)
Admission Free