On September 3rd, the Japan Newspaper Publishers & Editors Association announced the winners of the 35th Newspaper Advertising Awards, which recognize advertising campaigns that have pioneered new possibilities for newspaper advertising and achieved significant results. The awards feature two categories: Advertiser and Newspaper Publisher Initiative. Shiseido's "2015 Corporate Advertising: 50 Selfies of Lady Gaga" was selected for the Newspaper Advertising Grand Prize in the Advertiser category. A total of 414 entries were submitted: 348 in the Advertiser category and 66 in the Newspaper Publisher category. From these, one Grand Prize winner and ten Newspaper Advertising Award winners (five each from the Advertiser and Publisher categories) were selected. Additionally, ten Excellence Awards were given in the Advertiser category and five Encouragement Awards in the Publisher category.
The Grand Prize-winning work utilized 50 selfies of global artist Lady Gaga, completely replacing the ad copy for a New Year's advertisement published in 50 newspapers nationwide. This ad, which communicated the company's commitment to a thorough consumer perspective, was announced on Gaga's own Twitter, spreading buzz both domestically and internationally and resonating with younger audiences. It spread widely online, enhancing the value of the original newspaper ad and was highly praised as a work demonstrating new possibilities.
Details can be viewed on the association's website.
