"Kinchōru" Newspaper Ad Can you make "that guy" with super-difficult origami!?
Dai-Nichi Co., Ltd. ran newspaper ads for its insecticide spray "Kinchōru" in the Yomiuri, Sankei, Nishinippon, and Chunichi newspapers on May 22, and in the Nihon Keizai Shimbun on May 30.
The full-page, four-color print ad is almost entirely black. It consists of the copy "Ultra-Difficult Origami" and folding guide lines.
It only included a URL ("How to make it: http://www.kincho.co.jp/origami/ ") with no indication of what the origami was supposed to be. However, it definitely gave the impression it wouldn't be simple.
The instructional video exceeds 50 minutes, and after much effort, what you end up with is... a cockroach!!
The ad was produced by Dentsu Inc. Kansai Branch/Monolith. Aiming for an ad that would make readers stop and take notice, they brainstormed ideas unique to print media and arrived at the cockroach origami. They envisioned a communication experience where people would wonder "What is this?" and be compelled to try folding it, and then want to tell someone "I did it! I made this!"
With the cooperation of Origami House, it became a realistic, challenging origami piece that can be completed with effort.
Published over the weekend when many have more free time, it seems more people than expected took up the challenge. Positive comments appeared on Twitter like, "I spent an hour folding a cockroach on my precious day off (lol)" and "You did it, Kincho," and it was featured on many social media platforms, becoming a hot topic.
Was this article helpful?
Share this article
