Campaign details

Agency: dentsu inc.

Situation Analysis

In current Japan, examination ordeal is getting overheat and age lowering is speeding up. Although birth rates are declining, the numbers of students entering cram schools are increasing. In the past 20 years, the number of cram school students under the age of 5 has increased 1.2 times. Young children have been deprived of their time to play, and instead, are forced to achieve higher scores and to enter higher-ranked schools. In the background, the emphasis on academic credentials remains deeply rooted in Japan. Such kind of obsession causes the tragedy.

Besides, this matter is caused not only in Japan, but all over the world.


Froebel-kan, the brand that has stood close to children's growth through producing picture books and educational toys since 1907, was deeply concerned to this situation that examination ordeal deprives the creativity of a child.