Campaign details
Brand: FROEBEL-KANAgency: 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...