KDDI: Let’s connect Santaro

KKDI, a telco brand, leveraged the therapeutic qualities of colouring to raise spirits during the COVID-19 pandemic in Japan.
The Problem Faced

On account of the government's issued state of emergency due to the novel coronavirus, Japanese mobile phone company KDDI's au took measures to keep staff from being infected with a new type of commercial filming. They announced they would do an animated commercial of the Santaro series (popular TV commercial series broadcast by au).

The long period of self-quarantine was also significant in beginning to cause many issues for consumer mental health.

According to a survey of general companies, during self- quarantining periods, "approximately 40% complained about having stress related to parenting," also claiming to have "Covid-19...

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