Konica Minolta brings children's dreams to life with a magical "dream printer" via Ogilvy Japan

dreamprinter.jpgKonica Minolta has released its "dream printer" project under the "Giving Shape to Ideas" concept created by Ogilvy & Mather Japan. The new video features children telling a unique printer what they dream of becoming in the future. Magically these children are able to see what they could look like if they follow their dreams.


"We wanted to encourage children by showing them that the more you imagine, the more your dreams take shape," said Yuki Kobayashi, General Manager of Konica Minolta's CSR, Corporate Communications & Branding Division.
dreamprinter2.jpg"Children dream about what they want to be when they grow up, but they eventually lose sight of those dreams. Konica Minolta believes that children can realize those ambitions by imagining their dreams and focusing on them specifically, so we decided to help children shape their dreams, based on the idea 'The more you imagine, the more your dreams take shape.' We are happy to celebrate children, and to take it a step further to help them visualize their dreams with the "dream printer," added Kobayashi.

In the video, filmed in Gantry Plaza State Park in New York, while children run around and play, the children meet with the "dream printer." Watch the surprised faces of the children, as the printer asks them what they imagine themselves being in the future. Within minutes of telling the printer their dream, the children receive an illustration that depicts this, showing them that their dream can come true. As night falls, the printer's true self is revealed.

Credits - Creative Director: Akihito Abe. Copywriter: Takenori Hashimoto. Production Company: Amana.


As the artist inside the box drawing the kids, I’ll add that it was one of my more unusual jobs but enjoyable nevertheless. The kids had a ball and I enjoyed bantering with them as the Dream Printer. Heard some fun reactions from them too from inside my little “doghouse.” Always a kick to bring that out of people, and especially kids.

Nerea said:

Those kids don't look very Japanese!?

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.