The Mainichi newspaper is one of the dailies most sold in Japan with its 5.5 million of prints sold per day. It is also a group that takes very seriously the issue on the protection of the environment. As a result, it seeks by all means to promote the ecological behavior, such as his newspaper which can be planted in a pot after reading.

 Paper that can give a beautiful flower, it's an idea that may seem to us original, but which is already in vogue in the Japan. With the Mainichi newspaper, one can plant it and have a flower! Simply put crumbs of the paper in Earth and moisten it.

These "magical" papers are made of recycled paper with a mix of seeds of flowers and herbs. These papers are part of the "Green Newspaper" initiative, which was initiated by the Japanese advertising agency, Dentsu. The idea has been so successful that the Japanese have adopted it. This, even though the country of the sun rising is known by its large consumer society.

 The goal of the "Green Newspaper" is not only ecological, but also to develop a new communication strategy with a product that respects the environment and that protects it from the most beautiful ways.