Since the second half of 2018, we have been holding meetings to explore a new direction for advertising and strongly agreed that “advertising for the sake of advertising” is exhausting and uninteresting. At the same time, it is too important a task to neglect or postpone. With the intention of making the work enjoyable for those involved, we decided to express honest stories through copy and calligraphy in various styles.

As we progressed, we realized there were too many stories we wanted to share to fit on a single page. To address this limitation, we came up with the idea of providing a concept-matching song via QR code. This not only sparks curiosity but also enriches the message, which we found very satisfying. 😄

The hearts of people who long ago placed letters in glass bottles and set them afloat likely stemmed from a hope that their stories would one day reach someone, somewhere. And just as those stories eventually reached those who needed them most, we wanted to share Saltcake’s stories in a magazine with the thought of reaching people in the same line of work—those who can truly empathize with these experiences.

To those who have endured the work that “started out with passion but often brings more hardship and regret” today, we hope that one day, coming across this story in an old magazine on a bookshelf brings a brief smile or moment of comfort.

Approaching it with this mindset, the anticipation has grown a bit more than the monthly deadline stress (which, of course, still exists). We hope you look forward to seeing Saltcake communicate through even more diverse stories in the future.