SUB CATEGORY :

SELF-PROMOTION

COMPANY ENTERING :

J. WALTER THOMPSON JAPAN, TOKYO

ENTRY TITLE :

+ MET PROJECT

BRAND :

+ MET

ADVERTISER :

TANIZAWA

AGENCY :

J. WALTER THOMPSON JAPAN, TOKYO

EXECUTIVE CREATIVE DIRECTOR :

GO SOHARA

COPYWRITER :

NORIO OKINOJO

ART DIRECTOR :

YUSUKE MOCHIZUKI

WEB DEVELOPER :

MASAYOSHI YAMBE

GRAPHIC DESIGNER :

SHOHEI OTSUKA

PRODUCT DESIGNER :

TETSUYA TSUJIMURA

ACCOUNT DIRECTOR :

TAKUMI ICHIHARA

ACCOUNT EXECUTIVE :

KAZUAKI ENDO

PR DIRECTOR :

RIKI KAWANAMI

FILM PRODUCTION COMPANY :

ONION INC., TOKYO

DIRECTOR :

YUSUKE TABUKI

D.O.P/CINEMATOGRAPHER :

TETSU KUSUDA (AZBOND)

GAFFER :

TATSURO HATA (MIKOSHI)

EXECUTIVE PRODUCER :

TATSURO NAKAMURA

FILM PRODUCER :

YUKI HONDA

PRINT PRODUCTION COMPANY :

AMANA INC., TOKYO

PHOTOGRAPHER :

YURI TAKADA (PARADE)

ASSISTANT PHOTOGRAPHER :

REIKO TANAKA (PARADE)

PRINT PRODUCER :

NAOYA KANEKO

BACKGROUND OVERVIEW :

IN AN EARTHQUAKE-NATION LIKE JAPAN, HOW SECURITY IS ENSURED IN THE FIRST 10 SECONDS OF THE TREMOR BECOMES THE DIFFERENCE BETWEEN LIFE AND DEATH. HOWEVER, EVEN AFTER THE GREAT TOHOKU EARTHQUAKE, MOST HOMES DO NOT HAVE HELMETS OR THEY KEEP THEM AWAY IN STORAGES, BECAUSE THEY ARE BULKY. TO REINFORCE THE IMPORTANCE OF KEEPING SAFETY HELMETS ACCESSIBLE, THE NO.1 HELMET MANUFACTURER, TANIZAWA LAUNCHED A NEW LINE OF DESIGN-DRIVEN, DUAL-PURPOSE HELMETS CHOSING THE DAY OF MARCH 11, 2016, WHICH MARKED THE FIVE YEAR ANNIVERSARY OF THE MASSIVE TOHOKU EARTHQUAKE AND TSUNAMI. THIS INNOVATION WAS INTRODUCED TO PUBLIC TOGETHER WITH A SPECIAL WEBSITE AND PR MOVIE. TO ANSWER THE PROBLEM THAT NO ONE WANTS TO KEEP AROUND AN AWKWARD, BULKY HELMET IN THEIR LIVING SPACE, WE MADE THEM INTO STYLISH HOME ITEMS SO THEY ARE EASY TO FIND WHEN QUAKES STRIKE. THIS TOPIC WAS COVERED GLOBALLY, AND AFTER A SPECIAL REPORT ON AN INFLUENTIAL TV NEWS SHOW, IT GREW INTO A BIG CONVERSATION ON SOCIAL. IT GREATLY CONTRIBUTED TO INCREASING SALES OF REGULAR HELMETS AND WIDELY RE-ESTABLISHED THE IMPORTANCE OF STORING SAFETY HELMETS.