• SUB CATEGORY :
    LOW BUDGET MAILER
  • COMPANY ENTERING :
    HAKUHODO INDONESIA, JAKARTA
  • ENTRY TITLE :
    PRAYER FOR GOOD
  • BRAND :
    DENGUE PREVENTION ACTIVATION CAMPAIGN
  • ADVERTISER :
    SOMPO (INSURANCE)
  • AGENCY :
    HAKUHODO INDONESIA, JAKARTA
  • CHIEF CREATIVE OFFICER :
    HOH WOON SIEW
  • EXECUTIVE CREATIVE DIRECTOR :
    CHOW KOK KEONG
  • CREATIVE DIRECTOR :
    AHMAD RIDWAN FITRI
  • COPYWRITER :
    CHOW KOK KEONG/IRSYAD SIDHARTA
  • ART DIRECTOR :
    CHOW KOK KEONG/KOK SENG/FAJAR NF/JOSHUA PRAKASA
  • DESIGNER :
    YOHOKI OVICK
  • ACCOUNT DIRECTOR :
    KEN HORINOUCHI/RAFIGA
  • STRATEGIC PLANNING DIRECTOR :
    FARHANA ELDINI DEVI ATTAMIMI
  • AGENCY PRODUCER :
    SUNYOTO H.P./M. ADE SYAMPUTRA
  • FILM PRODUCTION COMPANY :
    MASTERPIECE FILM, JAKARTA
  • D.O.P/CINEMATOGRAPHER :
    BENY KADARHARIARTO/FAJAR NF
  • POST-PRODUCTION COMPANY :
    MASTERPIECE FILM, JAKARTA
  • THE BRIEF :
    BALI IS A BEAUTIFUL TROPICAL ISLAND IN INDONESIA. UNFORTUNATELY, THE HOT AND HUMID WEATHER IN BALI CREATES POTENTIAL BREEDING GROUNDS FOR MOSQUITOES IN MANY SITES OF THE ISLAND. 9826 OF DENGUE CASES WERE REPORTED IN 2015, AND KILLED 27 PEOPLE. SOMPO INSURANCE WANTED TO HELP.
  • THE STRATEGY :
    90% OF THE POPULATION IN BALI PRACTICES HINDUISM. PRAYING IS A COMMON PRACTICE. DEVOTEES PRAY WITH INCENSE EVERY MORNING, NOON AND EVENING. FLOWERS, BURNING INCENSE AND OFFERINGS ARE NEVER OUT OF SIGHT. WE SEE THEM ON THE STREETS, HOUSES, SCHOOLS AND OFTEN, UNDER BIG TREES ACROSS THIS BEAUTIFUL ISLAND. OUR STRATEGY - WE TURNED DAILY PRAYERS INTO A LIFE SAVING ACT.
  • THE EXECUTION :
    A SIMPLE STEP WAS TAKEN BY JUST ADDING AN EXTRA INGREDIENT DURING THE MAKING OF INCENSE. CITRONELLA OIL, THE OIL HAS BEEN PROVEN TO BE AN EFFECTIVE MOSQUITO REPELLENT SINCE DECADES AGO. WE SOAKED THE INCENSE INTO CITRONELLA OIL AND LET THEM DRY BEFORE USING. THIS SPECIAL INCENSE WAS THEN DISTRIBUTED TO THE PEOPLE FOR GOOD. DURING PRAYERS, PEOPLE BURN THIS SPECIAL INCENSE. THE SMELL OF THE CITRONELLA OIL SPREAD THROUGH THE PLACES DAY AND NIGHT. MAKING HOMES AND COMMON PLACES A DENGUE FREE ZONE.
  • THE RESULT :
    THERE ARE LESS MOSQUITOS AT HOMES AND PUBLIC PLACES, NUMBER OF DENGUE CASES DROP SIGNIFICANTLY. NOW, EVERYONE CAN BE A LIFESAVER BY JUST PRACTICING THEIR DAILY RITUAL. THEIR PRAYERS NOT ONLY WISH FOR GOOD HEALTH AND HAPPINESS, BUT LITERALLY BRING GOOD HEALTH AND HAPPINESS TO THEIR LOVED ONES AND THE PEOPLE AROUND THEM. THIS IS WHAT HINDUISM IS ALL ABOUT - LOVE AND SELFLESSNESS.
  • SUB CATEGORY :
    PRODUCT DESIGN: CONSUMER PRODUCTS
  • COMPANY ENTERING :
    TBWA\HAKUHODO INC., TOKYO
  • TITLE :
    COGY WHEELCHAIR
  • BRAND :
    COGY
  • ADVERTISER :
    TESS
  • AGENCY :
    TBWA\HAKUHODO, TOKYO
  • CHIEF EXECUTIVE OFFICER :
    KENJI SUZUKI
  • CHIEF CREATIVE OFFICER :
    KAZOO SATO
  • CREATIVE DIRECTOR :
    SATOSHI CHIKAYAMA
  • COPYWRITER :
    HIROSHI YAMAZAKI/YOKU ISHIDA
  • ART DIRECTOR :
    YUKI TOKUNO
  • CHIEF SALES MANAGER :
    JUNICHI TARUMI
  • ACCOUNT DIRECTOR :
    SATOSHI SUZUKI/TOSHIATSU KOBAYASHI
  • DESIGNER :
    HYEWON CHOI/YUTA ENOKI
  • PRODUCT DESIGNER :
    RYUICHI IIHOSHI
  • COMMUNITY CONTRIBUTION :
    CHIEKO ITO
  • PROFESSOR EMERITUS :
    YASUNOBU HANDA
  • AGENCY PRODUCER :
    AKIKO ONODERA/CHIKAKO NAGAI
  • FILM PRODUCTION COMPANY :
    GEEK PICTURES INC., TOKYO
  • DIRECTOR :
    KENICHI SUMIDE/TAKAYUKI NIWA
  • FILM PRODUCER :
    HIDEMITSU YOKOI
  • PRODUCER :
    YUSUKE YAMANAKA (AID-DCC)
  • DEVELOPER :
    NOSO TAKANOBU (AID-DCC)
  • PRINT PRODUCTION COMPANY :
    HAKUHODO PRODUCT'S INC., TOKYO
  • PHOTOGRAPHER :
    TAKAHIRO KOJIMA/YASUKO FURUKAWA/MASAKAZU HIRATA
  • RETOUCHER :
    RYO ITO
  • PRINT PRODUCER :
    KOJI TOGOE
  • PLANNER :
    KAZUAKI KURIBAYASHI/ISSEI ISHIKURA/TAKAHIRO MIURA/
    EUNHEE JOHN (TBWA\HAKUHODO)
  • BACKGROUND OVERVIEW :
    COGY IS A PRODUCT THAT WILL REVOLUTIONIZE THE WHEELCHAIR INDUSTRY. THERE ARE APPROXIMATELY 2 MILLION IMMOBILE PATIENTS IN JAPAN WHO REQUIRE REHABILITATION BUT GIVE UP ON IT. THESE PEOPLE ARE KNOWN AS ‘REHABILITATION REFUGEES’ IN JAPAN. FOR THEM, WHEELCHAIRS ARE MERE “SUPPORT TOOLS” THAT WILL ASSIST THEM IN MOBILITY. FOR THE PAST 2,600 YEARS, THIS FACT HAS BEEN THE CONVENTION OF THE WORLD. CAN THIS REALITY NOT BE CHANGED? COULDN’T YOUR WHEELCHAIR BE THE KEY TO HELP YOU MOVE YOUR LEGS AGAIN? THE COGY PROJECT HAS STARTED TO DELIVER THE JOY OF MOBILITY ONCE MORE TO THESE PEOPLE. COGY IS THE FIRST TIME EVER WHERE A WHEELCHAIR ALLOWS USERS TO PEDAL BY HARNESSING AND USING THEIR OWN LEG. COGY ALLOWS THE USERS THEMSELVES TO HARNESS THE REFLEXES IN THEIR OWN LEGS TO PROPEL THEMSELVES FORTH. COGY OFFERS TWO REHABILITATION POSSIBILITIES. FIRST IS PHYSICAL REHABILITATION, WHILE THE SECOND IS PSYCHOLOGICAL REHABILITATION. THE HOPE THAT COGY GIVES ITS USERS MEANS THEY HAVE A RENEWED ZEST FOR LIFE, AND HAPPINESS. UNITS SOLD INCREASED TO MORE THAN TWICE FROM THE YEAR BEFORE. RECOGNITION OF COGY SPREAD OVERSEAS, WHICH INCLUDED A QUERY FROM STANFORD UNIVERSITY’S MEDICAL RESEARCH BODIES.