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  • SUB CATEGORY :
    EFFECTIVE LOTUS - CAMPAIGN SUCCESS
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • ENTRY TITLE :
    SECOND LIFE TOYS
  • BRAND :
    ORGAN TRANSPLANT
  • ADVERTISER :
    GREEN RIBBON PROJECT COMMITTEE
  • AGENCY :
    DENTSU INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    YASUHARU SASAKI
  • CREATIVE DIRECTOR :
    AKIRA SUZUKI/TOGO KIDA
  • COPYWRITER :
    KENTA ISOBE
  • ART DIRECTOR :
    TAIKI KAWASE
  • WEB DIRECTOR :
    KENGO TAKAGI
  • WEB PR. :
    SAYOKO UTAMARU
  • ACCOUNT EXECUTIVE :
    HISATO WATANABE
  • PR PLANNER :
    YOHEI NEMOTO/YUSUKE MATSUO/KENTO INABA/TAEKO YOSHIMOTO
  • FILM PRODUCTION COMPANY :
    CLIVER INC., TOKYO
  • DIRECTOR :
    SEIJI KOFUNE
  • EXECUTIVE PRODUCER :
    SATOSHI TANAKA
  • POST-PRODUCTION COMPANY :
    AMANA INC., TOKYO
  • POST PRODUCER :
    HAYATO SATOMI/IKUKO HIRATA
  • PRINT PRODUCTION COMPANY :
    TAKI CORPORATION, TOKYO
  • PHOTOGRAPHER :
    YUKI KAWAKAMI
  • RETOUCHER :
    EMI TORIUMI
  • ILLUSTRATOR :
    MOMO KANAI
  • DESIGNER :
    MASAMI ODAWARA/YUKI DEMURA/AOI OHARA
  • PRINT PRODUCER :
    SHUNGO KANAZAWA/YOTARO TAKAHASHI
  • CAMPAIGN SUMMARY :
    IN JAPAN, THE NUMBER OF CHILD DONOR IS SIGNIFICANTLY LOW: LESS THAN 10 ORGAN TRANSPLANT OPERATIONS ANNUALLY, NATIONWIDE. THE NUMBER IN JAPAN IS OBVIOUSLY DEFICIENT. IN ORDER TO COMBAT THIS SITUATION, WE HAD TO COMMUNICATE WITH PARENTS AND LET THEM UNDERSTAND TO FURTHER INCREASE THE POTENTIAL NUMBER OF ORGAN DONORS. THERE ARE ONLY 12.6% OF PEOPLE WHO HAVE EXPLICITLY STATED ABOUT WHAT SHOULD BE DONE WITH THEIR ORGANS, AND THE CHALLENGE WAS TO LET THEM DISCUSS AND MAKE THEM DECLARE WHETHER THEY WANT TO BE A DONOR OR NOT. SINCE BEING AN ORGAN DONOR IN REALITY WOULD BE A VERY RARE EXPERIENCE, BY UTILIZING THE TOYS AS A MOTIF, WE AIMED THIS PROCESS TO BE A "PSEUDO ORGAN TRANSPLANT EXPERIENCE" AND COMMUNICATE THE MEANING OF ORGAN TRANSPLANT. THE PROJECT CLARIFIED THE MEANING OF ORGAN TRANSPLANT EQUALLY TO BE VISIBLE FOR THOSE WHO DONATED, AND THOSE WHO RECEIVED THE TRANSPLANTED TOYS. SINCE THE LAUNCH, WE GATHERED RECIPIENT TOYS AND DONOR TOYS, AND OPERATED NUMEROUS TRANSPLANT OPERATIONS FOR TOYS, AND CONVEYED THE MEANING OF ORGAN TRANSPLANT. THE TRANSPLANTED TOYS WERE DISPLAYED ONLINE, WHICH WERE USED FOR PR, AND RESULTED IN GAINING PUBLIC ATTENTION FROM VARIOUS MEDIA WORLDWIDE. MOREOVER, THROUGH THIS ATTENTION, WE HAD JAPANESE CELEBRITIES, SUCH AS TOP OLYMPIC ATHLETE, MUSICIAN, POLITICIAN, AND ACTRESSES TO JOIN THE CAUSE, AND ENDORSE OUR CAMPAIGN. THE PROJECT APPEARED ON 1100+ MEDIA, WORLDWIDE, SUCH AS ABC, CHANNEL8, DAILY MAIL, HUFFINGTON POST, MASHABLE, ENGADGET, AND WIRED. VOLUNTEERS AROUND THE GLOBE FROM OVER 19 COUNTRIES REQUESTED TO COLLABORATE WITH US. ACCORDING TO A RESEARCH, THE NUMBER OF PEOPLE DECLARED WILLING TO OFFER THEIR ORGANS FOR TRANSPLANT HAS INCREASED 130% SINCE THE LAUNCH. PEOPLE STATING THEIR WILL TO USE THEIR ORGANS FOR TRANSPLANT INCREASED BY 9%. PEOPLE WHO SPOKE ABOUT THE TOPIC WITH THEIR FAMILIES HAVE INCREASED BY 8%.
  • THE BRIEF :
    IN JAPAN, ORGAN TRANSPLANT IS ONLY PERMITTED BY THOSE WHO CLARIFIED TO DONATE, WHICH MEANS THAT, UNLESS THEIR INTENT IS EXPLICITLY STATED, THE NUMBER OF ORGAN TRANSPLANT OPERATION WILL NOT INCREASE. IN RELATION TO THAT, THE NUMBER OF CHILD DONOR IS SIGNIFICANTLY LOW IN JAPAN: LESS THAN 10 ORGAN TRANSPLANT OPERATIONS ANNUALLY, NATIONWIDE. FOR EXAMPLE, THE NUMBER OF ORGAN TRANSPLANT OPERATION DONE IS ONLY THAN 3.4% COMPARED TO THE UNITED STATES. THE NUMBER IN JAPAN IS OBVIOUSLY DEFICIENT. IN ORDER TO COMBAT THIS SITUATION, WE HAD TO COMMUNICATE WITH PARENTS AND LET THEM UNDERSTAND TO FURTHER INCREASE THE POTENTIAL NUMBER OF ORGAN DONORS. IN ORDER TO PROLIFERATE THE UNDERSTANDING OF ORGAN TRANSPLANT OPERATION FOR PARENTS, WE PERFORMED AN “ORGAN TRANSPLANT OPERATION FOR TOYS.” WE SETUP AN ONLINE WEBSITE WHICH CALLS FOR PEOPLE WHO ARE WILLING TO PARTICIPATE TO EITHER DONATE THEIR TOYS THAT ARE NO LONGER IN USE, OR SEND THEIR BROKEN TOYS WHICH THEY WANT TO BE FIXED. INSTEAD OF FIXING THE BROKEN TOYS TO “HIDE” WHAT WAS BROKEN PREVIOUSLY, WE USED THE DONATED TOYS THAT ARE NO LONGER PLAYED TO PERFORM A TRANSPLANT ON BROKEN TOYS TO FIX THEM, AND MADE THE TRANSPLANTED AREA VISIBLE.
  • THE STRATEGY :
    IN ORDER TO PROLIFERATE THE UNDERSTANDING OF ORGAN TRANSPLANT OPERATION FOR PARENTS, WE PERFORMED AN “ORGAN TRANSPLANT OPERATION FOR TOYS.” WE USED TOYS THAT ARE NO LONGER PLAYED TO PERFORM A TRANSPLANT ON BROKEN TOYS TO FIX THEM. BY NOT JUST SIMPLY FIXING THE BROKEN PART, BUT PERFORMING A TRANSPLANT TO THE BROKEN AREA, THE TASK OF “TRANSPLANT” ITSELF BECAME VISIBLE. MOREOVER, BY MAKING THE TRANSPLANTED TOYS CUTE AND EVIDENT AS THEY ARE, WE AIMED THAT THE PEOPLE WOULD RECOGNIZE ABOUT THE TRANSPLANT, AND MADE THE TOYS AS LIVING MANIFESTATION OF SOMETHING IMPORTANT THAT KEEPS ON LIVING AFTER CHANGING ITS APPEARANCE. WE DESIGNED THE PROCESS TO HAVE MUTUALITY, LETTING THE RECEPIENT APPRECIATE THE TRANSPLANT, BUT ALSO REWARD THE DONOR'S ACT OF GIVING, AND COMMUNICATE THE MEANING OF BEING A DONOR THROUGH A THANK YOU LETTER SENT FROM THE RECIPIENT. ALTHOUGH THE FACT THAT AGREED CONSENT IS REQUIRED FOR ORGAN TRANSPLANT HAS CERTAIN RECOGNITION, THERE ARE ONLY 12.6% OF PEOPLE WHO HAVE EXPLICITLY STATED ABOUT WHAT SHOULD BE DONE WITH THEIR ORGANS, AND THE CHALLENGE WAS TO LET THE PEOPLE DISCUSS AND MAKE THEM DECLARE WHETHER THEY WANT TO BE A DONOR OR NOT. SINCE BEING AN ORGAN DONOR IN REAL LIFE WOULD BE A VERY RARE EXPERIENCE, IF NOT IMPOSSIBLE, BY UTILIZING THE TOYS AS A MOTIF, WE AIMED THIS PROCESS TO BE A "PSEUDO ORGAN TRANSPLANT EXPERIENCE" AND COMMUNICATE THE MEANING OF ORGAN TRANSPLANT. THE PROJECT CLARIFIED THE MEANING OF ORGAN TRANSPLANT EQUALLY TO BE VISIBLE FOR THOSE WHO DONATED, AND THOSE WHO RECEIVED THE TRANSPLANTED TOYS. MOREOVER, BY MAKING THE TOYS AS MEANS OF DONATION, THE FINANCIAL OBSTACLE WAS MADE RELATIVELY LOW.
  • THE EXECUTION :
    WE LAUNCHED THE WEBSITE ON JANUARY 2016. SINCE THEN, WE HAVE GATHERED RECEPIENT TOYS AND DONOR TOYS, AND OPERATED NUMEROUS TRANSPLANT OPERATIONS FOR TOYS, AND CONVEYED THE MEANING OF ORGAN TRANSPLANT TO THE PEOPLE. THE TRANSPLANTED TOYS WERE DISPLAYED ONLINE, WHICH WERE THEN USED FOR PR, AND RESULTED IN GAINING PUBLIC ATTENTION FROM VARIOUS MEDIA WORLD WIDE. MOREOVER, THROUGH THIS ATTENTION, WE HAVE HAD JAPANESE CELEBRITIES, SUCH AS TOP OLYMPIC ATHELETE, MUSICIAN, POLITICIAN, AND ACTRESSES TO JOIN THE CAUSE, APPROVE AND ENDORSE OUR CAMPAIGN. COMPANIES, TOO, JOINED AND EXPANDED THE MESSAGE OF THIS CAMPAIGN EVEN FURTHER.
  • THE RESULT :
    THE PROJECT HAS APPEARED ON 1100+ MEDIA, WORLDWIDE, SUCH AS ABC, CHANNEL8, DAILY MAIL, HUFFINGTON POST, MASHABLE, ENGADGET, AND WIRED. MOREOVER, JAPANESE CELEBRITIES UCH AS TOP OLYMPIC ATHELETE, MUSICIAN, POLITICIAN, AND ACTRESSES APPROVED THE CAMPAIGN, AND EVEN HAD VOLUNTEERS AROUND THE GLOBE, REQUESTING TO COLLABORATE WITH US. ACCORDING TO A RESEARCH CONDUCTED BY THE JAPAN ORGAN TRANSPLANT NETWORK, THE NUMBER OF PEOPLE DECLARED WILLING TO OFFER THEIR ORGANS FOR TRANSPLANT HAS INCREASED 130% SINCE THE LAUNCH OF THE PROJECT. MOREOVER, THE NUMBER OF ORGAN DONOR (AFTER CARDIAC ARREST) HAS INCREASED 137% COMPARED TO THE PREVIOUS YEAR. ACCORDING TO AN AGENCY RESEARCH, AFTER THE LAUNCH OF THE CAMPAIGN, THE RECOGNITION OF ORGAN DONOR CARD INCREASED BY 19%. AND PEOPLE ACTUALLY STATING THEIR WILL FOR THE USAGE OF THEIR ORGANS FOR TRANSPLANT HAVE INCREASED BY 9%. PEOPLE WHO HAVE SPOKEN ABOUT THE TOPIC WITH THEIR FAMILIES HAVE INCREASED BY 8%.