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  • SUB CATEGORY :
    PUBLIC SERVICES & CAUSE APPEALS
  • COMPANY ENTERING :
    BMF ADVERTISING, SYDNEY
  • ENTRY TITLE :
    STOP IT AT THE START
  • BRAND :
    AUSTRALIAN GOVERNMENT - DEPARTMENT OF SOCIAL SERVICES
  • ADVERTISER :
    AUSTRALIAN GOVERNMENT - DEPARTMENT OF SOCIAL SERVICES
  • AGENCY :
    BMF ADVERTISING, SYDNEY
  • EXECUTIVE CREATIVE DIRECTOR :
    CAM BLACKLEY
  • ASSOCIATE CREATIVE DIRECTOR :
    TIM BISHOP
  • COPYWRITER :
    TIM BISHOP/TOM JOHNSON
  • ART DIRECTOR :
    BETTINA CLARK
  • GROUP ACCOUNT DIRECTOR :
    KURA TYERMAN
  • CLIENT SERVICE DIRECTOR :
    CLARE YARDLEY
  • ACCOUNT DIRECTOR :
    KYLE ABSHOFF
  • ACCOUNT MANAGER :
    SIENA SHUTTLER
  • STRATEGIC PLANNING DIRECTOR :
    CHRISTINA AVENTI/HUGH MUNRO
  • AGENCY PRODUCER :
    MEL HERBERT
  • FILM PRODUCTION COMPANY :
    FINCH, SYDNEY
  • DIRECTOR :
    DERIN SEALE
  • D.O.P/CINEMATOGRAPHER :
    MATT TOLL
  • FILM PRODUCER :
    KAREN BRYSON
  • POST-PRODUCTION COMPANY :
    ALT.VFX, SYDNEY
  • EDITOR :
    DREW THOMPSON
  • SPECIAL EFFECTS COMPANY :
    ALT.VFX, SYDNEY
  • SOUND PRODUCTION COMPANY :
    SONAR MUSIC, SYDNEY
  • ENGLISH SYNOPSIS :
    VIOLENCE AGAINST WOMEN DOESN’T JUST START – IT GROWS FROM A YOUNG AGE AND IT BEGINS WITH DISRESPECT. WHEN ADULTS MAKE EXCUSES LIKE “HE DID IT BECAUSE HE LIKES YOU”, THEY UNWITTINGLY ALLOW VIOLENCE AGAINST WOMEN TO GROW. STOP IT AT THE START IS A RALLY-CRY TO ALL PEOPLE WHO INFLUENCE YOUNG AUSTRALIANS, TO HELP BREAK THE CYCLE OF VIOLENCE BY ENCOURAGING THEM TO REFLECT ON THEIR ATTITUDES, AND HAVE CONVERSATIONS ABOUT RESPECT WITH YOUNG PEOPLE.
  • ENGLISH CONTEXT EXPLANATION :
    VIOLENCE AGAINST WOMEN IS A NATIONAL DISGRACE, AND 96% OF AUSTRALIANS CONDEMN IT. IF YOU’RE AN AUSTRALIAN WOMAN AGED OVER 15, VIOLENCE FROM AN INTIMATE PARTNER IS THE LEADING CAUSE OF PREVENTABLE DEATH, DISABILITY AND ILL-HEALTH. ONE-IN-THREE WOMEN WILL EXPERIENCE PHYSICAL OR SEXUAL VIOLENCE AT THE HANDS OF SOMEONE THEY KNOW. DESPITE OUR CONDEMNATION OF IT, YOUNG PEOPLE HOLD VIOLENCE-SUPPORTIVE ATTITUDES. WHILE NO ADULT WANTS A CHILD TO GROW UP A PERPETRATOR OR VICTIM OF VIOLENCE…ONE-IN-FOUR BOYS AND GIRLS THINK IT’S SOMETIMES OK FOR A BOY TO HIT A GIRL. THERE IS STRONG EVIDENCE THAT ATTITUDES OF GENDER INEQUITY ARE VIOLENCE-SUPPORTIVE, IN THAT THEY APPEAR TO ENABLE SEXUAL AND PHYSICAL VIOLENCE AGAINST WOMEN.
  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    GEOMETRY GLOBAL JAPAN, TOKYO
  • ENTRY TITLE :
    THE EDIBLE BUSINESS CARD
  • BRAND :
    SAGA NORI
  • ADVERTISER :
    SAGA CITY
  • AGENCY :
    GEOMETRY GLOBAL JAPAN, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    MASATO MITSUDERA
  • CREATIVE DIRECTOR :
    MASATO MITSUDERA/YASUO MATSUBARA
  • COPYWRITER :
    MASATO MITSUDERA/KENGO ARIMA
  • ART DIRECTOR :
    YASUO MATSUBARA/AKIHIKO ONO
  • STRATEGIC PLANNER :
    MASATO MITSUDERA/KENGO ARIMA
  • CREATIVE PRODUCER & ACCOUNT EXECUTIVE :
    NAOKI MIYAZOE/DAISUKE MISHIMA/KANAKO TAKEUCHI
  • FILM PRODUCTION COMPANY :
    TYO INC. MONSTER DIVISION, TOKYO
  • DIRECTOR :
    KENGO ARIMA
  • CINEMATOGRAPHER :
    YUTA SHIMOTSU
  • ART :
    YUMIKO YOSHIDA
  • FILM PRODUCER :
    MASAO OMOKAWA
  • PRODUCTION MANAGER :
    MIYU OKUDA
  • OFFLINE EDITOR :
    AI TAKASHIMA
  • POST-PRODUCTION COMPANY :
    CUTTERS, CHICAGO
  • EDITOR :
    BILLY MONTROSS
  • POST PRODUCER :
    HEATHER RICHARDSON/SHUMPEI NEGAMI 
  • SOUND DESIGNER :
    KENGO ARIMA
  • WEB DIRECTOR :
    DAIKI HAMAMOTO
  • WEB CODING :
    SAYURI HARA
  • COOPERATION :
    TOMONORI KOBAYASHI/MASAMI HASE/HIRONORI OCHI/
    CHIHIRO KOMATSU/SHIGERU YAMAMOTO
  • CULTURAL CONTEXT EXPLANATION :
    WE CREATED EDIBLE BUSINESS CARDS MADE OF SEAWEED, WHICH PLAYS AN ESSENTIAL INGREDIENT OF THE JAPANESE DAILY DIET, TO DEMONSTRATE THE UNIQUE AND PARTICULAR WAY OF JAPANESE GREETING METHOD, WHICH IS ONE OF THE PECULIAR YET UNIQUE CUSTOMS FOUND IN JAPAN EXCHANGING BUSINESS CARDS USING BOTH HANDS WITH A BOW, INSTEAD OF A HAND SHAKE. WE BROUGHT TOGETHER THE TYPICAL CULTURAL PRACTICE INTO EFFECTIVE FACE TO FACE ADVERTISING & PR WITH SEAWEEDS THAT HAVE LONG BEEN AN INDISPENSABLE PART OF JAPANESE DAILY FOOD.
  • THE BRIEF :
    “SAGA” PREFECTURE IS LOCATED NORTH WEST OF KYUSHU ISLAND AND IS NOT A POPULAR DESTINATION EITHER A FAMILIAR PREFECTURE FOR MOST JAPANESE. WE WERE CHALLENGED TO CREATE A PROMOTIONAL CAMPAIGN TO BRING ATTENTION AND POTENTIAL BUSINESS TO THE AREA. IN RESPONSE, WE DEVELOPED AN INNOVATIVE WAY FOR LOCAL BUSINESSES AND OFFICIALS TO PROMOTE THEIR PREFECTURE BY COMBINING THE RITUAL OF BUSINESS CARD EXCHANGES WITH THE ONE THING THE AREA WAS FAMOUS FOR – SEAWEED.
  • THE STRATEGY :
    MANY JAPANESE TRADITIONAL MEALS USE NORI (SEAWEED) AS A DAILY INGREDIENT. 1/4 OF JAPAN’S SEAWEED PRODUCTION IS MADE IN SAGA THAT’S BEEN THE LARGEST PRODUCER IN JAPAN FOR VOLUME AND SALES FOR 13 CONSECUTIVE YEARS. WE DECIDED TO PUT A NEW TWIST IN THIS PRACTICE AND TURNED IT INTO A DIRECT MARKETING OPPORTUNITY. WHEN JAPANESE MEET SOMEONE FIRST TIME, THEY HAND OUT BUSINESS CARDS WITH BOTH HANDS INSTEAD OF SHAKING. WE DEVELOPED A BUSINESS CARD MADE OF SEAWEED TO ENABLE THE UNIQUE AND PECULIAR WAY FOR JAPANESE TO GREET AND TURN THIS MOMENT TO GENERATE INTEREST TOWARD SAGA PREFECTURE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE BUSINESS CARDS WERE HANDED OVER TO THE LOCAL CELEBRITIES, LIKE THE MAYOR, CORPORATE PRESIDENT, SENIOR OFFICIAL OF UNION, LANDLADIES OF A JAPANESE-STYLE HOTEL, AND LOCAL TALENTS. PR EVENTS WERE HELD IN SAGA CITY AND FUKUOKA CITY (THE REGIONAL AREA HUB) ON 2/6 IN 2017. 50 OFFICIAL AMBASSADORS DISTRIBUTED 100 EDIBLE BUSINESS CARDS THROUGHOUT JAPAN TO DRIVE INTEREST AND GUIDED TO THE CAMPAIGN WEBSITE FOR A MONTH (2/7 – 3/6). 100 GENERAL CONSUMERS WON THEIR EDIBLE BUSINESS CARDS BY LOTTERY AND POSTED THEIR CARDS ON SNS. THE CAMPAIGN ALSO EXPOSED THROUGH THE OFFICIAL WEBSITE TO YOUTUBE, INSTAGRAM AND TWITTER.
  • THE RESULT :
    THE LOCAL CELEBRITIES DISTRIBUTED 100 EDIBLE BUSINESS CARDS EACH WITHIN A MONTH AND GAVE AWAY 5,000 CARDS IN TOTAL. 100 GENERAL CONSUMERS ALSO PASSED TOTAL 2,000 EDIBLE BUSINESS CARDS OF THEIR OWN. NATIONAL NEWSPAPERS AND TV NEWS SHOWS PICKED UP THE CAMPAIGN AND BOOSTED THE BUZZ NATIONWIDE. TOTAL MEDIA IMPRESSIONS WERE WORTH $4M FROM $35K BUDGET. THE WORLD’S FIRST “EDIBLE” BUSINESS CARD IS NOW AVAILABLE ONLINE DUE TO THE HIGH DEMAND. SAGA’S SEAWEED BECAME ONE OF THE RETURN GIFTS FROM SAGA CITY FOR THE GOVERNMENT PROGRAM CALLED “FURUSATO NOZEI (HOMETOWN TAX)” AND HAS BEEN A NEW LOCAL PRODUCT LINEUP.
  • URL :
    http://www.saga-city.jp/nori/