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  • SUB CATEGORY :
    EXPERIENTIAL & EVENTS
  • COMPANY ENTERING :
    MCCANN ERICKSON JAPAN, TOKYO
  • ENTRY TITLE :
    STILL LIFE
  • BRAND :
    END ALS
  • ADVERTISER :
    THE END ALS ASSOCIATION
  • AGENCY :
    MCCANN ERICKSON JAPAN, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    ISAMU NAKAMURA
  • COPYWRITER :
    CHIHARU OZAKI/YASUAKI KURATA/SHOTARO ADACHI
  • ART DIRECTOR :
    YASUAKI KURATA/SHOTARO ADACHI/YUKI SAITO/RYOSUKE YOSHITOMI
  • WEB :
    HIDEYUKI KODAMA (UTIX,INC.)/SATOSHI NARAI (UTIX,INC.)
  • PR DIRECTOR :
    MIYOKO OHKI
  • STRATEGIC PLANNING DIRECTOR :
    MASAHIRO (HIRO) FUJITA
  • STRATEGIC PLANNER :
    AKIHIRO ORIMO/HIROFUMI HAYASHI (DENTSU INC.)/
    MASAHIKO FUTARA/MASATANE MUTO (HAKUHODO INC.)/
    MOTOI ITO (AD HOC INC.)
  • CREATIVE PLANNER :
    CHIHARU OZAKI
  • AGENCY PRODUCER :
    KIYOSHI KINDO
  • TRANSLATION :
    KAORI MOCHIZUKI
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO/SABUROKU INC., TOKYO
  • DIRECTOR :
    KENSAKU KAKIMOTO (OFFICE SAKU)/SATOMI INAGAKI (OFFICE SAKU)
  • D.O.P/CINEMATOGRAPHER :
    ASAMI KOYAMA (K FIBE INC.)
  • FILM PRODUCER :
    JUNICHI MURATA (AOI PRO.)/TAISUKE SHIRASAWA (AOI PRO.)
  • PRODUCTION MANAGER :
    MANA HASHIMOTO (AOI PRO.)/TOMOMI TERAMOTO (AOI PRO.)
  • SUPPORT :
    EIJI NISHIDA/MAI FUKUDA/JOHN WOODWARD (CRAFT WORLDWIDE)
  • EDITOR :
    SATOMI INAGAKI (OFFICE SAKU)/YUYA MASUKO (SABUROKU INC.)
  • SOUND PRODUCTION COMPANY :
    TAMCO INC., TOKYO
  • SOUND DESIGNER :
    HISAO USUI
  • MUSIC COMPOSER :
    TORU MIDORIKAWA/TARO FUJIWARA (BISHOP MUSIC)
  • MIXER :
    HIROKI OKUMURA (DIGITAL GARDEN INC.)
  • PHOTOGRAPHER :
    HANA TAKEMOTO
  • THE BRIEF :
    IT HAS BEEN FOUR YEARS SINCE END ALS WAS FIRST ESTABLISHED, AND TWO YEARS SINCE THE ALS ICE BUCKET CHALLENGE SWEPT THE WORLD IN THE SUMMER OF 2014. THOUGH THE ICE BUCKET CHALLENGE HELPED TO RAISE THE PUBLIC’S AWARENESS OF THE DISEASE, MUCH MORE NEEDED TO BE DONE TO DEEPEN UNDERSTANDING OF THE DISEASE, AS PEOPLE ONLY SEEMED TO REMEMBER THE CHALLENGE BUT NOT WHAT IT WAS FOR. IN ORDER TO COMMUNICATE THAT ALS IS A DISEASE THAT TAKES AWAY ONE’S ABILITY TO MOVE, HIRO WANTED TO DO SOMETHING THAT CREATED IMPACT WITHOUT GIVING THE IMPRESSION OF A LECTURE
  • THE STRATEGY :
    TAKING ADVANTAGE OF THE FACT THAT, IN JAPAN, PEOPLE WITH DISABILITIES TENDED TO HIDE THEMSELVES FROM THE PUBLIC FROM A STRONG SENSE OF SHAME THAT IS DEEPLY EMBEDDED IN JAPANESE CULTURE, HIRO, AN ALS PATIENT CURRENTLY ONLY CAPABLE OF EYE MOVEMENT, DECIDED TO INTENTIONALLY PUT HIMSELF ON DISPLAY TO ILLUMINATE THE CRUELTY OF THE DISEASE AND TO PROVOKE PEOPLE INTO THINKING. WE HAD HIRO APPEAR AT AN OPEN GALLERY SPACE IN TOKYO, WHERE NOT ONLY VISITORS TO THE GALLERY, BUT PASSERSBY COULD CLEARLY SEE HIS CONDITION. THIS WAS A WAY TO SHOCK THE JAPANESE AUDIENCE AND ENGAGE THEIR ATTENTION.
  • THE EXECUTION :
    HIRO, WHO SUFFERS FROM ALS, CALLED OUT TO PEOPLE ON SOCIAL MEDIA ASKING THEM TO COME DRAW/PAINT HIM AS A SUBJECT FOR A STILL LIFE (AS HE CAN NOW ONLY MOVE HIS EYES) AS A WAY TO HELP HIM MESSAGE THE CRUELTY OF HIS DISEASE. THE EVENT TOOK PLACE AT A GALLERY SPACE IN MARUNOUCHI, ONE OF THE BUSIEST PLACES IN TOKYO WITH HEAVY PEOPLE TRAFFIC. PARTICIPANTS AND PASSERSBY THAT SAW HIM IN HIS CONDITION WERE COMPELLED TO THINK ABOUT A DISEASE THEY HADN’T BEEN FAMILIAR WITH AND THE ORDEAL THAT PATIENTS HAD TO ENDURE.
  • THE RESULT :
    THE VIDEO OF THE EVENT WAS POSTED ON THE END ALS FACEBOOK PAGE ON WORLD ALS DAY, GENERATING 72K VIEWS OVERNIGHT. THE EVENT WAS ALSO COVERED BY JAPAN’S NATIONAL TV CHANNEL FOR ITS DOCUMENTARY TV PROGRAM, AND MULTIPLE MEDIA AND EXHIBITION SPACES OFFERED THE USE OF THEIR SPACE FOR FREE TO DISPLAY THE ARTWORKS. THE SALE OF THE OFFICIAL END ALS T-SHIRT DOUBLED COMPARED TO THE PREVIOUS MONTH. IN THE END, A TOTAL OF $3.8 MILLION WORTH OF EARNED MEDIA WAS GENERATED AND CONTINUES TO INCREASE.IT GOT PEOPLE THINKING AND TALKING.