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  • SUB CATEGORY :
    SELF-PROMOTION
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    EMERGENCY COLLECTIBLES
  • BRAND :
    DISASTER PREVENTION
  • ADVERTISER :
    KOBE SHIMBUN
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    KEN AKIMOTO
  • COPYWRITER :
    UEDA HIROKAZU/KANA KOYAMA
  • ART DIRECTOR :
    YUSUKE IMAI
  • ACCOUNT EXECUTIVE :
    RYO KOMOTO/EIMI SHIMIZU
  • COMMUNICATION PLANNER :
    JUNTA YOSHIKAWA
  • PLANNER :
    RYO MAKISHIMA/KYOUHEI MYOUGA
  • AGENCY PRODUCER :
    YUMENO SUZUKI (DENTSU CREATIVE FORCE INC.)
  • FILM PRODUCTION COMPANY :
    ENGINE FILM INC., TOKYO
  • DIRECTOR :
    TAKASHI TOMOHISA
  • CINEMATOGRAPHER :
    RYOHEI OKA
  • FILM PRODUCER :
    TAIKI SHIBAHARA
  • COLOR GRADING :
    NEMOTO HISASHI
  • MUSIC COMPOSER :
    KOZUE KATSURAGI
  • MUSIC PRODUCER :
    KEN SATO
  • PRINT PRODUCTION COMPANY :
    J.C SPARK, TOKYO
  • PHOTOGRAPHER :
    KOTARO TSUJIMOTO
  • RETOUCHER :
    DAISUKE ISOZAKI
  • DESIGNER :
    TOSHINORI OBUCHI/SARI OGINO/OYAKA ITO
  • ART :
    GO SUEHIRO/NANAMI MIZUGUCHI
  • PRINTING DIRECTOR :
    KENJI TAMURA
  • BACKGROUND OVERVIEW :
    THIS PROJECT WAS INITIATED BY THE KOBE SHIMBUN, A NEWSPAPER WHOSE REPORTERS WERE ON THE SCENE DURING AND AFTER THE DESTRUCTIVE 1995 KOBE EARTHQUAKE AND HAVE CONTINUED REPORTING ON THE TRAGIC TOLL OF EARTHQUAKES THROUGHOUT JAPAN. AFTER A DISASTER STRIKES, EVACUATION CENTERS CAN BE STRESSFUL, MISERABLE EXPERIENCES. THERE IS OFTEN MINIMAL FOOD AND WATER, AND AN ABSENCE OF ESSENTIALS NEEDED FOR DAILY LIFE. THIS CAN LEAD TO A LACK OF SLEEP OR REST, CAUSING STRESS AND EVEN DEATH AMONG THE MOST VULNERABLE EVACUEES. OUR GOAL WAS TO IMPROVE THE EVACUATION CENTER EXPERIENCE BY ENTICING PEOPLE INTO PREPARING EVACUATION KITS. TO ACCOMPLISH THIS, WE NEEDED TO CHANGE PERCEPTIONS THAT EVACUATION KITS ARE TEDIOUS AND TIME-CONSUMING TO PREPARE. WE DECIDED TO PRINT A NEWSPAPER SPREAD FEATURING LIFE-SIZE OUTLINES OF EMERGENCY ESSENTIALS AND EXPLANATIONS OF EACH ITEM’S PURPOSE. FAMILIES WERE ASKED TO COMPLETE THE SPREAD BY FINDING AND PLACING THE ACTUAL ESSENTIAL IN EACH OUTLINE. WE BELIEVED THE TREASURE HUNT ASPECT OF THE FEATURE, ALONG WITH THE EXPLANATIONS, WOULD HELP FAMILIES BETTER ENVISION LIFE IN AN EVACUATION CENTER. WE ALSO ADDED A SPACE FOR FAMILIES TO PLACE ONE EXTRA ESSENTIAL, WHICH WE HOPED WOULD GENERATE MORE CONVERSATION ABOUT DISASTER PREPARATION.