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  • SUB CATEGORY :
    CORPORATE IMAGE
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    CHIEF FUTURE OFFICER
  • BRAND :
    EUGLENA CO., LTD.
  • ADVERTISER :
    EUGLENA CO., LTD.
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    TAKATO AKIYAMA
  • COPYWRITER :
    YUTO OGAWA/MUNEHIRO HAGIWARA
  • ART DIRECTOR :
    RYUTO FURUKUBO
  • AGENCY PRODUCER :
    AIKO KURIKAWA
  • ACCOUNT EXECUTIVE :
    YUTO FUJINAMI/KENGO NOGAMI
  • STRATEGIC PLANNER :
    JYUNTA YOSHIKAWA/KENTA TANAKA
  • PR AGENCY :
    OFFSIDE INC., TOKYO/INITIAL INC., TOKYO
  • PR DIRECTOR :
    TAISHI IWAKI
  • PR SPECIALIST :
    YU HORII/TAKUMA SONE
  • FILM PRODUCTION COMPANY :
    ENGINE FILM INC., TOKYO
  • DIRECTOR :
    MAKOTO KUBOTA
  • CINEMATOGRAPHER :
    TOMOHIKO TAKENO
  • FILM PRODUCER :
    TAIKI SHIBAHARA
  • PRODUCTION MANAGER :
    YURIKA KOZAWA/AKARI USUI/FUGA AKIZAWA
  • PRINT PRODUCTION COMPANY :
    J.C.SPARK INC., TOKYO
  • DESIGNER 3 :
    HIROMI SUGAWARA/MAYU KAWACHI
  • CAMPAIGN SUMMARY :
    EUGLENA'S MAIN BUSINESS IS USING MICROALGAE TO HELP ACHIEVE A SUSTAINABLE SOCIETY. THE COMPANY SPECIALIZES IN PRODUCTS SUCH AS BIOFUEL AND HEALTHCARE PRODUCTS THAT REQUIRE REGULAR USE THAT ARE NOT SUITED FOR SHORT-TERM NEEDS. THEY ARE INVESTMENTS--ITEMS DESIGNED TO HELP ENSURE THE HEALTH OF ONE'S FAMILY OR THE CONSERVATION OF EARTH'S NATURE 10 YEARS DOWN THE LINE. BECAUSE THESE ARE LINES OF BUSINESS THAT ARE DIFFICULT TO EXPAND AND DO NOT CREATE INSTANT VALUE, IT WAS IMPORTANT FOR EUGLENA TO GENERATE ENTHUSIASM FOR THEIR CORPORATE PURPOSE: TO ACHIEVE A SUSTAINABLE SOCIETY. THIS WAS WHY WE DECIDED TO BECOME THE FIRST COMPANY TRADED ON THE FIRST SECTION OF THE TOKYO STOCK EXCHANGE TO HIRE A TEAM OF EXECUTIVES AGED 18 OR YOUNGER--THE VERY PEOPLE WHO WILL BE AFFECTED THE MOST BY CLIMATE CHANGE. WE HOPED THIS UNPRECEDENTED INITIATIVE WOULD CREATE AN IMPACT AND HELP SPREAD OUR PHILOSOPHY THROUGHOUT SOCIETY. WE PUT OUT A FULL-PAGE AD IN A MAJOR NEWSPAPER FOR "A CFO AGED 18 OR YOUNGER." HOWEVER, WE REDEFINED THE COMMON ACRONYM FOR "CHIEF FINANCIAL OFFICER" TO MEAN "CHIEF FUTURE OFFICER," ENHANCING THE AD'S IMPACT. THIS AD ALLOWED PEOPLE ALL OVER JAPAN TO LEARN ABOUT THE PROJECT AND OUR THINKING BEHIND IT. WE ALSO STRATEGICALLY PLACED THE AD DURING SUMMER VACATION WHEN OUR TARGET AUDIENCE WOULDN'T BE BUSY ATTENDING SCHOOL. AS A RESULT, DESPITE REQUIRING A 3-PAGE ESSAY FROM EACH CANDIDATE, WE RECEIVED SUBMISSIONS FROM OVER 500 CHILDREN. FOLLOWING INTERVIEWS, WE SELECTED OUR FIRST CFO AND EIGHT SUMMIT MEMBERS TO JOIN HER TEAM.
  • THE BRIEF :
    EUGLENA'S MAIN BUSINESS IS USING MICROALGAE TO HELP ACHIEVE A SUSTAINABLE SOCIETY. THE COMPANY SPECIALIZES IN PRODUCTS SUCH AS BIOFUEL AND HEALTHCARE PRODUCTS THAT REQUIRE REGULAR USE THAT ARE NOT SUITED FOR SHORT-TERM NEEDS. THEY ARE INVESTMENTS--ITEMS DESIGNED TO HELP ENSURE THE HEALTH OF ONE'S FAMILY OR THE CONSERVATION OF EARTH'S NATURE 10 YEARS DOWN THE LINE. BECAUSE THESE ARE LINES OF BUSINESS THAT ARE DIFFICULT TO EXPAND AND DO NOT CREATE INSTANT VALUE, IT WAS IMPORTANT FOR EUGLENA TO GENERATE ENTHUSIASM FOR THEIR CORPORATE PURPOSE: TO ACHIEVE A SUSTAINABLE SOCIETY.
  • THE STRATEGY :
    OUR KEY GOAL WAS TO TURN THE IDEA OF COMPANIES AS PLACES FOR ADULTS ON ITS HEAD, AND TO PROMOTE A NEW STATUS QUO, ONE WHERE CHILDREN HAVE A KEY ROLE IN BUSINESS DECISIONS TO GIVE THEM A SAY IN THEIR OWN FUTURE. THE INTENT WAS NOT TO POINT A FINGER AT ADULTS AND PROMOTE ADULTS-VERSUS-CHILDREN MENTALITY; IT WAS TO ENCOURAGE BOTH SIDES TO TALK TO EACH OTHER AND TOGETHER WORK TO ACHIEVE A BETTER FUTURE. THROUGH THIS FRAMEWORK, WE HOPED TO GARNER SUPPORT FOR EUGLENA'S PHILOSOPHIES NOT JUST FROM CHILDREN WHO ARE OUR FUTURE, BUT ALSO FROM TODAY'S ADULTS.
  • THE EXECUTION :
    WE PUBLISHED THE NEWSPAPER AD.BESIDES, WE ORGANIZED PRESS CONFERENCES WITH CHILDREN, TEACHERS, AND PRESS ACROSS JAPAN. THE PROJECT ENJOYED WIDESPREAD MEDIA EXPOSURE AND RECEIVED SUBMISSIONS FROM OVER 500 CHILDREN. IN OCTOBER, WE SELECTED THE FIRST CFO AND EIGHT SUMMIT MEMBERS TO JOIN HER TEAM. OVER THE FOLLOWING YEAR, THE TEAM REMAINED CONSTANTLY ACTIVE, ATTENDING MEETINGS WITH OTHER EXECUTIVES, SHAREHOLDERS, AND EVEN GOVERNMENT MINISTERS. FOLLOWING DISCUSSIONS LED BY THE CFO, EUGLENA ANNOUNCED IN JUNE 2020 THAT IT HAD COMMITTED ITSELF TO TWO NEW ACTIONS RELATED TO SDGS. IN AUGUST, EUGLENA OPENED SUBMISSIONS FOR THE NEXT CFO.
  • THE RESULT :
    THE CFO AD WAS COVERED BY OVER 100 MEDIA OUTLETS, INCLUDING MAJOR NEWS PROGRAMS. THE PROJECT REMAINED ON TRENDING TOPICS ON YAHOO! NEWS FOR 10 HOURS. A SURVEY REVEALED THAT 12.86 MILLION PEOPLE HAD LEARNED ABOUT EUGLENA AND WANTED TO SUPPORT THE COMPANY. MEANWHILE, THE CFO AD ITSELF GOT 512 SUBMISSIONS FROM CANDIDATES AGED 18 OR YOUNGER. FOLLOWING DISCUSSIONS INITIATED BY THE CFO, EUGLENA ANNOUNCED TWO CONCRETE ACTIONS: TO ABOLISH THE USE OF PLASTIC BOTTLES, AND TO OFFER SOME PRODUCTS PACKAGED WITHOUT PLASTIC STRAWS. THIS ENABLES EUGLENA TO CUT THE VOLUME OF PETROLEUM-BASED-PLASTIC BY 50% IN 2021.