1. Client’s orientation points: Raise awareness of the Special Olympics in Japan effectively using a limited budget.
Describe how the promotion developed from concept to implementation:
2. Solution: Produce a “message baton” using the idea of a baton for sports competition and engraving this with a message. Spread the message through a baton relay of handing it from one person to another. This revolutionary idea makes this an ongoing campaign without spending any money.
Client evaluation: The clients raved that it was the most innovative idea they have ever seen. Media coverage: In media value the baton starting ceremony picked up by newspapers and TV accounts for approximately $112,000 in free publicity.
Why the method of promotion was most relevant to the service:
3. Strategy validity: We were able to send a deep and impactful message through people without using money as other campaigns do. It provides a heart warming moment to many people almost as if it were a present from a stranger.
Ambient advertisment created by Shigaya-Gumi, Japan for Special Olympics, within the category: Other.
2nd Sales Promotion / Advertising Agency: Rhizomatiks, Tokyo, Japan
Creative Director: Koichi Shigaya Shigaya-Gumi
Art Director: Shintaro Hashimoto Shigaya-Gumi
Copywriters: Saori Yanagida, Haruyuki Takano Shigaya-Gumi
Producer: Seiichi Saito Rhizomatiks
Web Director: Daisuke Nakahama Rhizomatiks
Flash Coder: Hiroyuki Hori Rhizomatiks
Technical Director: Hidenori Chiba Rhizomatiks
Documentation Producer: Noboru Shishidoh Shigaya-Gumi
Documentation Director: Toshihikotakenaka Shigaya-Gumi
Documentation P.manager: Keisuke Ohyoshi Shigaya-Gumi
Why Publicis Health Global Chief Creative Officer Graham Mills Is Walking AwayRead More
Want to Work in Advertising? Zulu Alpha Kilo Is Going To Scare That Idea Out of Your HeadRead More
The Big Game Hall of Fame: Week 1Read More
Would You Repeat What You Say Online To Someone's Face?Read More