Title | GRANNY AND HER BOTTLES |
Brand | SUNTORY BUSINESS EXPERT |
Product / Service | CORPORATE SOCIAL RESPONSIBILITY |
Category | D06. Interactive outdoor experiences |
Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Entrant Company | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yasuyuki Kawano | Dentsu inc. | Creative Director |
Yusuke Sato | Dentsu inc. | Creative Director/Planner/Copywriter |
Hideo Kato | SUNTORY BUSINESS EXPERT LIMITED | Creative Director |
Kiyoshi Omori | SUN-AD Company Limited | Creative Director |
Maiha Sato | Dentsu inc. | Planner/Copywriter |
Yusuke Imai | Dentsu inc. | Planner/Art Director |
Shizuka Masuno | SUNTORY BUSINESS EXPERT LIMITED | Creative Producer |
Ayaka Taniguchi | SUNTORY BUSINESS EXPERT LIMITED | Creative Producer |
Koichiro Abe | Dentsu inc. | Account Executive |
Daiji Yoshida | Tohokushinsha Film Corporation | Producer |
Shota Sawabe | Tohokushinsha Film Corporation | Producer |
Ryohei Kaneko | Tohokushinsha Film Corporation | Production Maneger |
Ryohei Kawakita | Tohokushinsha Film Corporation | Director |
Daisuke Takahashi | Freelance | Photographer |
Tomokazu Yamauchi | Nicehomerun | Casting |
Koji Kasai | Freelance | Hair & Make |
Tatsuya Kawamura | Techno Academia | Editor |
Hiroyuki Maki | Tohokushinsha Film Corporation | Production Maneger Asis |
Yuka Saiki | Freelance | Production Maneger Asis |
Shogo Makita | Omnibus Japan | Mixer |
Toru Midorikawa | Melody Punch | Sound Producer |
Japanese beverage company Suntory has developed the lightest plastic bottle in Japan. This eco-friendly bottle conserves a significant amount of resources. However, the plastic bottle was not known, with a recognition rate of 10%. We developed “the simplest outdoor advertisement in Japan for the lightest plastic bottle in Japan.” The plan was for an elderly woman to walk around carrying a large amount of plastic bottles (771 bottles) on her back at various places in Tokyo. That's it. Bystanders were initially surprised when an exceptionally strong elderly woman suddenly appeared, but soon understood when they saw the message on her back that read, “Suntory’s plastic bottles are the lightest in Japan.” It was structured so that bystanders would want to take a picture of her and share it on SNS along with that message. This campaign took place in various locations such as Asakusa, Tokyo, where 20,000 people come and go. As a result, 1 in every 2 people who saw this campaign firsthand or on SNS responded that they had an increased intention of purchasing eco-friendly plastic bottle products. Suntory’s eco-friendly corporate image also increased 120%. With just used plastic bottles and a limited advertisement budget, we have successfully conveyed Suntory’s CSR actions.