| Title | SPECIAL OLYMPICS MESSAGE RELAY |
| Brand | SPECIAL OLYMPICS JAPAN / SPECIAL OLYMPICS |
| Product / Service | SPECIAL WEBSITE / EVENT |
| Category | A05. Public Service, Charity & Fund Raising |
| Entrant | SHIGAYA-GUMI Tokyo, JAPAN |
| Entrant Company: | SHIGAYA-GUMI Tokyo, JAPAN |
| Advertising/Web Design Agency: | SHIGAYA-GUMI Tokyo, JAPAN |
| 2nd Advertising/Web Design Agency: | RHIZOMATIKS Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Koichi Shigaya | Shigaya-Gumi | Creative Director |
| Shintaro Hashimoto | Shigaya-Gumi | Art Director |
| Haruyuki Takato | Shigaya-Gumi | Copy Writer |
| Seiichi Saito | Rhizomatiks | Producer |
| Daisuke Nakahama | Rhizomatiks | Web Director |
| Hiroyuki Hori | Rhizomatiks | Flash Corder |
| Hidenori Chiba | Rhizomatiks | Technical Director |
| Noboru Shishidoh | Shigaya-Gumi | Documentation Producer |
| Toshihiko Takenaka | Shigaya-Gumi | Documentation Director |
| Keisuke Ohyoshi | Shigaya-Gumi | Documentation P.manager |
A campaign with no end, carried on only with people’s good will. CHALLENGE:To make as many people aware of the[Special Olympics] which is hardly known in Japan. SOLUTION:Make the [baton] a media (advertisement) item to spread the message extensively. Engrave the baton with a message that is passed on from one person to another. Those that receive the baton can then locate themselves on the web and pass it to the next. RESULT:The baton starting ceremony was picked up by the newspaper and TV which media value was approx. 112,000 US$ in free publicity.