| Title | SPECIAL OLYMPICS MESSAGE RELAY |
| Brand | SPECIAL OLYMPICS JAPAN |
| Product / Service | SPECIAL OLYMPICS |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | SHIGAYA-GUMI Tokyo, JAPAN |
| Entrant Company: | SHIGAYA-GUMI Tokyo, JAPAN |
| DM/Advertising Agency: | SHIGAYA-GUMI Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Koichi Shigaya | Shigaya-gumi | Creative Director |
| Shintaro Hashimoto | Shigaya-gumi | Art Director |
| Haruyuki Takato | Shigaya-gumi | Copywriter |
| 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 Production manager |
1. Client’s orientation points:Raise awareness of the Special Olympics in Japan without using a lot of money
3. Strategy validity We were able to achieve sending 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!
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 using money.
Client evaluation: The clients raved that it was a 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 112,000US$ in free publicity.