SPECIAL OLYMPICS MESSAGE RELAY

Short List
ClientSPECIAL OLYMPICS JAPAN
ProductSPECIAL OLYMPICS
EntrantSHIGAYA-GUMI Tokyo, JAPAN
Type of EntryDirect: Product/Service
CategoryB05. Public Service, Charity & Fund Raising
TitleSPECIAL OLYMPICS MESSAGE RELAY
Product/ServiceSPECIAL OLYMPICS
Entrant Company:SHIGAYA-GUMI Tokyo, JAPAN
DM/Advertising Agency:SHIGAYA-GUMI Tokyo, JAPAN

Credits

The Brief

1. Client’s orientation points:Raise awareness of the Special Olympics in Japan without using a lot of money

Creative Execution

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!

Describe the creative solution to the brief/objective.

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.

Results

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.

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