Title | SPECIAL OLYMPICS MESSAGE RELAY |
Brand | SPECIAL OLYMPICS JAPAN |
Product / Service | SPECIAL OLYMPICS |
Category | A04. Best Use of Ambient Media: Small Scale |
Entrant | SHIGAYA-GUMI Tokyo, JAPAN |
Entrant Company: | SHIGAYA-GUMI Tokyo, JAPAN |
Advertising Agency: | SHIGAYA-GUMI Tokyo, JAPAN |
2nd Advertising 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 |
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.
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. 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!
1. Insight: The Special Olympics is hardly known in Japan. Strategy: Develop a sustainable campaign to raise awareness without using a lot of money. Idea: Produce a “message baton” engraved with a message and using the idea from a sport’s competition baton. Spread the message through a relay where the baton is handed on from one person to another.