Title | GIANT ORIGAMI CRANE ART |
Brand | McDONALD'S JAPAN |
Product / Service | CSR RONALD McDONALD'S HOUSE |
Category | A09. Environmental Design |
Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
Entrant Company: | BEACON COMMUNICATIONS Tokyo, JAPAN |
Design/Advertising Agency: | BEACON COMMUNICATIONS Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Tomokatsu Takayama | Beacon Communications K.K. | Creative Director |
Tomosuke Furukawa | Beacon Communications K.K. | Senior Art Director |
Masayuki Tanaka | Beacon Communications K.K. | Junior Copywriter |
Mark Blears | Beacon Communications K.K. | Group Account Director |
Ko Yamura | Beacon Communications K.K. | Account Supervisor |
Hiroko Yamaura | Beacon Communications K.K. | Account Executive |
Hiroko Matsuo | Beacon Communications K.K. | Planning Director |
Takuro Amada | Beacon Communications K.K. | Strategic Planner |
With limited budget and the fact that charity is not deeply rooted in Japanese culture, our challenge was how to move people to action. 'Origami cranes'- the traditional symbol for 'healing' in Japan- were used as the medium for parents and children to express their heart felt support.
'Ronald McDonald House' is a facility near hospitals where children with intractable diseases can stay with their families. The campaign objective was to increase its awareness and raise more funds.
This huge piece of artwork, depicting a flying out of Ronald McDonald's hands is in fact made from tens of thousands of smaller 'origami cranes'. We asked parents and children to fold an origami crane to show their heart-felt support for children less fortunate than themselves. This giant piece of artwork was made by children using the individual cranes collected during the campaign. First, our art director prepared a huge 9m x 6m design drawing. Then children pasted cranes, made from eight different colors of origami paper, onto it. Even the part looks like single colored from a distance, is a combination of various colors. And on the wing of each crane, are the heart-felt messages of support for everyone to see.
As a result of the campaign, donations for Ronald McDonald House, a facility built near hospitals where children with intractable diseases can stay with their families, soared by 82.9%.