Brief Explanation

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.

The Brief

'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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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%.