| Title | WORLD CUP COMES TRUE |
| Brand | SONY MARKETING JAPAN |
| Product / Service | CORPORATE SOCIAL RESPONSABILITY |
| Category | A03. Best Use of Live Events, Stunt and/or Celebrity Endorsement |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| PR/Advertising Agency: | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takashi Sakuma | DENTSU INC. | Creative Director |
| Kazuhiro Watanabe | DENTSU INC. | Agency Producer |
| Takashi Sakuma | DENTSU INC. | Planning Director |
| Yusuke Yagishita | DENTSU INC. | Communication Planner |
| Tomoyasu Katagai | DENTSU INC. | Chief Account Executive |
| Kotaro Takeshita | DENTSU INC. | Account Executive |
| Shin Yamaguchi | knockonwood Inc. | Film Producer |
| Ryo Inoue | Director | |
| Kimihiro Morikawa | TSP Engineering Inc. | Cinematographey |
| Sachiyo Morita | TSP Engineering Inc. | Cinematographey |
| Shinya Matsuo | TSP Engineering Inc. | Cinematographey |
| Ryo Inoue | Editor | |
| Tomohiro Endo | DIGITAL GARDEN INC. | Editor |
| Kentaro Watanabe | Sound Design | |
| Hidenori Chiba | Rhizomatiks co.,Ltd. | Computer Artist |
| Yushi Fukagawa | ROOF FACTORY INC | Computer Artist |
| Shinjiro Ono | Puzzle Inc. | Interactive (Web) Producer |
| Hideki Hosokawa | Puzzle Inc. | Interactive (Web) Producer |
| Kei Kawakami | asobi graphic | Art Director |
CONTEXT: For children, World Cup is a dream. This dream event was coming to Africa for the first time. But Ghana and Cameroon participating in were not affluent countries at all, there were many citizens would not be able to watch their teams perform on TV, let alone afford tickets. In other words there were many children who could not have a dream. CHALLENGE: Help children to dream. IDEA: Let's bring World Cup to their villages. EXECUTION: We held public viewings in 19 Ghana and Cameroon locations. The children's dreams grew as Ghana progressed to their first best 8. (Cameroon unfortunately did not make it as far.) “Mini World Cup” for children were also held on the next day of the match. Children excitedly chased after the ball donated by the project supporters from all over the world. RESULT: - 24000 African participated in the public viewings and football games. - 500,000 people from over 30 countries participated in the online ball donation event. -This project was featured on various media (blogs, Twitter, TV, newspapers, magazines) and achieved a publicity effect of over 10 million US dollars. -Awareness of Sony as a World Cup sponsor increased by 15%. -African Children had dreams by watching and playing their own World Cup.
CHALLENGE: Help children to dream. And obtain the perception that Sony is a company assisting dreams of people.
RESULT: - 24,000 African participated in the public viewings and football games. - 500,000 people from over 30 countries participated in the online ball donation event. - This project was featured on various media (blogs, Twitter, TV, newspapers, magazines) and achieved a publicity effect of over 10 million US dollars. - Awareness of Sony as a World Cup sponsor increased by 15%. - African Children had dreams by watching and playing their own World Cup.
EXECUTION: We held public viewings in 19 Ghana and Cameroon locations. The children's dreams grew as Ghana progressed to their first best 8. (Cameroon unfortunately did not make it as far.) “Mini World Cup” for children were also held on the next day of the match. Children excitedly chased after the ball donated by the project supporters from all over the world.
CONTEXT: For children, World Cup is a dream. This dream event was coming to Africa for the first time. But Ghana and Cameroon participating in were not affluent countries at all, there were many citizens would not be able to watch their teams perform on TV, let alone afford tickets. In other words there were many children who could not have a dream.
IDEA: Let's bring World Cup to their villages.