LET'S MAKE PIKACHU KABUTO

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TitleLET'S MAKE PIKACHU KABUTO
ClientTHE POKÉMON COMPANY
Product / ServiceBRANDING
CategoryA05. Best Use of Print or Standard Outdoor in a Promotional Campaign
EntrantDENTSU INC KANSAI Osaka, JAPAN
Entrant Company:DENTSU INC KANSAI Osaka, JAPAN
Sales Promotion/Advertising Agency:DENTSU INC KANSAI Osaka, JAPAN

The Brief

To cheer up children in Tohoku on Children’s Day The Pokémon Company that produces Pokémon expressed their wish to cheer up the children who live in the areas severely affected by the 3.11 earthquake and tsunami on Japan’s national holiday for children (May 5th).

Describe how the promotion developed from concept to implementation

Since it is customary to exhibit a traditional warrior helmet on Children’s Day to pray for children’s health, We designed a Pekachu folding helmet as part of the advertisement to be delivered.

Describe the success of the promotion with both client and consumer including some quantifiable results

We distributed 2,000,000 issues of newspapers containing the Pikachu Helmet to the children at the shelters at Miyagi, Fukushima, and Ibaragi prefectures. Our project attracted much public attention and was talked about on Twitters and various blogs, And of course, was a big hit with the kids at the shelters.

Explain why the method of promotion was most relevant to the product or service

Newspapers are delivered every day to the people living in temporary shelters in Tohoku. As such, it is the most dependable and direct media to deliver messages to the children. Folding paper does not require any special tools, and children can amuse themselves as they make Pekachu that popped out of a newspaper into a warrior helmet.

Credits

Name Company Position
Shinichiro Morikawa DENTSU INC. KANSAI Creative Director
Kei Suzuki DENTSU INC. KANSAI Copywriter
Ai Ishimatsu DENTSU INC. KANSAI Art Director