Title | LET'S MAKE PIKACHU KABUTO |
Brand | THE POKÉMON COMPANY |
Product / Service | BRANDING |
Category | A05. Best Use of Print or Standard Outdoor in a Promotional Campaign |
Entrant | DENTSU INC KANSAI Osaka, JAPAN |
Entrant Company: | DENTSU INC KANSAI Osaka, JAPAN |
Sales Promotion/Advertising Agency: | DENTSU INC KANSAI Osaka, JAPAN |
Name | Company | Position |
---|---|---|
Shinichiro Morikawa | DENTSU INC. KANSAI | Creative Director |
Kei Suzuki | DENTSU INC. KANSAI | Copywriter |
Ai Ishimatsu | DENTSU INC. KANSAI | Art Director |
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).
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.
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.
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.