Results and Effectiveness

The characters have exploded in popularity especially among children. Thus, many children are now proactively saving electricity. They have also been adopted as the official characters for the city of Osaka – Japan’s second largest city – and are used for its 1.2 million households. As a result, Osaka was able to cut power consumption by 8.4% from the previous year.

Creative Execution

We created stickers that perfectly fit the light switches of every home. Using nearby light switches as the medium, they called upon everyone to save electricity. By glowing in the dark when switching off the light, they brought more fun to the once mundane and bothersome task of saving electricity.

Insights, Strategy and the Idea

The catastrophic earthquake and tsunami that struck Japan on March 11, 2011, forced down all of the country’s nuclear power stations. “Saving electricity” suddenly became a major issue in the country. However, despite the Japanese people’s intentions to save electricity, in truth, most actually didn’t. To solve this issue, we were commissioned by Dentsu Design Ninja. to get the Japanese people more involved in saving electricity. Our insight for the solution was that “people will become more involved through real-life communication rather than through mass media.”