| Title | CHARITY BLOSSOMS |
| Brand | JAPAN WEATHER ASSOCIATION |
| Product / Service | CHARITY |
| Category | C03. Special Build |
| Entrant | DENTSU TEC Tokyo, JAPAN |
| Entrant Company: | DENTSU TEC Tokyo, JAPAN |
| Advertising Agency: | DENTSU TEC Tokyo, JAPAN |
| Name | Position |
|---|---|
| Hiroshi Nakagiri: Dentsu Tec Inc | Executive Creative Director |
| Yoshifumi Takeda: Dentsu Tec Inc | Creative Director |
| Hiroki Takahagi: Dentsu Tec Inc | Copywriter |
| Kenichi Togashi/Daichi Mori/Aiko Tomita: Dentsu Tec Inc | Art Director |
| Tomoaki Okamoto: Dentsu Tec Inc | Account Supervisor |
| Hideyuki Kurata: Japan Weather Association | Advertiser's Supervisor |
| Naoki Hayashi: Dentsu Tec Inc | Producer |
Objective: To communicate people the message “each of us giving a small donation can make cherry trees in full bloom” and to encourage them to donate for planting cherry trees in the tsunami disaster areas in Tohoku. Solution: Using the fact that cherry blossoms are engraved on the surface of the 100-yen coin, we created a billboard with a flower-less cherry tree so that people will donate 100-yen coins to make the tree in full bloom. In April 2012, we placed the billboard at a popular cherry blossom festival in the heart of Tokyo. Results: About 4,000 people participated in this one-week campaign, which collected about 450,000 yen (About 4,500USD) in donations.
Let's bloom the cherry tree in your coin.